摘要：文化产业的迅速发展使产业内涵变得充实的同时，产业外延也不断拓展,以动漫、游戏、网络文学、数字化服务为代表的新兴产业模式不断涌现。经过多年的沉寂，国内动漫产业在近几年迎来了崭新的发展机遇，成为增长国民经济的中坚力量。面对世界上诸多动漫大国所带来的竞争压力，中国政府已经逐渐意识到动漫产业的重要经济价值和社会意义，开始加大对其扶持力度。然而随着产业的不断膨胀和扩展，营销工作却依旧面临诸多的问题，对动漫产业的发展产生了较大的限制，这也成为了当前相关从业人员和学者研究的重点。72005

论文对国内动漫产业的营销进行了研究。首先结合相关文献资料对动漫产业营销的现状、环境、竞争格局等进行了介绍。然后分析了当前国内动漫产业营销存在的问题及原因，同时对更为成熟的美国、日本动漫营销的模式进行了简单描述，讨论了这两个国家在动漫营销方面对我国的启示，最后针对当前国内动漫产业营销存在的问题，提出了相关的对策。相信中国动漫随着营销水平的不断提升，将会不断发展，进一步走向国际市场，跻身世界动漫强国之列。

毕业论文关键词：  动漫产业；营销；营销问题；营销对策

Analysis on the Marketing Problems and Countermeasures of Chinese Animation Industry 

Abstract：The rapid development of the cultural industry makes the industrial intension become full, and the industrial extension expands unceasingly, and the new industry mode represented by animation, game, network literature and digital service emerges unceasingly。 After years of silence, the domestic animation industry in recent years ushered in a new development opportunities, to become the backbone of the growth of the national economy。 Facing the competitive pressure brought by many big animation countries in the world, the Chinese government has gradually realized the important economic value and social significance of the animation industry, and began to increase its support。 However, with the expansion and expansion of the industry, marketing work is still faced with a lot of problems, the development of the animation industry has produced a greater limit, which has become the focus of the current relevant practitioners and scholars。

This paper studies the marketing of domestic animation industry。 Firstly, the present situation, environment and competition pattern of animation industry marketing are introduced in the paper。 Then analyzed the current domestic animation industry marketing existing problems and reasons, at the same time, the more mature American and Japanese animation marketing model has been briefly described, discussed the two countries animation marketing to the Chinese animation industry marketing inspiration, finally, in view of the current domestic animation industry marketing problems, put forward the relevant countermeasures。 Believe that China's animation with the continuous promotion of marketing level, will continue to develop, and further into the international market, ranked among the world animation power。

Key words:  Animation industry; marketing; marketing issues; marketing strategy 

目录

一、绪论 1

（一） 研究的目的和意义 1

（二） 研究的主要问题和方法 1

1。 研究主要问题 1

2。 研究方法 1

二、国内动漫产业发展分析 2

（一） 产业概述 2

（二） 国内动漫产业现状