摘要： 随着时代的发展，传媒技术的革新,动画和漫画的结合日益紧密，被合称为动漫。动漫的商业价值在于引导消费者，被动漫剧情或动漫人物所吸引的消费者，会有意识地购买与动漫相关的产品、周边等,这种消费给商家带来的利润是极其丰厚的，动漫产业也应运而生。动漫以其极具亲和力、极富人性化的特点满足着人们日益增长的个性化和差异化的消费需求,同时这也是在日渐激烈的市场竞争中突显企业特色、树立品牌形象、拉近企业与消费者距离的绝佳途径。80981

    文章选取了知名运动品牌特步为探讨论据，国内极具特色的动漫企业功夫动漫与特步企业的合作定制了动画《梦想总动员》，从营销提案、角色定制、投放媒体、线下推广、发行海外这些过程全面分析立体式动漫营销模式的运作，还计算了这一营销模式的投入与产出比，探究动漫营销对于企业产品宣传的推动作用。同时也深入剖析了这一营销方式的诸多风险——投资风险、人气风险、销售与库存风险，授权风险以及盗版风险。并根据这些风险提出如何规避的建议，归纳总结有效的策略和思路。

毕业论文关键词： 立体式动漫营销；特步；动漫品牌形象；动漫生命周期

Animation marketing helps promote the research of enterprise products ——take X-tep for example

Abstract: With the development of modern media, the connection of animation and comics  become close, and there is an abbreviation call “anime”。 The value of anime is affected audience and customer。 When customer and audience love a series of anime or appreciate a cartoon character, their emotion will lead them to buy anime products, which related to what their favorites。 Businessman has opportunity to achieve large benefits from this fashion or trend。 Therefore, there is an opportunity for rising animation industry。 Animation industry has extremely amiable sense and vivid humanization, which can satisfy the demand of the competitive market。 On the other hands, these two factors are the best way to highlight enterprise’s culture, and figure out brand image, and close the distance between enterprise and customer。

This essay chooses a well-known sports brand Xtep to be an argument。 The animation enterprise “Kung Fu” cooperate with Xtep to make a plan for creating cartoon 《Dream mobilization》。 From the marketing proposal, role designed, media delivery, marketing activities, and oversea issued to analyze three-dimensional animation marketing model operation。, and the article also calculates the input and output ratio of this kind of marketing model。 Exploring the animation promotion effect of the company production advertise。 Essay also analyze the risk of the marketing model such as investment risk, popularity risk, sales and inventory risk, licensing risk, and piracy risk。 According to the analysis, my essay proposes some advice for risk management and summarize the effective strategies and ideas。

Keywords: Stereoscopic animation marketing；X-tep； brand animation image；Animation life cycle

目录

一、 绪论 6

1。1 研究目的及研究意义 6

1。2 相关领域研究现状 6

1。3特步（特步儿童） 6

1。4功夫动漫 6

二、 概念及相关理论基础 7

2。1营销和动漫营销