国产玩具品牌形象塑造及发展研究-以奥飞动漫为例.docxVIP

PAGE 27 PAGE 2 国产玩具品牌形象塑造及发展研究-以奥飞动漫为例 摘 要 奥飞动漫是目前中国最具实力的玩具生产公司，也是国内首家成功上市的动漫企业公司。早期的奥飞动漫企业经营的是传统的玩具制造商模式，《火力少年王》动画的推出，使奥飞动漫转型成为动漫文化企业，从而进入了“原创动漫玩具品牌”的商业发展道路。自从奥飞动漫树立起自身的原创品牌，玩具产品营业收入由2006年普通玩具生产作坊的112万，上升到2010年近6亿元的产值，获得了巨大的经济效益。奥飞动漫通过品牌的成功塑造，占领了巨大的中国动漫玩具市场空间。 本文介绍了奥飞动漫品牌塑造与推广的经历，通过品牌塑造、品牌定位、品牌传播等理论，采用理论探究与实证分析相结合的研究方法，来系统地研究奥飞动漫成为中国玩具第一品牌的塑造推广策略。文章分为六个模块：第一章阐述了研究背景、研究意义、国内外研究现状以及相关理论；第二章概述了国内外动漫玩具产业发展的现状，以及国内动漫玩具产业发展存在的问题；第三章将奥飞动漫公司概况进行了阐述，包括其公司基本情况以及发展现状；第四章具体分析奥飞动漫玩具形象的品牌塑造策略，其中包含品牌定位策略、品牌识别策略与品牌推广策略；第五章结合奥飞动漫品牌的成功塑造，为其他国产玩具品牌提供启示；第六章对全文进行总结。本论文通过对奥飞动漫品牌塑造的案例分析，希望对其他国产玩具品牌形象的塑造与发展，提供可参考的理论知识与实际措施。 关键词：国产玩具；品牌塑造；品牌定位；品牌传播；奥飞动漫 Research on the image building and development of domestic toy brand- Take Alpha Animation as an example Abstract Alpha Animation is currently the most powerful toy production company in China, is also the first successful listed animation companies. The early Alpha Animation business is a traditional toy manufacturer model, the launch of the Blazing Teens animation, so that Alpha Animation into an animation culture business, thus entered the original animation toy brand business development road. Since Alpha Animation set up its own original brand, toy product revenue from ordinary toy production workshop in 2006 of 1.12 million, rising to nearly 600 million yuan in 2010 output value, has obtained huge economic benefits. Alpha Animation through the success of the brand molding, occupied a huge space in the Chinese animation toy market. This paper introduces the experience of the creation and promotion of the AOFEI cartoon brand, through the theory of brand building, brand positioning, brand communication and so on, to systematically study the shaping and promotion strategy of Alpha Animation becoming the first brand of toys in China. The article is divided into six modules: The first chapter describes the research background, research significance, domestic and foreign research status and related theories; the second chapter outlines