中国动漫会展的市场竞争策略

摘要：动漫会展行业由动漫行业的衍生出的新兴产业，近些年来，各种各样的动漫展会以势如破竹的气势遍布全国各地。由于动漫会展行业还属于起步阶段的新兴产业,伴随着各地会展行业的兴起,我们在摸索成功的道路上，各种问题也慢慢显露出来。

当今我国动漫会展业面临着一系列问题，诸如国内动漫展会影响力不足、行业尚未建立完善的发展模式、国内动漫展会影响力不足、动漫会展服务与动漫行业的协作不足、国内会展和动漫专业人才匮乏、国内漫展受众群面窄等，提出了几点建议:打造富有中华民族文化的漫展品牌、规范国内漫展市场发展秩序、增进与国际性展会的交流与合作、明确动漫会展的功能和定位、动漫会展线下与线上的延伸结合、成立行业监督机制与加强会展自律、培养专业人才和注重客户体验，强调动漫会展的可持续发展是依靠于展现会展特色和活动内容的创新。73757

毕业论文关键词：动漫产业；产业链；动漫会展；市场营销；发展

The market competition strategy of comic-con in China

Abstract:Comic-con is a new industry created by the animation industry。In recent years, various animation exhibition have been around the country。Because the anime convention and exhibition industry also belongs to the early stage of emerging industries, with around the rise of the exhibition industry, we grope for the road to success, all sorts of problems also gradually revealed。

Nowadays, animation exhibition industry in our country is facing a series of problems, such as insufficient domestic animation exhibition influence, the development of the industry has not yet established mode, insufficient influence domestic animation exhibition,its service and lack of collaboration, the domestic animation professionals who lack and domestic audience narrow surface, etc。 I put forward some suggestions such as: creating the rich culture of the Chinese nation who brand, standardize the order of domestic diffuse fair market development, enhance exchanges and cooperation with international exhibition, define the function and orientation of anime convention, an extension of the anime convention offline and online combined, set up industry supervision mechanism and strengthen self-discipline of the convention and exhibition, and cultivate professional talents and pay attention to the customer experience。Though this way,it highlights that the sustainable development of the anime convention is dependent on its unique exhibition features and content of innovation。

Keywords: Animation industry；Link of the industrial chain；Animation exhibition；Marketing；Development

一、绪论 3

（一）课题研究的目的与意义 3

（二）课题研究的现状和发展趋势 4

二、动漫会展产业基本概述 5

（一）动漫的定义 5

（二）动漫产业链的概念 5

（三）动漫会展的内涵、外延 6

（四）中国动漫会展在动漫产业链中的地位 6

三、中国漫展的发展、分类及特点 7

（一）动漫会展产业的发展历程 7

（二）中国动漫展会的类型 9

1、按漫展主题划分 9

2、按漫展组织者分 10

（三）中国动漫会展的特点中国动漫会展的市场竞争策略:http://www.youerw.com/jingji/lunwen_83445.html