【作者】 田莉；

【导师】 罗永泰；

【作者基本信息】 天津财经大学 ， 企业管理， 2007， 硕士

【摘要】 在创意产业创造的价值越来越不容忽视的今天,作为能够带来巨额利润的创意产业发展链条上的实体部分,创意产品的生产、营销和消费开始受到了空前的重视,创意产品的营销时代到来了。创意产品作为体现当今时代消费特色的最好载体,了解这一载体更有助于我们把握寻找和选择恰当的顾客价值,有效的发现需求,满足需求,引导需求与创造需求。实现企业和社会的双重价值增长。本文首先梳理了有关消费者需求和营销模式演进的相关理论,并从产品的市场概念演进的角度界定了创意产品的内涵范围,分析其区别于产同的产品类型的特点及消费特征。为了使研究具有可操作性,在本研究中选取了典型的创意产品类型—动漫产品,以此为例对于其消费群体进行问卷调查,通过相关统计分析,得出影响消费者对于动漫产品需求的因素,由此进一步推广到整个创意产品族。根据需求的类型进行创意产品的营销推广模式研究提出了创意产品的体验营销与文化营销策略。并通过典型案例的分析,弥补了统计分析研究的不足,并作为理论研究的佐证。更多还原

【Abstract】 As the development of modern society, the value created by the creative industry can not be neglected already. The producing, consuming and marketing of the creative product has gained lots of attention. We could say the time of the creative product had arrived already. Through the analysis of the creative product, the best representative of the modern society, we can know how to find and satisfy customer wants and needs and even lead and create customer needs to add value to both company and society.In this paper, firstly we summarize the theory of the customer wants and needs and the marketing strategy. Define the creative product and clarify its scope. Due to the marketing strategy depends on the category of the wants and needs. We analysis the demand category of the creative product by means of demonstration, where we take the most typical creative product—the cartoon product as the example. We design the survey paper and sent it to the target consumers. Through the statistical analysis we know the demand model of the cartoon product and then extend it to the whole creative product. Based on this analysis, we research the marketing strategy. In order to make up the deficiency of the theory investigation, we selected a typical case as a further prove.更多还原