| 高 瞩,秦 佳,史 丽,王 欢.常州动漫品牌向玩具延伸的策略研究[J].包装工程,2011,32(12):83-86. |
| 常州动漫品牌向玩具延伸的策略研究 |
| Study on Strategy from Changzhou Anime Brands to Toy Extensions |
| 投稿时间：2010-12-02 修订日期：2011-06-20 |
| DOI： |
| 中文关键词: 动漫品牌 玩具 传承度 延伸评价 延伸策略 |
| 英文关键词: anime brands toys inheritance extension assessment extension strategy |
| 基金项目:江苏省教育厅高等学校哲学社会科学基金项目资助 （09SJD840002） |
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| 中文摘要: |
| 基于动漫品牌延伸的基本概念及传承度和延伸评价理论， 分析了将已成功的动漫品牌形象， 运用于新进入市场的玩具产品， 使新玩具产品投放市场即获得原有动漫品牌优势的支持延伸意义， 提出了常州动漫品牌向玩具进行延伸的 3项策略， 即： 建立延伸评价指导下的玩具开发机制、 实现以感性消费观为驱动的延伸方法论、 创新多元化迁移的延伸形式， 对常州创新动漫品牌和玩具品牌建设提供了理论指导。 |
| 英文摘要: |
| Based on the basic concepts, inheritance and extension assessment theory of anime brand extension, it explored the extension significance of applying the successful images of anime brands to newly-entered toys which won the advantage of the original brands when first entering the market, then put forward three strategies of Changzhou anime brands to toy extensions, i.e. to construct a toy-developing mechanism under the context of extension assessment, to develop an extension methodology driven by perceptual consumption ideas and to innovate the extension form under the circumstance of a multi-dimensional transfer so as to provide a theoretical guide for innovating Changzhou anime brands and toys brands. |
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