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Study of Changsha City animation development strategy based on the analysis of consumer behavior

Author: LinJing
Tutor: LuoJianHong
School: Central South University
Course: Business management
Keywords: Animation derivatives Consumer behavior Development strategy
CLC: J124
Type: Master's thesis
Year: 2012
Downloads: 42
Quote: 0
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Abstract


Animation industry as a strategic emerging industry which is listed as a national key cultural industry development categories. It is an important part of the creative industries. Changsha is one of the oldest cities which started to develop animation in the history China. The animation industry is one of competitive industries of Changsha. And Changsha has a reputation of "the animation pioneer ". However, these advantages are becoming more and more no obvious in recent years. Some rising cities have the trend to beyond. And the high cost of animation production, animation production enterprises are still at a loss even if there is a national policy subsidy. If the Changsha animation industry model of development and growth not innovate, the industry profit status cannot be changed. And the dominant position will be precarious. Animation derivatives development is the highest profitability aspect of the animation industry chain. And is the key factor to sustain the development of the animation industry. So how to develop animation derivative product to make the Changsha animation industry first-mover advantage into a long-term advantage is an important issue facing the development of animation industry in Changsha.This study is based on the survey of consumer behavior to provide the strategy for the development of animation derivatives in Changsha. Firstly, reviewing and combing the theory of consumer behavior and product development theory, and provide theoretical guidance for this study. Subsequently, described and analyzed successful animation world country and our typical urban areas of animation derivatives development and cases to learn from the success of the development of its animation derivatives. Furthermore, doing surveys about Changsha animation derivatives markets consumer behavior. Using questionnaire survey and interviews methods, and using the SPSS statistical software to analyze the obtained data, including descriptive analysis, reliability and validity analysis, correlation analysis, factor analysis and cluster analysis, differential analysis, drawing the anime derivatives market consumer behavior characteristics in Changsha. Then, on the basis of the analysis of consumer behavior to analyze the current situation and problems of the development of Changsha animation derivatives, come to the deficiencies and problems in the development of Changsha animation derivatives. Finally, aiming at the existing issues related to animation derivatives of Changsha to come out development strategies and safeguards which to provide guidance and basis for the development of animation derivatives in Changsha.

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