常州动漫品牌向玩具延伸的策略研究

高 瞩; 秦 佳; 史 丽; 王 欢

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常州动漫品牌向玩具延伸的策略研究
高瞩^1,2, 秦佳³, 史丽³, 王欢⁴
1. 常州工学院，常州 213002;2. 西安理工大学，西安 710048;3.常州工学院，常州 213002;4.西安理工大学，西安 710048

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。

关键词: 动漫品牌玩具传承度延伸评价延伸策略

DOI：

分类号:J524.2

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）

Study on Strategy from Changzhou Anime Brands to Toy Extensions

GAO Zhu^1,2, QIN Jia³, SHI Li³, WANG Huan⁴

1. Changzhou Institute of Technology， Changzhou 213002，China;2. Xi′ an University of Technology，Xi′ an 710048;3.Changzhou Institute of Technology， Changzhou 213002，China;4.Xi′ an University of Technology，Xi′ an 710048

Abstract:

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.

Key words: anime brands toys inheritance extension assessment extension strategy