I基于CBBE理论的国产动画电影品牌策略研究摘要目前国产动画电影的产量在国产电影总量中所占的比重逐年攀升，大制作和品牌动画已初具规模。就我国动画电影现状来看国产动画电影仍存在着品牌影响力不佳、国际市场竞争力不强等问题。其原因之一在于对动画电影的品牌建设意识不强。本文在已有相关研究成果的基础上，以国产动画电影品牌现状分析为逻辑起点，分析国产动画电影品牌存在的问题，将“CBBE理论”的普遍性与国产动画电影品牌因素的特殊性相结合，构建出“国产动画电影的CBBE品牌模型”，并提出了国产动画电影的“CBBE品牌策略”。本研究认为，国产动画电影的“CBBE品牌策略”，即品牌标识策略、品牌关系策略、品牌内涵策略、品牌反应策略四大策略，能给国产动画电影品牌建设提供新思路。品牌标识策略强调企业要重视自身的品牌形象，形成良好的企业文化。品牌关系策略的主旨在于探索消费者与产品之间的关系，深入了解消费者的观影需求。品牌内涵策略注重动画电影产品本身的质量。品牌反应策略要求国产动画电影企业重视对消费者的迎合和消费者的精神反应，从而打造强势国产动画品牌。关键词：国产动画电影；CBBE理论；品牌策略IIABSTRACTThecurrentdomesticanimationfilmproductioninthedomesticindustry'sshareoftotalriseyearbyyear,brandproductionandanimationistakingshape.CurrentsituationofChina'sanimationfilmdomesticanimationfilmremainspoorbrandinfluence,theinternationalmarketcompetitivenessisnotstrongandsoon.Oneofthereasonsisthattheanimationfilmthebrandconstructionofconsciousnessisnotstrong.Inthispaper,onthebasisofexistingresearchresults,withdomesticanimationbrandpresentsituationanalysisasthelogicalstartingpoint,analysestheproblemsexistinginthedomesticanimationfilmbrand,willbe"CBBEtheory"ofuniversalityandtheparticularityofdomesticanimationfilmbrandfactorscombined,build"CBBEbrandmodelofdomesticanimationfilm",andputforwardthedomesticanimationfilm"CBBEbrandstrategy".Thisstudyarguesthatdomesticanimationfilm"CBBEbrandstrategy",namely,brandstrategy,brandrelationshipstrategy,connotationofthebrandstrategy,brandstrategyfourstrategies,toprovidenewwayfordomesticanimationfilmbrandbuilding.Brandidentitystrategyemphasizestheenterprisesshouldattachgreatimportancetothebrandimageofitself,formingagoodenterpriseculture.Purposeofbrandrelationshipstrategyistoexploretherelationshipbetweenconsumersandproducts,andhaveathoroughunderstandingofconsumerviewingneeds.Connotationofthebrandstrategyfocusedonthequalityoftheanimationfilmproductitself.Brandresponsestrategyfordomesticanimationfilmenterprisevaluetocatertotheconsumersandconsumersmentalreaction,thusbuildastrongdomesticanimationbrand.Keywords:domesticanimationfilm;CBBEtheory;brandstrategyIII目录摘要..............................................................IABSTRACT........................................................II绪论..............................................................1一、国产动画电影品牌相关理论综述....................................2（一）国产动画电影品牌研究现状..................................2（二）CBBE理论及研究现状.......................................2二、国产动画电影品牌发展现状及存在问题..............................3（一）国产动画电影品牌发展现状..................................3（二）国产动画电影品牌发展存在的问题............................5三、国产动画电影CBBE品牌模型.......................................6（一）CBBE品牌理论分析.........................................6（二）国产动画电影品牌的CBBE模型...............................6四、国产动画电影的CBBE品牌策略.................................
