常州动漫品牌向玩具延伸的策略研究

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。

Study on Strategy from Changzhou Anime Brands to Toy Extensions

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 consu...