长沙市漫迷群体的消费行为研究
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摘要
中国漫迷的产生始于20世纪80年代,源于日本动漫的大量传入。21世纪初,在中国的许多城市,漫迷已开始逐渐成为一个成熟的群体,长沙作为中国动漫产业发展较好的城市之一,其漫迷群体已经有了相当的规模,这一群体的消费行为正在影响着长沙市乃至湖南省动漫产品及动漫周边产品的消费。然而,我国动漫研究领域的理论研究还十分缺乏,对于漫迷群体的研究也还处于起步阶段,对这一群体的特征、消费方式、动机等特点都不甚了解,这对于动漫及其周边产业的发展都是极为不利的。鉴于此,作者锁定长沙市漫迷群体消费行为进行研究。
本文对漫迷群体等几个重要概念进行了界定,分析了日本、美国、韩国三个动漫大国和我国漫迷群体以及我国动漫典型城市漫迷群体的形成及特征,并结合问卷调查和访谈等方式,利用描述性统计、列联表分析等方法,研究了长沙市漫迷群体对动漫产品的消费行为的影响因素以及漫迷群体的动漫产品购买频次、渠道、支出等内容。考虑到动漫周边产品在动漫产业中的重要性,论文进一步利用因子分析和聚类分析等方法研究了长沙市漫迷群体对动漫周边产品的消费情况。最后,在上述研究分析后得出有价值的结论,旨在为动漫企业决策提供参考依据,推动我国动漫产业的发展。
The Chinese ACG (Anime, Comic, Game) fans emerged in the 1980s due to the introduction of Japanese ACG Until the beginning of the 21st century, ACG fans' gradually growing into a maturity group in many cities of China,Changsha animation industry develops better than other cities in China, and Changsha has a large scale of ACG fans,whose consumer behavior affect the Changsha city's even the whole Hunan province's animation products and the peripheral products consumption. However, the research in our country in the field of ACG did not attach much importance to this group, and the research on this community was just at a beginning step, therefore we couldn't know the characteristics of the community well, such as the manner of consumption, the motivation of this group etc,it is harmful for the development of animation and the peripheral industry. Because of this,the author lock the consumer behavior of Changsha city ACG fans group to study .
First, this paper defines several important concepts such as the ACG fans group ,then analyzes the formation and characteristics of ACG fans group in Japan, United States , South Korea ,China and some of the animation typical cities' in China.On this basis, the paper combines with the questionnaire survey ,interviews and other methods, such as using descriptive statistical methods and crosstab analysis to study the factors of Changsha ACG fans group on the animation products consumption behavior ,as well as the frequency, channels, expenditures of buying animation products.Considering the importance of the peripheral products in the animation industry, the paper carries on the further study on Changsha ACG fans group in the peripheral products consumption, which using factor analysis,cluster analysis methods .In the end ,the author summarizes several important conclusions for the animation enterprise in order to make right decision ,and promote the development of our country's animation industry.
本文对漫迷群体等几个重要概念进行了界定,分析了日本、美国、韩国三个动漫大国和我国漫迷群体以及我国动漫典型城市漫迷群体的形成及特征,并结合问卷调查和访谈等方式,利用描述性统计、列联表分析等方法,研究了长沙市漫迷群体对动漫产品的消费行为的影响因素以及漫迷群体的动漫产品购买频次、渠道、支出等内容。考虑到动漫周边产品在动漫产业中的重要性,论文进一步利用因子分析和聚类分析等方法研究了长沙市漫迷群体对动漫周边产品的消费情况。最后,在上述研究分析后得出有价值的结论,旨在为动漫企业决策提供参考依据,推动我国动漫产业的发展。
The Chinese ACG (Anime, Comic, Game) fans emerged in the 1980s due to the introduction of Japanese ACG Until the beginning of the 21st century, ACG fans' gradually growing into a maturity group in many cities of China,Changsha animation industry develops better than other cities in China, and Changsha has a large scale of ACG fans,whose consumer behavior affect the Changsha city's even the whole Hunan province's animation products and the peripheral products consumption. However, the research in our country in the field of ACG did not attach much importance to this group, and the research on this community was just at a beginning step, therefore we couldn't know the characteristics of the community well, such as the manner of consumption, the motivation of this group etc,it is harmful for the development of animation and the peripheral industry. Because of this,the author lock the consumer behavior of Changsha city ACG fans group to study .
First, this paper defines several important concepts such as the ACG fans group ,then analyzes the formation and characteristics of ACG fans group in Japan, United States , South Korea ,China and some of the animation typical cities' in China.On this basis, the paper combines with the questionnaire survey ,interviews and other methods, such as using descriptive statistical methods and crosstab analysis to study the factors of Changsha ACG fans group on the animation products consumption behavior ,as well as the frequency, channels, expenditures of buying animation products.Considering the importance of the peripheral products in the animation industry, the paper carries on the further study on Changsha ACG fans group in the peripheral products consumption, which using factor analysis,cluster analysis methods .In the end ,the author summarizes several important conclusions for the animation enterprise in order to make right decision ,and promote the development of our country's animation industry.
引文
[1]张磊.中国漫迷群体研究:[硕士学位论文].华中师范大学,2005:5-7,45-46
[2]李子蓉.美、日、韩动漫产业发展经验及对我国的启示[J].世界地理研究,2006(04):24-27
[3]张晓明,胡惠林,章建刚.2005年:中国文化产业发展报告[M]社会科学文献出版社,2005
[4]陈少峰.北京发展文化创意产业要有战略定位[J].前线,2006(03):26-27
[5]史强.内地动漫市场潜力巨大[J].沿海企业与科技,2004(11):32
[6]张晓明,胡惠林,章建刚.2004年:中国文化产业发展报告[M],社会科学文献出版社,2004
[7]胡忠青.全球视角下的中国动漫产业崛起策略[J].电影评介,2007(08):3-5
[8]Kaj BJORKQVIST and Kirsti LAGERSPETZ.CHILDREN'S EXPERIENCE OF THREE TYPES OF CARTOON AT TWO AGE LEVELS.International Journal of Psychology 20.1985:77-93
[9]Levi,Antoni.Samurai from Outer Space:Understanding Japanese Animation.Chicago.1996
[10]Lindvall,Terry and Matthew Melton."Toward a Postmodern Animated Discourse:Bakhtin,Intertextuality and the Cartoon Carnival." Animation Journal 1994
[11]Schodt,Frederik L.Manga!Manga!the World of Japanese Comics [J].Berkeley,CA:Stone Bridge Press.1996
[12]Kelly,W.W.(Ed.).Fanning the flames:Fans and consumer culture in contemporary Japan.Albany:State University of New York Press.2004
[13]张战.国产动画片亟待填补的空白--谈13岁以上青少年对动画片的特殊需求[J].中国广播电视学刊,2001(06):70-71
[14]田丽君.需要重新设计动漫定位[J].中国广播电视学刊,2006(06):20-21
[15]郭虹,张国良.中国青少年与动画传播的实证研究--以北京、上海的动画传受状况为例[J].新闻大学,2003.11:30-35
[16]曹家俊,杨乃近.2004年国内动画消费市场分析(上)[J].广告大观(综合版),2005(04):87-91
[17]曹家俊,杨乃近.2004年国内动画消费市场分析(下)[J].广告大观(综合版),2005.(05):91-93
[18]郑薏苡.少年儿章动画片观赏心理的调查研究[J].兰州学,2002(02):66-68
[19]邓智平.广东青少年漫迷动漫消费调查报告[J].青年探索,2007(01):3-5
[20]江林.消费者心理与行为[M].北京:中国人民大学出版社,2002
[21]德尔·I·霍金斯等.消费者行为学[M].北京:机械工业出版社,2000
[22]俞海山.从消费模型论消费行为环保化的对策[J].宁波大学学报(人文科学版),2003(06):113
[23]刘凤良.消费理论的行为化趋向[J].国家行政学院学报,2005(06):85-RR
[24]Engel,Blackwell and Kollat.Consumer Behavior[M].1978
[25]徐玲.中国大城市白领青年女性服装购买行为研究:[硕士学位论文].西安:西北纺织工学院,2000
[26]冯丽云,孟繁荣.营销心理学[M].北京:经济管理出版社,2001
[27]菲利普·科特勒著,洪瑞云、梁绍明译.市场营销管理[M],北京:中国人民大学出版社.2002
[28]尹文莉.论消费动机与企业营销传播策略[J].科技经济市场,2006(12):222
[29]郭宇.江西小灵通客户消费行为研究:[硕士学位论文].北京邮电大学,2006
[30]菲利普·科特勒,凯文·莱恩·凯勒著,梅清豪译.营销管理[M],上海人民出版社.2006年
[31]王琳.文化产业的发展与预测[M],天津社会科学院出版社,2005
[32]周世锋,俞莹.日本动漫产业发展的成因与启示.今日浙江,2005(10):24-25
[33]Annie Manion.Discovering Japan:Anime and Learning Japanese Culture.A Master's Thesis Submitted to East Asian Studies Center University of Southern California.2005(07):13-17
[34]于素秋.日本动漫的发展路径--ANPANMA带给我们的启示[J].现代日本经济,2006(03):58-59
[35]Jonathan Gladden.Animania inside the world of Japanese Animation and Comic Art[J].1997.4:118-121
[36]崔晓茜.从韩国动画业的崛起浅析中国动画市场的发展[J].中国电视,2006(05):59-62
[37]张燕.浅析迪斯尼传媒集团的运营模式.中国电视,2004(10)
[38]李中秋.美日动画市场分析[J].中国电视,2004(12):65-68
[38]景宏.日本动漫产业的发展及其对世界的影响[J].日本学刊,2006(04):136-137
[40]张超然.韩国漫画产业发展状况政策及趋势[J].全球科技经济瞭望,2005(10):23-25
[41]小荷才露尖尖角--金鹰卡通国家动画产业基地综述.电视字幕、特技与动画,2005(08)
[42]骆敏.基于网络传播式的动漫产业发展探讨[J].新闻界,2007(02):127-128
[43]李宝萍.动漫,让生活更精彩--第二届中国国际动漫节全景扫描[J].中国广播电视学刊,2006(05):73-74
[44]蒋建国.提高原创能力,壮大动漫产业--湖南动漫产业调查[J].现代日本经济,2006(03):56-57
[45]动漫连锁加盟,挖掘中国一千亿动漫市场.http://sports.eastday.com/eastday/finance/node77285/node77756/nod e109414/userobjectlai1759090.html
[46]李涛.动漫名猫的品牌与产业化运作[J].新闻界,2006(03):22-23
[47 长沙动漫爱好者联盟.http://www.cosplay520.com/html/bbs.html
[48]张颖.统计分组、直方图及频数密度轨迹图[J].统计理论与方法,2001(05):13-14
[49]王萌.浅谈方法中的提问技巧[J].现代教育科学,2006(10):105-107
[50]郑莹莹.漫迷后遗症[J].童话世界(A版),2006(3):152
[51]张弓,汪洋.动漫艺术教程[M],清华大学出年版社,2002
[52]陈雪东.列联表分析在SPSS中的实现[J].数理统计与管理,2002(01):14-18
[53]王金桃,周利锋,高尔生.第六讲卡方检验[J].上海实验动物科学,2002(12):251-253
[54]马晓君.对因子分析方法及其过程中几个问题的探讨[J].统计教育,2005(08):61-64
[55]陈治.使用SPSS软件进行因子分析和聚类分析的方法[J].市场研究,2006(06):47-48
[56]李建军、丁正生、张海燕.常用判别分类方法分析[J].西安科技大学学报,2007(03):139-142
[2]李子蓉.美、日、韩动漫产业发展经验及对我国的启示[J].世界地理研究,2006(04):24-27
[3]张晓明,胡惠林,章建刚.2005年:中国文化产业发展报告[M]社会科学文献出版社,2005
[4]陈少峰.北京发展文化创意产业要有战略定位[J].前线,2006(03):26-27
[5]史强.内地动漫市场潜力巨大[J].沿海企业与科技,2004(11):32
[6]张晓明,胡惠林,章建刚.2004年:中国文化产业发展报告[M],社会科学文献出版社,2004
[7]胡忠青.全球视角下的中国动漫产业崛起策略[J].电影评介,2007(08):3-5
[8]Kaj BJORKQVIST and Kirsti LAGERSPETZ.CHILDREN'S EXPERIENCE OF THREE TYPES OF CARTOON AT TWO AGE LEVELS.International Journal of Psychology 20.1985:77-93
[9]Levi,Antoni.Samurai from Outer Space:Understanding Japanese Animation.Chicago.1996
[10]Lindvall,Terry and Matthew Melton."Toward a Postmodern Animated Discourse:Bakhtin,Intertextuality and the Cartoon Carnival." Animation Journal 1994
[11]Schodt,Frederik L.Manga!Manga!the World of Japanese Comics [J].Berkeley,CA:Stone Bridge Press.1996
[12]Kelly,W.W.(Ed.).Fanning the flames:Fans and consumer culture in contemporary Japan.Albany:State University of New York Press.2004
[13]张战.国产动画片亟待填补的空白--谈13岁以上青少年对动画片的特殊需求[J].中国广播电视学刊,2001(06):70-71
[14]田丽君.需要重新设计动漫定位[J].中国广播电视学刊,2006(06):20-21
[15]郭虹,张国良.中国青少年与动画传播的实证研究--以北京、上海的动画传受状况为例[J].新闻大学,2003.11:30-35
[16]曹家俊,杨乃近.2004年国内动画消费市场分析(上)[J].广告大观(综合版),2005(04):87-91
[17]曹家俊,杨乃近.2004年国内动画消费市场分析(下)[J].广告大观(综合版),2005.(05):91-93
[18]郑薏苡.少年儿章动画片观赏心理的调查研究[J].兰州学,2002(02):66-68
[19]邓智平.广东青少年漫迷动漫消费调查报告[J].青年探索,2007(01):3-5
[20]江林.消费者心理与行为[M].北京:中国人民大学出版社,2002
[21]德尔·I·霍金斯等.消费者行为学[M].北京:机械工业出版社,2000
[22]俞海山.从消费模型论消费行为环保化的对策[J].宁波大学学报(人文科学版),2003(06):113
[23]刘凤良.消费理论的行为化趋向[J].国家行政学院学报,2005(06):85-RR
[24]Engel,Blackwell and Kollat.Consumer Behavior[M].1978
[25]徐玲.中国大城市白领青年女性服装购买行为研究:[硕士学位论文].西安:西北纺织工学院,2000
[26]冯丽云,孟繁荣.营销心理学[M].北京:经济管理出版社,2001
[27]菲利普·科特勒著,洪瑞云、梁绍明译.市场营销管理[M],北京:中国人民大学出版社.2002
[28]尹文莉.论消费动机与企业营销传播策略[J].科技经济市场,2006(12):222
[29]郭宇.江西小灵通客户消费行为研究:[硕士学位论文].北京邮电大学,2006
[30]菲利普·科特勒,凯文·莱恩·凯勒著,梅清豪译.营销管理[M],上海人民出版社.2006年
[31]王琳.文化产业的发展与预测[M],天津社会科学院出版社,2005
[32]周世锋,俞莹.日本动漫产业发展的成因与启示.今日浙江,2005(10):24-25
[33]Annie Manion.Discovering Japan:Anime and Learning Japanese Culture.A Master's Thesis Submitted to East Asian Studies Center University of Southern California.2005(07):13-17
[34]于素秋.日本动漫的发展路径--ANPANMA带给我们的启示[J].现代日本经济,2006(03):58-59
[35]Jonathan Gladden.Animania inside the world of Japanese Animation and Comic Art[J].1997.4:118-121
[36]崔晓茜.从韩国动画业的崛起浅析中国动画市场的发展[J].中国电视,2006(05):59-62
[37]张燕.浅析迪斯尼传媒集团的运营模式.中国电视,2004(10)
[38]李中秋.美日动画市场分析[J].中国电视,2004(12):65-68
[38]景宏.日本动漫产业的发展及其对世界的影响[J].日本学刊,2006(04):136-137
[40]张超然.韩国漫画产业发展状况政策及趋势[J].全球科技经济瞭望,2005(10):23-25
[41]小荷才露尖尖角--金鹰卡通国家动画产业基地综述.电视字幕、特技与动画,2005(08)
[42]骆敏.基于网络传播式的动漫产业发展探讨[J].新闻界,2007(02):127-128
[43]李宝萍.动漫,让生活更精彩--第二届中国国际动漫节全景扫描[J].中国广播电视学刊,2006(05):73-74
[44]蒋建国.提高原创能力,壮大动漫产业--湖南动漫产业调查[J].现代日本经济,2006(03):56-57
[45]动漫连锁加盟,挖掘中国一千亿动漫市场.http://sports.eastday.com/eastday/finance/node77285/node77756/nod e109414/userobjectlai1759090.html
[46]李涛.动漫名猫的品牌与产业化运作[J].新闻界,2006(03):22-23
[47 长沙动漫爱好者联盟.http://www.cosplay520.com/html/bbs.html
[48]张颖.统计分组、直方图及频数密度轨迹图[J].统计理论与方法,2001(05):13-14
[49]王萌.浅谈方法中的提问技巧[J].现代教育科学,2006(10):105-107
[50]郑莹莹.漫迷后遗症[J].童话世界(A版),2006(3):152
[51]张弓,汪洋.动漫艺术教程[M],清华大学出年版社,2002
[52]陈雪东.列联表分析在SPSS中的实现[J].数理统计与管理,2002(01):14-18
[53]王金桃,周利锋,高尔生.第六讲卡方检验[J].上海实验动物科学,2002(12):251-253
[54]马晓君.对因子分析方法及其过程中几个问题的探讨[J].统计教育,2005(08):61-64
[55]陈治.使用SPSS软件进行因子分析和聚类分析的方法[J].市场研究,2006(06):47-48
[56]李建军、丁正生、张海燕.常用判别分类方法分析[J].西安科技大学学报,2007(03):139-142