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1、汕頭大學(xué)碩士學(xué)位論文創(chuàng)意經(jīng)濟(jì)視角下的中國(guó)創(chuàng)意產(chǎn)品娛樂(lè)營(yíng)銷(xiāo)研究姓名：鄭燕華申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：美術(shù)學(xué)指導(dǎo)教師：錢(qián)鳳根20090606汕頭大學(xué)碩士研究生學(xué)位論文創(chuàng)意經(jīng)濟(jì)視角下的中國(guó)創(chuàng)意產(chǎn)品娛樂(lè)營(yíng)銷(xiāo)研究ABSTRACTAfterentryto21centurycreativeeconomyspringsupquicklyinthefmofcreativeindustryunderthebackgroundofknowledgeeconom

2、yconsumerisminnovationthey.Inthepast12yearscreativeindustryexperiencesaquickdevelopmentfromconceptiontopracticespreadsfromdevelopedtounderdevelopedcountries.Thepracticeindevelopedcountriesshowedthatcreativeindustryhasbec

3、omeanimptantgrowthpointofrapideconomicdevelopment.Ourcountryispayinggreatattentiontodevelopcreativeindustryinrecentlyyears.Themostimptancefcreativeindustrydevelopmentistofmaintegratedeffectiveindustrychain.InChinatheweak

4、estlinkinthechainismarketingwhichceismarketingpolicymaking.CurrentlyinChinathestudiesoncreativeproductmarketingpolicystillonexplingstagewhichmakesitmeaningfulpossibleffurtherresearch.Socialeconomyhasexperiencedproducteco

5、nomycommodityeconomyserviceeconomynowcomestocreativeeconomy.Underthiseconomystatethepurposefconsumptionisnolongertogetcertaingoodsserviceonlybuttopursuepersonalityfashionemotionalenjoymentpleasure.Soaccdingwithconsumptio

6、nacterofneweconomybackgroundentertainmentmarketingemergeasthetimesrequireindertoadapttothechangeinconsumptionmodebadlyhomogeneouscommodityserviceovercompetitionmarket.Thispaperpointoutthatentertainmentmarketingasanewstyl

7、emarketingmodewillbecomeadevelopmenttrendinthefollowingfuturewhichissuitabletothebackgroundofcreativeeconomy.Thispapercarriedoutcompletesystemicresearchonmarketingmodespoliciesofcreativeindustrybyadoptingthemethodsoflite

8、ratureconsultationquestionnairecomparisonanalysiscaseanalysis.BasedontheTimesbackgroundtheiessuchasCreativeEconomicTheyMarketingModesinnovationMaslow’sDemLevelsTheyCustomerValueTheyConsumerPurchaseDecisionmakingProcessTh

9、eythispapereducestheactersofcreativeproductcreativeindustryfromstudyingtheconsumer’sdemincreativeeconomicera.Thenaccdingtotheactersofentertainmentmarketinghepaperpointoutthatentertainmentmarketingisrightmarketingmodethat

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