| ABSTRACT | 第1-9页 |
| 摘要 | 第9-16页 |
| Chapter Ⅰ Introduction | 第16-27页 |
| ·Research Background | 第16-18页 |
| ·Research Significance | 第18-21页 |
| ·Key Concepts and Definitions | 第21-27页 |
| ·Comics and Animation | 第21-23页 |
| ·Comics and Animation Industry | 第23-24页 |
| ·Comics and Animation Enterprises | 第24-27页 |
| Chapter Ⅱ The History of Global Comics and Animation IndustryDevelopment | 第27-35页 |
| ·The United States | 第28-30页 |
| ·Japan | 第30-32页 |
| ·South Korean | 第32-35页 |
| Chapter Ⅲ PEST Analysis on Japanese Comics and AnimationIndustry | 第35-50页 |
| ·Political Factors | 第36-43页 |
| ·Accurately Positioning the Comics and Animation Industry | 第36-38页 |
| ·Establishing Management Departments and Research Institutions | 第38-39页 |
| ·Financial Support Policy | 第39-41页 |
| ·Creation Awards Policy | 第41-42页 |
| ·Talent Cultivation Policy | 第42-43页 |
| ·Economic Factors | 第43-45页 |
| ·Accurate Market Positioning | 第43-44页 |
| ·Export Encouragement Policy | 第44-45页 |
| ·Socio-Cultural Factors | 第45-47页 |
| ·Technological Factors | 第47-50页 |
| Chapter Ⅳ Marketing Strategies of Japanese Comics and AnimationIndustry | 第50-82页 |
| ·Product Strategy | 第51-65页 |
| ·Comics | 第51-56页 |
| ·Animation | 第56-62页 |
| ·Comics and Animation Derivatives | 第62-65页 |
| ·Pricing Strategy | 第65-69页 |
| ·Pricing Strategy of Comic Magazine | 第65-66页 |
| ·Pricing Strategy Offprints | 第66页 |
| ·Pricing Strategy of TV Animation | 第66-68页 |
| ·Pricing Strategy of Comics and Animation Derivatives | 第68-69页 |
| ·Place (Distribution) Strategy | 第69-78页 |
| ·Distribution Strategy of Comics | 第70-73页 |
| ·Distribution Strategy of Animation | 第73-77页 |
| ·Distribution Strategy of Derivatives | 第77-78页 |
| ·Promotion Strategy | 第78-82页 |
| ·Advertising | 第79-80页 |
| ·Personal Selling | 第80页 |
| ·Integrated Marketing Communication | 第80-81页 |
| ·Experiential Marketing | 第81-82页 |
| Chapter Ⅴ The Implications of Marketing Strategies of Japanese Comicsand Animation Industry | 第82-91页 |
| ·The Comparison of Comics and Animation Industry in China and Japan | 第82-85页 |
| ·The Positioning of Comics and Animation Market | 第82-83页 |
| ·The Innovativeness of Comics and Animation Works | 第83-84页 |
| ·The Establishment of Market-based Mechanism | 第84-85页 |
| ·The Strategic Advice for Chinese Comics and Animation Industry | 第85-91页 |
| ·To Accurately Position the Comics and Animation Industry | 第86页 |
| ·To Create a Complete Comics and Animation Industry Chain and Optimize the Structure of the Comics and Animation Industry | 第86-87页 |
| ·To Improve Creativity and Cultivate Brand Image | 第87-88页 |
| ·To Cultivate Innovative Professionals for Comics and Animation Industry | 第88-89页 |
| ·To Fight Piracy and Create a Harmonious Environment | 第89-91页 |
| Chapter Ⅵ Conclusions | 第91-94页 |
| REFERENCES | 第94-97页 |
| ACKNOWLEDGEMENT | 第97-98页 |
