The Animation Products' Consumer Behavioral Analysis And Research Of Students In Jinan Shandong Province

The animation industry as the sunrise industry in the 21^st century has developed rapidly in our country. At now, the animation has formed the new economical point of growth. The government has promulgated a huge corresponding policy and regulations to promote the rapid development of animation industry, and also put much money into the animation industry. But the animation industry of our country has still many weak points, and the national animation industry's stagnancy is the most primary show, neglecting market investigation and inaccurate audience orientation are the important reasons. In view of these facts, we chose the reading students of Jinan, Shandong province as the object of study by the method of questionnaire survey. And by researching their behaviors of consuming animation products, we discussed our national animation's total situation and the reasons of stagnancy.The paper mainly researched the consumer circumstances of animation products of the students in Jinan, Shandong Province, and proposed some view and advice to the animation industry's development in future of Jinan. The consumer circumstances of animation products of Jinan teenagers were emphasis survey. By this way, we could find out their consumer choice and predilection, acknowledge and view to our national animation and so on. We could analyze our national animation' predicament and future way by their consumer circumstances of animation products, in addition, provided some reference to promote Jinan animation industry's development better.The paper's concrete contents are as follows: firstly, it discoursed the research background and meaning, introduced the research dynamic state in both here and abroad, and stated simple the research contents and methods; secondly, it introduced two top-drawer research theories and the marketable current situation of Jinan animation products; thirdly, it put emphasis on researching the students' consumer behavioral features in Jinan, involving animation consumer choice and predilection, moreover, the attitude and view for national animation industry, etc; finally, by analyzing the superior, inferior, opportunity and challenge of Jinan animation industry, according to the research results, it provided some valuable reference for the development of Jinan animation industry.