Changsha City Manmi Groups Consumer Behavior

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.