Study on World Animation Industry
- Zhang Liwen
- Today’s Mass Media, Vol. 4, 2011, pp. 61-63.
The development of derivatives is the most profitable part in animation industry. The development of derivatives in Chinese animation industry is no better than that in animation powers, this is largely because the lack in marketing promotion of cartoon brands which hampers the development of derivatives. Marketing promotion is an important part in the development of animation industry. An excellent animation work will have to take full use of effective marketing methods to achieve its fame. By summarizing different marketing promotion modes of Chinese animation products, this paper epitomizes the status quo of domestic animation marketing promotion. Based on the reference of the successful experience in developed countries, this paper finds out the drawbacks of the marketing promotion of Chinese animation products and then puts forward suggestions for improvement. It is hoped that this paper can provide reference for the theoretical study of Chinese animation products' marketing promotion mode; furthermore, the marketing promotion mode which is useful for the sustained development of Chinese animation industry can be explored.