An Analysis Of The Vertical Communication Mode Of Digital Products In The Animation Industry

With the development of information technology and the universal access to intelligent terminals in the 21st century,mobile Internet of China has attracted more and more attention.In the era of focus communication,the network audience is more and more subdivided,and their requirements are also becoming more personalized and diversified.People hope to take the initiative to obtain the information they need through a variety of channels or ways and participate in the production and sharing of information,instead of being satisfied with the passive intake of information.Therefore,along with the fierce competition in the network market and the change of users’ social ways,various types of mobile apps have become important information access portals and platforms for users in the mobile Internet.Currently,the big animation companies have been seeking for a suitable way to develop animation of China.However,most academic research objects are the animation industry development model of a country(e.g.,China),or the operation of’an animation company(such as the Aofei animation),or a unique type of animation products(such as strip cartoons).All of them are a discussion on the macro,meso and micro development of animation industry from the lateral aspect.In this paper,we study digital animation products of the domestic animation industry in the mobile communication era,focusing on the "mobile communication era","animation publishing industry" and "vertical" from the vertical level like Tencent anime and quick-view comics.In order to further study the characteristics and shortcomings of the vertical development of digital products in the animation industry,the main body of this paper is divided into the following tive parts based on literature research and comparative analysis.Firstly,based on the research background,this paper firstly proposed the research purpose,research theory and practical significance in the introduction,and made the research object clear.Then we presented the research methods and the existing research results.Finally,the relevant concepts were defined.Secondly,this paper analyzed the communication subjects and user attributes in the animation industry market in the era of mobile Internet.In addition,it analyzes the concept,product interface and appearance of vertical digital animation products represented by mobile animation APP from the perspective of products.Finally,this paper analyzes the vertical development of vertical animation apps from the perspective of product development iteration and operation effect,making a comparative analysis of the cases.The main contributions of this study are summarized as follows.This study is of certain practical significance.Because it helps Internet companies and other animation publishing industries to design more attractive animation digital products according to user experience to meet users’ requirements and provide more satisfactory vertical services.Moreover,the vertical mode is studied from the perspective of product operation.Based on the real empirical materials in the industry,competitive product analysis is able to provide suggestions for the better participation of other animation apps into the market.