"Net Generation" Film Animation Consumption And Dissemination Research

In the 21 st century,human society has entered the age of information network,and the popularization of network technology has completely changed people’s working methods and lifestyles.Today,the Internet popularity rate in China has reached70.4%[1].China’s Internet development has entered a period of rapid development.The integration,openness and sharing,as well as the high growth and low cost of the Internet economy have prompted the transformation and upgrading of various industries.The development of film and television animation industry also ushered in new changes driven by the Internet economy.The post-90 s and post-00 s are two generations that have grown up with the development of the Internet in China,also known as the " Net generation ".With the upgrading of Internet consumption and the iteration of consumer groups,the "Net generation" became the mainstream consumer group in the current film and television animation market.How to win the "net generation" group is the key to the development of the current animation industry.From the perspective of the consumption demand for film and animation of the "Net Generation",the current user scale has exceeded 400 million,and the net generation has became the main consumer group in the animation market.This group is willing to accept innovative communication media,experience new communication methods,and pay attention to different contents.From the perspective of the supply of "net generation" film and television animation,there are currently insufficient content innovation capabilities,excessive reliance on network IP adaptation,and unstable production levels.While from the perspective of the animation marketing communication of the "net generation",although there are mainly content linkage marketing communication,cross-border marketing communication,platform interactive communication,opinion leader marketing,etc.,the communication lacks pertinence and effectiveness.In order to grasp the "net generation" consumer demand for animation and the future trend of animation communication,the author analyzes and makes recommendations from the following perspective: marketing communication,the perspective of audience needs,animation content innovation,innovative marketing communication methods and advanced technology use.This article is divided into five chapters.The introduction presents the research background,research significance,analyzes the causes of the "net generation",and defines the concept of the "net generation".The second chapter analyzes the "net generation" animation users and their consumption behaviors,and achieves the following findings: post-90 s and post-00 s have a high enthusiasm for animation consumption.Hobbies are the main motive of consumption.The "net generation" has good payment awareness,paying attention to consumer experience and reputation of works.The third chapter mainly from the animation market consumption,consumption structure and consumer preference of anime user crowd analyzed the "net generation" film and television animation,consumption.The fourth chapter elaborates the changes in communication methods brought by the innovation of media and communication channels under the consumption trend of "Internet generation".It analyzes the changes in the current domestic animation marketing communication strategies and finds that there are problems in the domestic animation marketing communication,such as lack of originality in content,scattered communication channels and unstable production level.The fifth chapter mainly puts forward suggestions on how to improve the animation communication effect from the perspective of audience demand.The iteration of consumer groups brings new user needs,consumption scenarios and communication channels,forming a new consumer market.The development of film and television animation under the "net generation" group needs more accurate positioning of the target audience and insight into the audience’s needs.It is the direction of animation marketing communication in the future to produce high-quality goods and use media to reach the target users in an all-round way.