Operation Strategy Analysis Of Ip Animated Film Ne Zha

IP animated film Ne Zha achieved a box office miracle of 5.035 billion yuan in 2019.Whether in terms of its market value or the degree of artistic innovation,this work can be regarded as the benchmark of domestic animation film industry.Under the current situation of serious foreign culture invasion,China’s cultural industry urgently needs to let Chinese culture go abroad.Nezha’s story originated from Chinese classical mythology.Based on the profound historical foundation of Chinese culture,the perfect interpretation of The Chinese story not only heralds the rise of Chinese animation,but also further illustrates the cultural confidence of our nation in recent years.This paper is divided into five chapters,which respectively explore the artistic brand building,communication strategy and marketing strategy involved in the production process of Ne Zha,as well as the success and shortcomings of the film for reference to the same type of animated films.In terms of artistic brand,Ne Zha follows the direction of artistic development under the guidance of traditional Chinese aesthetic thoughts,and its unique visual language broadens the original aesthetic style.In the aspect of narration,he also has the courage to open up,and the evolution of the figures and ideas in the mythological mother book all reflect the progress of The Times and the innovation of values.In terms of communication strategy,the film makes use of the advantages of IP and social platforms of new media to create multi-dimensional communication elements and creative communication strategies,which make Ne Zha’s popularity and reputation remain high on the Internet.In terms of marketing strategy,Ne Zha has defined the target audience after subdividing the target market,set reasonable ticket prices and established diversified operation channels,so as to maximize the film’s economic benefits.Finally,its innovation of special effects technology and its brand viewpoint of "sharpening one sword in ten years" are of reference value to animation films in the film market.