Decoding The Sensation Effect Of Pleasant Goat And Grey Wolf

Recently a domestic animation named Pleasant Goat and Grey Wolf has won remarkable fame all over China and brought a sensation in the animation market. The surge in the audience rating, the over-a-billion-RMB benefit, the hot purchasing of its derivatives, all of these have helped this animation not only gain huge economic and brand benefit, but create a commercial myth in the history of Chinese animation. Furthermore, it cheered people's attention toward and confidence of the domestic animation and lightened the bright way for the domestic animation revival.This whole thesis consists of five chapters between the introduction and the conclusion. The introduction mainly presents the embodiment of this animation's sensation effect, its theoretical research, and the development course and research condition of the domestic animation. Studying the cultural essence and subversion against the tradition value in the animation, Chapter One will analyze its achievement in cultural value. Chapter Two will try to find the social psychological reasons for the success and make a throughout inquiry about its accurate grasp of the readers'psychology, mainly from three aspects: the modern aesthetic tendency, the modern social survival psychological pattern and social psychological language. Chapter Three will introduce the marketing strategies of the animation and summarize the experience drawn from its resource integration, brand marketing strategies, right market positioning and propaganda. Chapter Four will deal with the function development of the brand value, the market space development of the derivatives and the perfection of the industrial chain. Chapter Five will summarize the inspiration and developmental strategies drawn from the four chapters above. The conclusion will further raise the reflection and prospect of the future domestic animation.Undoubtedly it is vital and practical for the domestic animation to break the bottleneck in its development in face of the international market pressure and seek a suitable way of survival. In this case, based on the study of Pleasant Goat and Grey Wolf, this thesis intends to provide some suggestions and strategies for the domestic animation development. After the discussions and analysis in the body, it is safe to draw to the conclusion that only by combing the creative technique, marketing strategies and the modernity and uniqueness together can we produce more success in the animation industry.