A Study Of Guangzhou Animation Brand On Brand Communication Strategy

Animation industry is an important part of the creative industry and it is also a rising industry in 21 century. Animation industry is a capital-intensive, technology-intensive, knowledge-intensive and labor-intensive industry, with features of wide consumer group, huge market-demanded and highly value-added. Animation brand is a booster of animation industry. It is not only increasing the additional value of animation products but also driving the industrial chain integrated and extended. Therefore it promotes the healthy development of animation industry.The study based on Guangzhou's animation brands and it uses theoretical and practical methods for analyzing domestic and international cases from the marketing and branding point of view, in order to survey and explore the issue of animation brand communication and make reference suggestions. Firstly, the author describes the research background, points out research purposes, clean up the current research on domestic and international order and the value of the present study at the macro level. Secondly, we defines the concept of the keywords and explaines that the important role of brand communication during the animation industry growth stage of Guangzhou. Thirdly, this chapter analyses strengths, weaknesses, opportunities and challenges of Guangzhou's animation brand communication environment which based on the primary data. And the forth chapter analyses and contracts the current communication models of Guangzhou's animation brands cleaning up the experience of foreign animation brands. This part provides the exemplification for establishing the brand communication strategy. At last, we proposes the brand communication proposal for Guangzhou's animation brands, including image communication strategy, media communication strategy, marketing communication strategy, brand extension strategy and brand protection strategy.At present, in the research field of the domestic animation industry has just drawn open. According to my paper, it is seeking a special way for Guangzhou animation and promotes the rapid and comprehensive development of animation industry.