The Culture Of The Chinese Animation Industry Marketing Research

This thesis is the research about the cultural marketing theory of Chinese animation industry, which deals with the new marketing mode in China's present development situation and puts forward for the corresponding improvement scheme. The article is mainly divided into three parts, firstly discusses several about Chinese animation industry cultural marketing concept and analyzes its present situation , then for the feasibility of the cultural marketing analysis, finally is also the most key point is to come up with the Chinese animation industry culture promotion strategy. The thesis pay attention to many foreign advanced experience, analyse our local marketing activities of animation enterprise and launch the products analysis, in order to enhance the confidence of Chinese animation industry development and improvement, make Chinese animation promote to a higher and stronger target. As for involving national culture and external fusion of Confucianism, the localization of the internationalization of Chinese animation with problems, such as the choice of the idea, the analysis which carry on localization and then towards the world, and discussion about the principle of Chinese animation industry which need to walk on a increasing culture value-added culture marketing way, improved from product culture, corporate culture and brand culture to make the unique Chinese culture of Chinese animation industry aesthetic to infiltrate the construction of cultural system, form a kind of unique Chinese animation industry brand, ultimately can you depend on this cultural creativity to come into the world anime power list.This article is mainly about the introduction of some writing purpose, writing significance, innovations and culture related to the introduction of review. In the literature combining with other authors about animation industry and cultural marketing'some key theory and view, contemporary Chinese animation industry put forward to the necessity of the development of cultural marketing, and points out the theory in this thesis, at the same tine the strategy innovation has relatively some rich material resources. The first part, this article talk about Chinese animation industry implement cultural marketing strategy, i.e. the background of present Chinese animation industry development'situation, the marketing of Chinese animation industry status quo, cultural marketing concepts of Chinese animation industry practice and the necessity of the culture of marketing analysis.How to prove the current development of Chinese animation industry is at the bottleneck stage, which need to make an effective marketing idea of its guidance and cultural marketing as an output of marketing methods, to improve the core value of characteristics of Chinese culture and fits, therefore, is to adapt the development of Chinese animation industry.The second part, this thesis mainly talks about the Chinese animation industry implement cultural marketing analysis, focusing on the feasibility of the advantages and disadvantages of two aspects respectively analysis and comparison. This article argues that China's animation industry culture marketing advantage lies in the cultural level, mainly for the traditional cultural spirit and the cultural elements of aesthetic culture, the long history of the cultural industry and the attention and foster of the government; and the disadvantages of Chinese animation industry is mainly reflected in the concrete implementation level, mainly for the marketing concept cashed in culture development lags, the product of marketing, the enterprise and brand. There are three levels of lack of Chinese animation industry, to aggregate the advantage or decisive, and cultural marketing disadvantage which is temporary to pass the development of future efforts to perfect, therefore cultural marketing of China is very suitable and feasible for animation industry.The third part, this analysis expounds the key passages, which is about China's animation industry culture marketing promotion strategy. In this part, the text mainly talks from product cultural marketing, enterprise culture marketing and brand culture marketing, three levels of Chinese animation industry ,and put forward for the improvement strategies cultural marketing. In this thesis, the product culture marketing can be divided into two parts ,which contains the products of cultural and commercial marketing, and discussion of anime products which presents a poetic spirit and aesthetic artistic conception. From two aspects of cultural input, animation products of Chinese animation industry are contributed to the product of aesthetic sublimation; and from this product marketing perspective, combining with the current famous cartoon show "pleasant goat and ash Wolf" cultural marketing mode ,the article discusses the ascension of value-added products complete industry chain and two current issues which are needed to be resolved. In the enterprise culture of marketing aspects, this thesis mainly discusses the infusion, enterprise culture idea and the perfect enterprise audience analysis of new media providing convenience for anime'three major problems, quoted a U.S. Disney group'success stories ,Europe Disney'revelations, and the poor management in the audience analysis problem which suggestes that China should learn from Japanese animation industry'precious experience, also cannot ignore audience analysis and the business of fixed audience group maintenance. As for the brand culture, this paper puts forward the marketing levels increase brand value and promote national rejuvenation and communication and Chinese spirit of consolidation and publicity concept, this article argues that cartoon brand culture marketing mainly lies in the cartoon brand of the mold, and no matter how the culture impacts the local and foreign spread of brand culture, Chinese animation industry'belief in Chinese culture should be kept forever.