China's Animation Products Distribution And Marketing Status Quo And Countermeasures

Animation industries is formed by anime, comic, games,which has Wide-spread influence and fast-developed strength, and it draws support from the numerous derivative products to seep to each kind of industry, subsequently affects the aspects of people'life. As a new economic form, the rising tendency of Animation industries is very strong; and the global animation industry has about 400 billion U.S. dollars in massive production every year. Animation industry in the world increasingly, the state to move to the development and more attention.Animation products cover a very wide field, both static magazines, books and electronic comics, but also various types of film and television including dynamic audio-visual products (such as the animated series sets, animated film), but also including toys, stationery, clothing, food, theme parks, playgrounds, daily necessities, decorations and reality mimicry (cosplay) and so on. The distribution and marketing is the channel of the value chain of animation industry, plays an important bridge and link which is one of the most important links for the animation industry to realize the social value,obtains the economic value.Good distribution and marketing can increase the impact of animation product,enhance the brand value, access to economic and social benefits and realize the value of industries. However, if the distribution and marketing links fail, the entire animation industry value chain would be broken, economic return can not be achieved.America's animation industry started early, its animation culture is a very well-developed and has good market foundation. Outstanding original capacity,a bold expansion of the new image media,advanced management concepts, mature commercial operation means,these elements pushed the United States move faster than others in the animation industries. After long-term market-oriented operation, the U.S. animation industry has formed a mature distribution system. Walter Disney Corporation which takes the animation industry as a main body has cultivated the global animation market and Proliferates the American culture and spirit to all corners of the world by the mature Release sale strategy. Compared to the United States, Japan, Korea and other animation developed countries, China's animation industry start very late, and lack of market experience, has not established the marketability operation mechanism that controls animation value chain release sale which Is in the animation value chain's channel position have many insufficiencies so that the animation industry investment and the repayment is not proportional and animation industry presents the Undesirable tendency of"Hike Reverse". At present, there is a long gap between the animation industry's development, the energetic culture which grows unceasingly with the people needs and the developing needs of market. How far is it from animation industry to market,it is a long way for the national animation to Realizes the social value,obtains the economic value.In this paper, drawing animation product distribution sales of the developed countries the main strategy, analysis of the status of animation products, sales distribution and situation of China national strategy and business strategy from the two aspects of China's animation products issued proposed sales of the measures.Distribution and market of products sold on the animation, if the development of cultural industries from the national strategic level, is necessary to strengthen policy support, intellectual property rights protection,the establishment of professional bodies;From the animation company to strengthen its sales distribution strategy level, it is necessary to attach importance to marketing, promotion,sales distribution channels to expand and create new distribution sales model. Thesis as the basic standpoint of mass communication, integrated marketing, industry economics, multidisciplinary, interdisciplinary approach to the animation product distribution sales to in-depth analysis and study, made the issue of China's animation products sales development countermeasures, in theory Sustainable development on the proposed method of the animation industry.