Research On The Marketing And Promotion Methods Of Animated Works In China

China was one of the first countries in the world to produce works ofanimation. The history of the development of China’s animation industry isindeed long. Yet, although China’s animation industry started long ago, there stillexist no Chinese animated works that are truly worthy of high praise. Thatproblem should be cause for our inquiry and examination. At this time, China’sanimation industry’s constant stagnant and depressed state is due to two principalfactors: The first is the low level of the works of animation; the second lies in themalpractice that attends the marketing and promotion of animated works. Of thetwo factors, the latter significantly affects the development of animation inChina.How can China’s animation industry’s marketing and promotion methods beimproved? What kind of marketing and promotion methods would be optimal forthe development of China’s animation industry? These were the main points ofthis article’s research. First the research examines the relevant materials, taking aclose look at the theories relating to both marketing and promotion, andspecifically at theories relating to animation marketing and promotion. Next, thearticle analyses the current situation of the marketing and promotion mechanismscurrently in place for animated works in China. By comparing China’smechanisms with those of developed countries, the research seeks out instancesof malpractice in the marketing and promotion of animated works in China. Next,the article, after examining certain outstanding examples, suggests some newways of thinking with regard to the marketing and promotion of China’sanimated works. Finally, after a summary, the article points out the intendedfuture direction of the researcher’s inquiries, including an outline of anticipatedfuture research.The article, taking the marketing and promotion of China’s animated worksas of foremost importance, after detailed research, arrives at the following points: 1) An outstanding work of animation must have good marketing and promotionmechanisms in order to attain a larger audience, and in order to attain greaterrecognition and thus to achieve extraordinary results. Because of that fact, thestrength or weakness of an animated work’s marketing and promotion determinesthe strength or weakness of the animated work; furthermore it determines theanimated work’s success or failure.2) The article, after examining certainoutstanding examples, suggests some new ways of thinking with regard to themarketing and promotion of China’s animated works. The parties responsible formarketing and promotion of Chinese animated works need to shed old, overlysimple traditions of promotion, and adopt a multi-faceted approach to promotion.They need to combine traditional promotion methods with rising and newInternet promotion methods. Finally, the article, after research, points out a routefor marketing and promotion of animated works that is suited for thedevelopment of China’s animation industry.