The Marketing Communication Study Of Animation Brand

In recent years，the Chinese Government has paid more attention to the development ofChina’s cartoon industry,which has broad marketing space and developing prospect. Yet,onthe realistic point of view, there are stiil many problems such as unclarity of developingmodel and lakage of brand influence,in comparation of America,Japan and South Korea,which are tycoons in the Cartoon industry, Chinese animation brand still has a long way togo. Currenyly,in oriented to build up a strong animation brand, communicating andmarketing is a great issue to enhance the domestic brand competitiveness.This paper is from the perspective of development, combined with brand theory and asuccessful cases of local cartoon enterprises, to find a profit path for China’s cartoon industry.First, the article combs the research achievements in animation industry and branding bysummarizing the documents presented and expounds animation developing path, includingmarketing and communicating, and its relative acheivements. Later I studied the environmentof cartoon industry in abroad. Then I analysed several cases about inland animation brand,identified the striving direction forcartoon companies to achieve sustainable profitability.Finally, several cases, such as SanCheng Group, Guangdong Alpa Cartoon and CultureCo,Ltd, Guangdong Benko Cartoon Co,Ltd,etc.. Through development strategy study andanalysing, I figured out the common key factors to success for developing cartoon brand andenterprises. According to case study, some advice was given for the development of domesticcartoon indystry. In the last part of the essay, I pointed out the importance of buiding up astrong animation brand for Chinese cartoon industry, and offered several suggestions for thedevelopment of inland market of cartoon business.