| Beginning with the commercialization of cartoon characters, brand licensing has morethan100years of history in foreign countries, and is becoming one of the21st century’smost promising industries. No matter the enduring of Mickey Mouse and the popular HelloKitty, brand licensing has been proven as an effective tool for brand building and brandexpansion, and made outstanding contributions for global entertainment brands buildingand international cultural communication. These two years, in order to thoroughlyimplement the CPC "push forward construction of socialist powerful cultural country, anddevelop cultural industry to be a pillar industry of the national economy", the strategic taskof cultural brand building, especially the development and brand building of film,animation industry has been listed as an important task to promote the development ofChinese cultural industry. As the major operators of brand licensing business in domesticmarket, Chinese local brands licensing agents will be helpful on Chinese cultural brandsbuilding and greatly promote Chinese cultural industry to get a sustained and healthydevelopment, if they can have vigorous development.In view of that brand licensing in Chinese market started relatively late, the theoreticalresearch of domestic brand licensing is still not perfect, especially theoretical research forlocal Chinese "brand licensing agents is rarer, so most of Chinese local brands licensingagents developed within certain blindness. They always simply follow foreign successlicensing model, divorcing from actual situation, lack of feasible development strategies,and can’t achieve rapid, healthy and stable operation of the businesses.Drawing lessons from current research results on brand licensing from home andbroad, taking Skynetasia as a reference, this paper firstly give a comprehensive analyze onthe development status of Chinese local brands licensing agents, then focus on analyzingthe both the external obstacles and internal problems impeding the development of China’slocal brands licensing agents, as well as opportunities for development. Through theresearch I found that the current local brand licensing agents are in general status over the smaller firm size and scale of operations, a single licensing model, income inequality andlow success rate of project development as well as poor market performance. Meanwhile,the development of local brand licensing agents are also faced with external obstructivefactors as inadequate resources, low brand controlling force, imperfect industryenvironment, pirated goods and other external factors, as well as the internal problems asthe lack of professional personnel, scientific brand evaluation system and brand localbrands development strategy, professional Licensees evaluation system and projectoperation management and other significant internal problems, all of which bring obstaclesto the steady development of Chinese local brand licensing agents.But through further research I also found that, due to recent changes to changes indomestic economic conditions, the strategy adjustment of domestic enterprise and thedevelopment of international market, coupled with the rapid development of new media,local brand licensing agents are also facing lots of visible and potential developmentopportunities. Based on the above analysis and research on the development statusinternal and external barriers and market development opportunities of Chinese local brandlicensing agents, then combining with the practical experience of Skynetasia, focusing onhow to remove internal obstacles, shield from external environmental resistance,effectively use development opportunities to breakthrough development status, this paperputs forward targeted Strategies or improvement countermeasures for Chinese local brandlicensing agents on professional recruitment and training methods, reasonable and steadybrands structure, professional business operation system establishment, industryenvironment risk prevention and also licensing model expansion. |
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