Pleasant Goat And Grey Wolf Cultural Style Branding Research

The last century fifty or sixty’s China animation started,"China school" is famous in the world in the development of art sheet. At the time of the Chinese animation obsessed with art creation and serious lack of market awareness, With the system reform, the economic was recovery, China animation regain vitality, the state actively carry out policy, domestic animation faces huge impact in foreign integration, exposed the shortcomings. Follow art animation will inevitably reduce production, stick to the elite can not meet audience demand in21Century.The lack of universal entertainment themes and narrative boring barren in China animation market, outstanding education rather than entertainment, animation become a graphical tool instead of art language of emotional expression, quantity exchange creation will decrease the overall level of animation production in quality. We have many Animation description line staff rather than image creation, lack of macro perspective of all human topic and event, almost no reflecting in life and human self anatomy, children style lead style single. The missionary animation theme let the audience lost self thinking, also obstacles their thinking. Straight into the animation can’t deep dig which often end with content influence when broadcast schedule finished.Pleasant goat and grey wolf opened Chinese animation deadlock, this article from the brand culture analysis of elements of its success, by comparison with other works during the period of domestic animation market, research brand marketing and derivative products development mode, Deep research into industrial chain operation mode, pay attention to success factors analysis of Pleasant goat and grey wolf, and strive to provide the basis and feasibility of reference for the development of the domestic animation industry, This paper is mainly divided into five chapters:The first chapter is the introduction part; review the development process of China’s animation industry. summarizes the reasons of Japanese,American and South Korean animation industry success reason, investigate the current situation of Chinese Animation TV series development low level. through the analysis of Pleasant goat and grey wolf successful operation under country specific policy, the way in expansion of enterprise brand of the industry chain, phenomenon in derivative products of TV and movie and foreign copyright selling, explore it successful cultural brand shaping success of significance. The second chapter analyses the theoretical basis of the concept of cultural branding, research on the relationship between culture and brand. The brand image by arousing people identity product idol effect in the public world, there are mainly three aspects in the cultural branding:one is the positioning of market to create cultural concept; two is follow cultural turn to the idol effect; three is the extension of brand concept of cultural lineage, this chapter also introduces the America Harley Davidson’s Harley motorcycle brand case counterattack sixty or seventy’s of the last century the world motorcycle market, analysis brand managers should have the awareness of culture and brand management strategy.The third chapter comparison USA animated feature "cat and mouse" role, analysis image design of the Pleasant goat and grey wolf, it is divided into three levels:namely, image, language narrative layer, spirit layer.The fourth chapter analyses when the contemporary cultural change, people are generally living pressure and mental anxiety the development of social life in China, Pleasant goat and grey wolf fit the current needs of the audience by its’ humorous. Though entertainment Carnival narration and different kinds of age audience positioning mode instead of traditional animation preach model, with national cultural elements China characteristic forms passing the influence, and gradually developed into a culture of brand credibility.The fifth chapter on the basis of cultural branding mode analysis shortcomings of Pleasant goat and grey wolf, research adverse elements in brand development, reason in feasible methods and suggestions.At present, China has entered the era of the market economy from planned economy, with the Chinese accession to the WTO and the successful Olympic bid, China catch up with the world more and more quickly, in the dissemination of global culture, the animation industry as a new cultural industry has high innovation and huge potential for development industrial relevance. Animation industry is a powerful help to enhance our national culture, enhance national cultural soft strength and national cohesion, animation building and animation brand will have higher position from the attention of government artists and scholars.