The Animation Enterprises Cross-border Integration Of Marketing Strategy

Cross-border in the modern enterprise marketing process is gradually accepted and are commonly used by different forms, cross-border cooperation for enterprise brand is in the best interests of is elements that are supposed to be different, the mutual permeation and fusion, to their own brand to provide more rich stereo feeling and longitudinal deeply. With the gradual development of the market, cross-border marketing needed to define the complementary relationship, not only based on the complementary function of the products, but more emphasis on complementary relationship to the user experience, in the thinking mode of the marketing gradually from the center of the product to the user center transfer, more reflected to the user for the marketing concept, strengthen the competitive position of enterprises, implementation and integration of the development of non brand competition.Since 2007, the cultural authorities have been concerned about the support of the new media animation as a representative of the development of the animation industry. Animation industry is the cultural industry in content and technology fusion is very close, technology, services, content under the background of the development of Internet media, with the rapid increase in the space, in the next 3 to 5 years of time, the domestic animation industry can achieve animation products, the transition to digital, and animation products, the material also gradually spread to the broader population, animation of the communication channels will be rapid growth, with the rapid spread of the conditions become an important carrier of the dissemination of Chinese culture, so as to drive the rapid integration of animation industry and the traditional industry.In this paper, the development of the animation industry and the theoretical basis for the development of cross-border integration of marketing, with the actual development of the animation industry as a case, analysis of the application of cross-border integrated marketing in the animation industry. Firstly the paper analyzes the domestic and foreign animation cross-border marketing development theory and development of, through the theoretical basis and analyzing animation enterprises in cross-border marketing based on the principles and implementation requirements, and then to a company as an example of animation companies in the overall development of the domestic environment, put forward to conform to the domestic animation industry, the rapid development of cross-border integration marketing prototype and cross marketing animation overall implementation of security programs.Animation industry in the future is the inevitable result of the development of cross-border, animation products operations will gradually depending on the development of animation brand. Therefore, this paper will for marketing integration, cross marketing theory and method is applied in emerging animation industry research, to promote cross-border integration of animation industry, brand management have obvious practical significance.