Research On Integrated Marketing Strategy Of Children's Animation Films In China (2014-2016)

With the strong support forchildren animation film industry from the state,the development of Chinese children animated films has made great progress.Children animated films in China shows a blowout growth trend in number,while most films have poor box office performance and low profitability,and some are even losing money,and therefore,the overall production level of Chinese children animation films needs to be improved.At the same time,China releasing restrictions on imported animated films makes the Chinese children animation film market a huge impact.Building children animation film brand belonging to China become the top priority of Chinese children animation films.The theory of integrated marketing communication was formally presented by Professor Don E.Schultz in 1992.With the changes of consumer market and marketing environment,the connotation of IMC theory is becoming richer and more perfect,more and more enterprises begin to pay attention to the consumer experience,and they set up a continuous and effective relationship between consumers and brands as the ultimate goal of integrated marketing.On the basis of integrated marketing theory,professor Schultz proposed the integrated brand communication model,taking brand communication as the core,consumer oriented,content as the carrier and the channel of communication as the approach.The brand communication under integrated marketing is carrying out all-round communication with consumers in the form of digital,cross media integration.It is the internal and external communication integration that revolves around the core value of the brand.Through the collection and arrangement of literature and data for nearly three years,the author found that the current overall level of China cartoon film development rises significantly,some children animation films with higher production level have appeared,the box offices of children animation films in sequel modes are generally better,and some original cartoon movie brands are gradually appeared.However,it is also found that,in the Chinese children animated film,few films can produce higher box office receipts like imported animated films.Many childrenanimated films do not make clear children audience standard thought,mainly on such issues like shoddy film content,missing channel marketing links and unitary profit mode,which has made it difficult for Chinese children animated films to make profits and establish a well-known brand of Chinese children animation films.Aiming at the above problems,based on the integrated brand communication model as the core,this thesis discusses the integrated marketing strategy of Chinese children animation films in the Web3.0 era from consumer,content and transmission system of children animation those three important aspects.From the perspective of consumers,the premise of achieving integrated marketing communication of Chinese children animated films is to clarify the idea of children standard.After a clear audience positioning,it is the quickest and most effective way to realize the precision of consumers that using big data to do in-depth mining according to children needs.Through the formulation of appropriate communication content and communication channels,it meets children audience's psychological expectations maximally,forms brand awareness and deepens children audience's recognition of animation film brand through the development of derivatives,so as to build a win-win mode of profit.From the content level,Children audience's recognition of the animated film brand can not be separated from high-quality creative content.In the content marketing of Chinese children's animated films,we should first pay attention to the entertainment of children's animated films,and can not re-educate but light entertainment.It is necessary to create a variety of children's animated films with many kinds of themes and edutainment.The characters in children's animated films are easy to be remembered by children.Therefore,we should shape the characters in children animated films,which is deeply rooted among the hearts of the people,meanwhile,create excellent films with national characteristics,set up excellent original children's animation film brand,form a unique brand culture value proposition of children animation film and maintain the relationship between brand and consumer,establishing the loyalty of children consumers and creating brand effect.From the transmission system point of view,the establishment of a well-known brand is also inseparable from the integration of communication channels.Chinese children animation film needs to adopt effective combination of traditional media and modern media and diversified media for both online and offline platforms.Through taking the interactive experience,trial point mapping and other marketing methods to deepen interaction between children animation movie brand and children consumers,integration of a variety of resources to maximize the promotion of brands,and ultimately to achieve the Chinese children animation film brands communication.