Research On The Development Strategy Of Domestic IP Animation Based On The Perspective Of Product Life Cycle

2014 is as known as the starting year of IP,IP bubble hides behind hot demand.Blind IP adaptation and authorization,simple attention to one-time cash and overdraft of IP value lead to the loss of IP life cycle.However,IP animation,Simply refers to the animation which owns vitality and is able to continue to derive.Based on the product life cycle theory of marketing,this paper puts forward the research on the vitality of domestic IP animation from the perspective of product life cycle,which is demonstrated to exist based on the analysis of a large number of domestic animation box office data.The purpose of paper is to point out the problems of the domestic IP animation in four periods,and finally Proposes corresponding strategies of the domestic animation in the four periods.Specifically,the first chapter mainly discusses the origin of the theory,including the product life cycle theory and the concept and development of domestic IP animation.The second chapter includes the analysis on the status of domestic IP animation,whose box office above 20 million regard as the study object.The study found that the overall structure of "two both sides big,middle small" is similar to the distribution of dumbbell.Taking "pleasant goat" series animation as Individual case,this paper gives reasoning of the life cycle of IP animation and summarizes characteristics of each stage.The third chapter focuses on "four weakness" of domestic IP animation:Unclear positioning and lack of publicity at the introduction stage;Lackness of talent and technology in growth period;Unawareness of industry and brand in the maturity.Unawareness of innovation and holistic view in the recession.In the last chapter,on account of the successful experience of Japan and the United States and product life cycle strategy,the author puts forward the "four force" strategy of domestic IP animation in different period: Rapid excavation of the market and exploration type of animation in the introduction period;The implementation of standardized process management and production,the "Order" personnel-training mode during the growth period;The diversification of precision development and establishment of quality community during the maturation period;IP melting down and reforging,the alternation of products within the decline period etc.