The Brand Extension Research Of Animation Based On Fan Culture

Fans are dynamic,loyal and animated brand consumers.Fan culture has a positive significance and role in the extension of animation brands.This thesis is based on fan culture theories in communication studies,using case studies,online ethnography and other research methods to analyze fan culture,in-depth perspective on the ways to use fan culture to carry out animation brand extension,analyze some problems in the application process,and propose targeted optimized strategies.Fans' behaviors and characteristics,fan community are two important factors of fan culture that affect the extansion of the animation brand.Under its influence,the animation brand extension has formed two modes of horizontal extension and vertical extension.The brand extension of animation based on fan culture can be divided into four steps: First,determining the brand association.To maintain the consistency of the brand concept and the audience image.The second step is to choose extension methods,mainly independent development and brand authorization.The third step is to carry out product research and development.It is necessary to fully satisfy fans' demands and attach importance to the participation of fans.The fourth step is to implement marketing promotion,the original brand's fans acting as “opinion leaders”are actively participating in the dissemination,and various types of fans have expanded the brand effects.For the moment,the application of the fan culture to animation brand extension is still in the exploratory stage.It is prone to problems such as poor product quality and damage to the brand image,over-constrained fan control of brand expansion,capital-driven overdraft fan trust,and scale expansion to dilute fan ownership.To solve these problems,we need to start with the authorization management of animation brands,considering audience familiarity and participation,innovative communication methods,and operating fan community.