Research On The Marketing Communication Of Disney Animation Films In The Internet Age

Disney animated films are popular with audiences from all over the world.after several one hundred years of development and market baptism,Disney company is constantly growing,and continuously produce animated movies to audiences all over the world.From a series of classic cartoon characters such as Mickey Mouse,Snow White and winnie the pooh,to today's popular characters like rabbit officer Judy,Ice Queen,Big white,Disney is constantly integrating into people's life and is constantly reinforcing people's impression of itDisney began using Integrated Marketing Communication early.In 1983,Disney began to build its own television channel,acquiring American Broadcasting Company with huge influence in the United States and expanding its own media network.Now,it has formed the Disney media empire,which integrates the new media of film and television audio-visual books.Five Disney theme parks have been set up around the world,and the media has brought huge benefits to the Disney company as a new form of communication.Along with the development of the Internet,Disney integrated marketing approach is also becoming more diverse,the Internet with high speed also provides more opportunities to spread of Disney animated film,Disney has been succeed by using integrated marketing communication.This article constructs the Disney animation film communication mode from six aspects:Use animation content to integrate marketing communication,Media marketing communication,Advertising marketing communication,Public relations marketing communication,Derivative marketing communication,Transboundary marketing communication.Make theses recommendations for the domestic animation film integrated marketing:Expand the channel of new media integrated marketing communication,Enhance interaction with audiences through public relations activities,Using new technology to innovate advertising forms,Emphasis on animation derivative character development management,Expand channels for cross-border cooperation.This article will use five chapters to explain to the Disney animated film integrated marketing communication strategy research.Chapter one,Put forward the subject and define the concept of IMC;Chapter two,Summarizes the characteristics of the integrated marketing communication of Disney animation films in the traditional media era;Chapter three,Analyze the integrated marketing communication strategy of Disney animation films in the age of Internet;Chapter four,Give some suggestions to Chinese animated films.Chapter five,conclusion.