Research On Strategy Of Constructing Chinese Animation Brand Under The Background Of Mobile Internet

The advent of the mobile Internet era is a great opportunity for the construction of the Chinese animation brands.The widespread use of mobile terminals such as mobile phones and ipads makes the cost of information transmission more affordable and the time of audience fragmentation fully utilized.New media data system makes the audience in the personalized information resources as well as provide the corresponding information feedback for animation companies,prompting animation companies began to diversified management mode.And how to build a relatively stable animation brand in the environment with huge information resources and rapid updating is an urgent problem for animation enterprises.From the China mobile Internet development report(2017)and the relevant data from government report,mobile Internet in China has entered a steady development stage,the platform,ecology and the development trend of internationalization.Therefore,this paper takes animation brand as the analysis object,and mainly studies how to build a Chinese animation brand with high influence in the context of mobile Internet.Firstly,this paper expounds the concept of mobile Internet and cartoon brand respectively.Then it analyzes the development status,limitations and problems of the animation brand in mobile Internet era,and regards it as an important approach and entrance to the research of animation brand strategy.Analysis results show that,although our country animation industry developing and perfecting constantly in recent years,original animation works continue to increase,but these anime works less able to maintain long-term vitality,it has become a constraint for the construction of Chinese original cartoon brand.Based on analysis of these problems,this article from the brand cultural construction construction strategy,brand communication strategy,construction of new industrial chain strategy and so on three aspects of trying to make an answer: a,anime brand as a kind of symbolic identification,first in the mobile Internet era should have deep and rich cultural connotation and distinctive brand values.It is easy for the audience to accurately locate and adapt to the cultural strategic output of our country.2.The combination of cartoon culture communication and marketing communication in the aspect of brand communication.In the era of mobile Internet,the emergence of self-media has broken the communication situation that was mainly offline,and the online promotion with wide spread and fast speed has become the main choice of enterprises.In the aspect of cultural communication,animation enterprises can implement symbolic strategies and combine with diversified forms of communication to expand market potential.Marketing communication can use new media advantages to build the market potential of animation brands.Through data comparison,it is found that in the era of mobile Internet,content marketing communication and interactive marketing communication are most consistent with the development needs of The Times,and the combination of the two is also the most effective marketing communication strategy.3.To build a new industrial model,we need to cooperate with the diversified mode of traditional profit model and new media,and improve the standard animation public service platform with the help of the development trend of resource platform.Through the combination of mobile Internet and traditional industrial chain,the multi-point profit model of animation brand is realized.In general,this paper considers that the strategies or licenses of these three aspects are an important thought and method for the upgrading of the current animation brand construction strategy.