Research On New Media Marketing Channel Of "Boonie Bears"

As a kind of culture and art,domestic cartoons play a very important role in displaying our national culture and improving the competitiveness of our culture.At present,the competition of domestic animation market is fierce,whether animation enterprises can work out the correct marketing plan to promote their products,which plays a very key role in the operation of enterprises and the creation of animation brand influence.However,in the new media era,people's media contact habits,the marketing mode of domestic cartoons and the ecological environment of the media have undergone great changes.In this context,the marketing of domestic cartoons must take the initiative to adapt to the new marketing environment,adjust the marketing strategy,and choose the right marketing channel to promote your products.Shenzhen Huaqiang Digital Animation Co.,Ltd.has made and issued the original domestic animated film bear havoc since the launch of the broadcast,has achieved good ratings and box office results,which can not be separated from its continuous innovation in the new media marketing channels.Therefore,this paper uses case analysis,bear havoc as the research object,its new media marketing channels.This paper first briefly explains the marketing channels of domestic cartoons,and then makes a specific analysis of the current situation of new media marketing of domestic cartoons,and then combs and integrates the channel positioning and channel strategy of "Boonie Bears" new media marketing.In the channel strategy,the implementation of multi-channel integrated marketing,on this basis,the author starts with Weibo platform,WeChat platform,video platform,mobile terminal platform,and makes a specific analysis of the "Boonie Bears" new media marketing channel.Finally,based on the above analysis,this paper summarizes the characteristics of the "Boonie Bears" new media marketing channels-preempting mobile terminals,developing a number of mobile games,opening a flagship store of the same name,selling derivatives;breaking through the traditional marketing platform,dabbling in the field of short video;cross-border cooperation to enhance popularity;and for the new media marketing channels of domestic cartoons have brought inspiration,that is,to enhance the awareness of innovation and broaden the new media marketing channels;Accurate positioning of marketing channels,carry out differential marketing;establish the overall marketing concept.