Research On The Development Path Of Domestic Cartoon IP Under The Background Of Media Convergence

At the current stage of the rapid development of the cultural industry,the industrial scale and output value of the cultural industry are continuing to grow rapidly.The branch of the cultural industry of animation has suddenly emerged and quickly “sucked”.However,if we notice the specific development process of domestic animation,we can clearly feel that the initial development time of China's animation industry is only concentrated in recent decades.Although it has achieved amazing development results with the support of new communication technologies such as the Internet,big data,and cloud computing,there are still many problems in China's animation industry.The animation IP(intellectual property)with the "story" as the core in the animation industry occupies the most important position.The incubation,output,promotion,realization and re-creation phases of the animation I have their unique industrial characteristics.Among them,the animation IP is also divided into individual animation images,comics,animated series,animated films,exhibitions,theme parks,etc.due to their different forms of expression.From the development stage,from the traditional media era of the 1980 s to the 1990 s,to the Internet era from 2000 to 2010,to the IP era that began in 2011.After entering the new media environment,the development status of domestic animation IP is still not clear,and the positioning is biased towards low youth;the content is biased towards the fantasy Xianxia;the form is changeable but the development path is vague;the production quality is uneven.From these current situations,the author is based on internal production,external environment,online platform and offline marketing.It analyzes the development bottleneck and its causes of domestic animation IP in the industry chain under the background of media integration.After exploring various problems in the development path,we have sorted out how to optimize the development path of domestic animation: parallel technology,talent and content in the incubation stage;standardized production system and policy in the output stage Diversified production positioning and results;in the promotion stage,the online and offline platforms are interconnected and interacted with the audience;in the realization phase,the content payment and other methods coexist;in the re-creation stage,the fan creation and commercial adaptation are guided in an orderly manner.Finally,the article is summed up.