Research On The Integrated Marketing Strategy For All Media Of Chinese Animation IP Nezha

In recent years,many well-made domestic animation films have hit the big screen and entered the attention of Chinese consumers,performing outstanding in the box office history.Behind the amazing box office,the new media era enriched marketing methods and scientific marketing strategies.Compared with the prosperity of the box office market,the derivative products market of Chinese animation film and IP is a little bit stagnant.According to the date from the report on animation industry,which released by Accenture consulting company,the investment amount of China's film industry gradually has extended from production and distribution to both end of industrial chain.Therefore,animation derivative products,as a part of this film chain with high premium,is necessary to make full use of the marketing environment supported by new media technology.Meanwhile,it is necessary to transfer its successful marketing experience in the box office into the derivatives market.According to date from China film network,in 2019,the Chinese animation film Nezha ranked second in China's film history with a box office of 5.013 billion yuan,compared with less than 20 million yuan in the derivatives market.The problem behind the disparity is worth investigating.This article selected the best-seller IP Nezha as the research object.Firstly,it introduces the research background,purpose,significance and methods.Next,this paper analyzes different marketing environment and their characteristics through comparative analysis,including traditional media marketing,new media marketing and all-media as well.Through the analysis of mainstream marketing methods,the author as a great fans,consumer and audience,used the new law of 4 C(content,connection,context,community),comprehensive described Nezha's marketing performance,both strength and weakness.This paper mainly analyzes the comprehensive integrated marketing methods adopted in the marketing process of Nezha,the key elements of success,such as good word-of-mouth before the official release,cyber marketing,rely on the other famous IP and so on.Furthermore,the writer found its shortcoming on film derivative product market and conclude in four aspects: lacking of marketing context,simplifying in content,stagnating of community,power-shorting towards connection.What's more,the author references self-experience in animation industry and considers the development trend of the media in the future,as well as the determination to start up new company on this area,using the new 4C marketing theory,to put forward optimization measures and effective marketing ideas.This paper aims at enriching Nezha's marketing strategy and finally providing useful ideas for its marketing team on how to improve the competitiveness of its derivative products.At the end of this paper,from four aspects,we can draw the conclusion as follows.Fristly,it is necessary to stimulate user's demand by creating new context.Next,marketing content innovation is a creative way to meet consumer's need and avoid the phenomenon of homogeneity as well.And then,making full use the viewpoint of community can increase engagement of user,so that it also valuable for their stickiness.Meanwhile,under the guidance of KOL,the efficient dissemination of marketing content can be accessible and the multi-dimensional connection between users,from users to enterprises can be realized easily.Last but not least,combined with the information feedback between connection,new demand is easily created and finally achieve the marketing closed-loop virtuous cycle among this four aspects.This paper devote to solve the problem of Nezha's marketing strategy and provide useful reference and inspiration for other excellent IP to bring their derivatives into marketing system.