Research On Development Strategy Of MZ Company's Animation Intellectual Property

Since 2006,the Ministry of Culture,the State Administration of Radio,Film and Television(later merged into the State Radio and Television Press and Publication Administration),the Ministry of Industry and other institutions to vigorously carry out cultural and creative industries,of which the animation industry as a pioneer in the development of the industry and provide a large number According to the current development of China's animation culture industry,there are many monographs and articles on the composition of the industry chain and the sustainable development of the market were reviewed.Accordingly,around the animation industry chain development of the supporting industry is also rapid development,the most occupy the market focus is "animation brand authorization" industry.Animation brand licensing in recent years,capital and capital market keen term,and brand licensing is the animation industry chain in the most significant point of profit in Japan and South Korea and Europe and the United States and other cultural and creative industries developed countries,the image of the profits generated by the legislation accounted for the entire More than 70% of the industrial chain.Animation brand licensing operation and management has become the core pillar of the animation industry.The study of animation brand licensing strategy to promote the construction of China's animation brand and the development of animation industry has an important role.In this paper,from the perspective of theory and practice,this paper reviews the literature research of animation products based on the strategic design of Hangzhou MZ Animation Brand Authorization,and reviews the domestic and foreign scholars' research results on brand authorization strategy.Defines the concept of animation brand,animation industry,and expounds the concept of strategy,competitive strategy and SWOT analysis method.The author analyzes the status quo of MZ Animation's current brand licensing and analyzes the internal and external environment of MZ's brand authorization.Then,it analyzes the advantage and disadvantage of MZ Company in brand authorization,and the threats and development opportunities it faces.Based on the SWOT analysis of MZ brand authorization,the author finds out the problems in the brand authorization of MZ Company,and then puts forward the strategic countermeasure for MZ company brand authorization.The results of the study can help MZ to improve the animation brand authorization and provide reference for MZ to formulate development strategy and play a certain role in promoting the development of animation industry in China.