Integrated Marketing Communication Strategy For China's Original Cartoon Platform

By the advent of the era of mobile Internet,the original cartoon has become a new force in the Chinese cultural industry,and has given birth to a powerful new form——comic "strip "(strip cartoon).Because Quick-view comics APP products "strip " firstly,and has high-quality original content and strong communication power,the app becomes the first representative of China's original comic platform.At the same time,its unique IMC system and strong cultural industry growth power make it become a typical text of Chinese original cartoon in integrated marketing communication researches.Based on the theory of IMC,take Quick-view comics APP as an example,this paper tries to explore the IMC system and its development of Chinese original cartoon platform,and provide a reference for the development of Chinese original cartoon.Based on case analysis,this paper systematically analyzes the integrated marketing communication system of Quick-view comics APP into three categories: marketing environment and market,content marketing integration and relationship marketing integration,and tries to sum up the advantages and disadvantages of its IMC strategy.At the same time,this paper makes a comparative study of the IMC strategies of the domestic mainstream cartoon platform Tencent animation and Japan's Shueisha and other platforms.Through the observation of practical experience and international vision,the paper further provides reference for the development and research of original Chinese comics.According to the research,the IMC strategy of Quick-view comics APP focuses on the accurate grasp and accurate positioning of the marketing environment,and the strategic thinking of integration of "content + relationship".From the point of view of marketing environment and market,the app aims at the market with rigid demand,serve young Internet users and provide them with real quality original cartoonworks.Developing differentiated UGC community content model in content marketing integration,the app provides the most valuable content for target users,enhance users' viscosity and participation.In the matter of relationship marketing integration,the app adheres to "user thinking ",choose appropriate and valuable relationship marketing methods between different media,such as its own unique community marketing,fan marketing,scene marketing,crossover marketing.At the same time,the app strengthens the "person-content-person" relationship,completes the spread of original comics,enhance the long-term stable relationships of loyal interaction between users and brands.Besides,the Quick-view comics APP has a unique advantage in taking the users as the core,insisting on originality and paying attention to the integration of resources.However,after comparing with the domestic Tencent animation and the Japanese Shueisha and other platforms,it is found that there is still a lot of room for the development and innovation of the Chinese original comic platform represented by the Quick-view comics APP.Original Chinese Comics need root local culture,integrate offline resources and expand overseas markets,so that original comics will be compatible with cities and life,let users deeply participate,enlarge the cultural value of comic IP.According to the research of Quick-view comics APP,the Chinese original comic platform uses the thinking strategy of " scattered " into " whole " in the process of IMC,and forms a three-dimensional integrated marketing strategy of "insisting on originality,integrating high quality content and cooperating with each other".Meanwhile,in the new media environment,the markting approach with big data technology supported,traditional media and various media forms of marketing integrated,also support the current marketing communication theory to improve and develop strongly.In the future,China's original cartoon platform should continue to be user-centered,adhere to originality,strengthen local brands,and create more high-quality traditional cultural connotations comic culture industry,and constantly looking for the Chinese original cartoon and overseas culture in line with the efforts to make Chinese national culture come to the world.