The Influence Of New Media On The Marketing Communication Of China’s Animation Industry And The Optimization Strategy

Nowadays,the animation industry plays an increasingly important role in promoting the further development of economy,which has been widely concerned by countries all over the world.At present,China also attaches great importance to the development of animation industry,and the current development environment of China’s animation industry is unprecedented.The rapid development of 5g technology and mobile new media also gives the animation industry greater development potential,and the animation industry chain continues to innovate.However,the current marketing communication ability of China’s animation industry is still far behind that of the world’s animation powers.Only by constantly finding their own problems,exploring the national cultural strength and grasping this opportunity can China’s animation really achieve historical take-off.This paper attempts to change the traditional marketing thinking,explore the strength of China’s excellent national culture,and explore the optimization strategy and future development direction suitable for China’s animation industry marketing communication by analyzing the current situation of China’s animation industry marketing communication and the specific impact of new media on the animation industry marketing communication,so as to make China’s animation industry truly transform and upgrade.The development of new media technology has a great impact on the marketing communication of China’s animation industry.The communication function of animation works has been infinitely enlarged,and the importance of new media marketing communication strategy has become increasingly prominent.In recent years,with the development of new media technology,the level of communication content and production technology of China’s animation industry has been significantly improved,and communicators are paying more and more attention to the marketing and communication of animation.Many excellent domestic animation works have achieved a win-win situation at the box office and word-of-mouth,At present,there are still many problems that can not be ignored in the marketing communication of Chinese animation.New media technology not only reconstructs the animation industry chain and animation marketing communication chain,but also makes great changes in the social environment and audience of China’s animation marketing communication.New media technology enriches the product content of animation industry marketing communication and optimizes the channel and platform of animation product marketing communication;Under the new media environment,the marketing communication strategy of the animation industry is also more diversified,and the pertinence and integration are significantly improved.The new media animation marketing strategy based on social media marketing and integrated marketing strategy has prominent advantages,and the role of animation audience in the marketing communication effect is gradually increasing.According to the current new media and the future development trend of China’s animation industry,China’s animation must focus on giving full play to the power of China’s excellent national culture,making effective use of the advantages of mobile new media,and learning from foreign mature marketing experience to help marketing communication,in order to develop more targeted.