The animation industry in China is huge, showing its great energy to the world. However, with the rapid development of animation industry, the competition among peers is becoming more and more fierce. If there is no innovation in marketing and no correct marketing strategy, it will be difficult for animation companies to gain a foothold in this huge market.
First, the current situation of animation industry in China
Animation industry refers to the development, production, publication, broadcasting, performance and sales of animation books, newspapers, movies, television, audio-visual products, stage plays, new animation varieties and other direct products based on modern information communication technology, as well as the production and operation of derivative products such as clothing, toys and video games related to animation images. For the post-80 s, Tadpoles looking for their mothers, monkeys catching the moon, three monks? For example, domestic animation has added gorgeous colors to the childhood of this generation. These animations have created a glorious history of China animation and left a glorious moment in the long history of animation. However, with the surge of animation in the United States, Japan, South Korea and other countries in the 1980s, the animation industry in China entered a state of deep sleep.
From the perspective of cultural inheritance, foreign animation has influenced the development and formation of China teenagers' values and outlook on life, while the short-term absence of China animation has caused a fault in the inheritance of China traditional culture for thousands of years. Therefore, our government has issued a series of guiding documents on animation production to support the development of domestic animation. China's animation industry has entered the second golden period of development, and a large number of animation works have emerged one after another, meeting the growing demand for animation cultural products. More and more enterprises have joined the ranks of animation, but it has also brought great impact to industry enterprises.
Second, the animation industry marketing problems
(A) the lack of target market segmentation
Animation market has its uniqueness, and its sales are closely related to buyers' preferences. If we ignore the difference between buyers, we should adopt all animation products. One size fits all? The new sales model will definitely cause a huge waste of marketing resources and fail to achieve the ideal sales effect.
(B) inadequate maintenance of intellectual property brands
China animation brand building is slightly weak, and the original IP has obvious shortcomings. Compared with other countries, China's brand building is obviously backward, and there is no good maintenance mechanism, which leads to the weak influence of animation brands in China. From the international market, brand competition is the decisive factor for the survival of enterprises, and the quality of brands plays a decisive role in the follow-up marketing.
(C) emotional marketing is inefficient
Animation products have an important influence on people's spiritual field. Good animation products can resonate with people's spirit, touch people's hearts and make people get emotional satisfaction. Therefore, emotional marketing is an important marketing method of animation products and an efficient marketing strategy. However, at present, many enterprises in China animation sales market do not care about this factor, which leads to marketing failure.
Third, suggestions on effective marketing strategies of China animation industry.
(A) focus on target market segmentation
In the animation industry marketing, focus on target segmentation. In this regard, we should not be stingy with financial and human resources. It is necessary to conduct a detailed market survey and divide the specific needs of people of different ages and occupations in detail, so as to determine a clear market goal.
On the other hand, after establishing the market target, we should concentrate all the limited resources. In this target market, we can make full use of resources and avoid the waste of resources caused by too scattered resources. Effectively reduce the sales cost and improve the marketing effect.
(2) attention? IP？ brand building
Have a good influence? IP？ Brand and brand effect also play a huge role in the development of animation, and it is also a trump card for the continuous expansion of animation industry. China attaches great importance to cultural and creative industries in animation design and has made great achievements. Such as Qin He's common fighting spirit, has enhanced the group consciousness and fighting spirit of China teenagers. At the same time, enterprises should also pay attention to the promotion of IP brand, so that more people can understand it and like it. Deal with behaviors that are not conducive to the brand in time to avoid hurting the brand.
(C) to strengthen emotional marketing
Emotional marketing is a sales enterprise of animation products, and its marketing activities are based on buyers' emotions. Marketers pay attention to the analysis and grasp of the emotions of sales groups, understand their preferences and emotional changes in time, and design targeted marketing means to achieve good marketing results. In terms of emotional marketing, integrating the spirit of justice into animation products can arouse the public's emotions and is conducive to the promotion of products. For anime users, cartoon images only give people a warm feeling visually, and stories with emotional elements can arouse users' buzz and drive the sales of their derivatives. If the consumer groups have emotional resonance with this story, they will like this house and consume toys, clothes and other products around them.
(D) Pay attention to the docking with the market
In the animation industry, animation publishing is an important link. Doing a good job in animation publishing industry can improve the existing animation industry chain and further promote the development of cultural industry. Therefore, we can use the form of animation creation to promote the prosperity of the animation market, which is illustrated by the popularity of original animation books such as Fuwa and Legend of Nezha. In addition, derivative products are the most prominent link in the animation industry chain, which can add value to animation brands. With the development of the industrial market, the derivative products of China's original animation have gradually matured. One of the most common is the primary derivatives of animation, such as animation games, animation toys and other output values are increasing. The so-called first-class derivatives refer to products with high correlation with original animation works. In the next stage, we should strengthen the research on advanced derivatives.
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