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Research on Management of Animation Brand Shaping

Author: ZhangHong
Tutor: WangWenZhang
School: China Academy of Art
Course: Art
Keywords: brand animation positioning extension management
CLC: J124
Type: PhD thesis
Year: 2014
Downloads: 16
Quote: 0
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An important issue China has to face in the current development of animation industry is how to improve the competitiveness of domestic animation products, and promote the animation production from an extensive way to an intensive way. The thesis puts forward the research topic "how to construct animation brand", clarifies the research ideas of the animation industry, and opens up new joint field for animation and brand management, which provides theoretical support for the development and research of domestic animation industry.From the perspective of brand asset, the thesis selects the animation brand positioning and extension as the research object, trying to build a practical and workable theoretical system for domestic animation brand research. This study is innovative on animation theory. Using the combined research methods of quantitativeness and qualitativeness on animation brand positioning and extension, the thesis focuses on combing the periodical results and problems of domestic animation brand, analyzes the interactive mechanism between brand positioning and extension, and discusses the issue that the core animation brand identity affects the scope of brand extension authorization, and the adaptability of brand extension and the original brand affects brand equity value.The thesis is divided into four chapters:the first chapter describes the research background. The development of China’s animation industry is facing a transition, and the government’s focus of the work is change from the requirement of production quantity to quality, and the animation business development is experiencing the change from "small but comprehensive" to "meticulous division of cooperation". The animation production is shifting from kid-type to whole family type, and the communication channels are changing from traditional media to new media. This chapter focuses on the similarities and differences between animation brand and traditional brand, and summarizes the uniqueness of animation products in the process of production, exhibiting the particularity of art management. In the earlier stage, animation production is a kind of artistic team creation; in the middle stage, it’s an industrial production, and the final stage is commercial sales. All this characteristics make animation brand positioning and extension more difficult. Combing special the special way of the domestic animation brand development, the second chapter shows the development procedure from works to production and from production to brand, which accumulates the foundation of brand development. Chapter3and4are the main focus of the thesis, which articulate animation brand positioning and extension. The two chapters respectively, from the macro level, emphasize the role of animation brand positioning and extension in the development of domestic animation industry; from the meso level, highlight the factors of industrial environment and the business itself, which impact animation brand positioning, the mother brand’s aggressiveness that affects brand extension, and the degree of match between mother brand and its extension; from the micro level, analyze the phenomenon, such as the vicious circle of low-cost domestic animation production, the wrong concept of brand communication, and ignoring consumer demand, considering that the phenomenon reflect the fundamental issues that impact the building of domestic animation brand. The conclusion part puts forward the ideas of the development of domestic animation brand in the age of big data. The current situation facing the industry is as follows:the animation communication channels are changing, traditional mainstream media is getting weak, and the on-line media is rising. With the experience economy coming, domestic animation has to enter the market economy age thoroughly. The market inspectors-animation consumers-have a decisive voice. New media is able to reflect consumers feelings timely and accurately, and form an effective interaction with consumers, which breaks the previous one way communication model, and thus changes the environment of animation market. The shift of government work focus will gradually drive the governmental subsidy policy out, and the small and medium sized animation enterprises will hardly survive. Low quality animation products will be kicked out of market. Animation market competition will inevitably become competition between animation brands.

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