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Optimization of Domestic Animation Products Based on Product-level Theory

Author: HeRong
Tutor: PengZhuBin
School: Hunan University
Course: Journalism and Communication
Keywords: animation products optimizing strategy base product layer
CLC: J124
Type: Master's thesis
Year: 2012
Downloads: 20
Quote: 0
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Currently, the position of world animation production has been replaced by China, the development of the animation industry in China is very rapid, however, compared to Japan, America and other power of animation countries, Chinese animated cartoons are like ants-large in quantity, but did not attach importance to the adult animation market, which leading to animated content theme old-fashioned and infant serious characters. Also make they own entertainment features too didactic, less emphasis on animation publicity, with a high level of making domestic animation of the international standards, and a large domestic animation market demands, but the animation market in China has shown the weakness of the state. Therefore, it is very important for animation product optimization.The animation products can be divided into the core product layer, the base product layer, expected product layer, the additional layer and the potential product layer by the product hierarchy theory. By analyzing the status of defects for each levels of domestic animation and combining with outstanding foreign cases, the research of animation products is focused on the base、expected and an additional layer optimization strategy. The optimization connotation of animation products is based on the original animation products and then meets consumer’s demand.Basic product level optimization strategy proposed in this paper to broaden the subject matter strategies to curb the proliferation of traditional themes and Infant serious phenomenon, and to broaden the subject matter including the pioneering of the modern subject matter to meet the needs of adult animation, and interpretation of traditional themes with modern style; character image optimization strategy character to be humane, and have a highlight or exaggerate the characteristics of the optimization of the characters through language, action, plot to achieve. the expected product level optimization strategy:the expected product, namely the animation function products, cultural transmission function of the optimization strategy Apartments knowledge of the plot and audience-based optimization strategy; entertainment products optimization Strategies for market-oriented animation prototype optimization strategy, animation derivative products, brand optimization strategy, the optimization strategy against piracy. The additional product level optimization strategy:Additional product analysis on the products in general, pointing out that the optimization at that level of animation product promotion optimization, including the content, form and channel optimization strategies.

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