动漫衍生品品牌延伸战略研究——基于《喜羊羊与灰太狼》的案例分析

Research on Brand Extension Strategies of the Animation Derivatives——Based on the Case Study of Pleasant Goat and Big Big Wolf

动漫产业是国家重点扶持的文化产业,也是21世纪的朝阳产业,而衍生品品牌延伸是动漫产业可持续发展的根本保证。《喜羊羊与灰太狼》动漫在其衍生品开发过程中大胆创新,在有效推广动漫品牌形象的同时大力推广授权,获得了极大的成功,为我国动漫衍生品品牌延伸提供了宝贵经验。动漫衍生品品牌延伸一般有产品线延伸、多元化延伸和特许经营式延伸。我国动漫行业要想迎来真正的"朝阳",必须在精彩的原创内容上下大力气,打造主品牌,从而进行衍生品的开发,拓宽产业链,形成动漫衍生品品牌延伸,开创新的产业赢利点。

The animation industry is the cultural industry that will be vigorously supported;it is also the sunrise industry in the 21st century;and brand extension of the animation derivatives is the guarantee for the sustainable development of this industry.The success of Pleasant Goat and Big Big Wolf provides us with valuable experience.To be the real sunrise industry,we should pay more attention to the original works,brand creation,the RD of the derivatives,the expansion of industrial chain;the extension of the animation derivatives and innovation of its profitability.