以“喜羊羊”浅析中国动漫衍生品的市场现状

Market Status Analysis of China Animation Derivatives through "Xiyangyang" Animation

如何开发知名的本土动漫衍生品,是目前动漫从业者急需解决的市场难题。随着《喜羊羊与灰太狼》衍生品的成功开发,无疑为本土动漫企业走出当前的困境提供了相应的解决策略。"喜羊羊"等形象的深入人心,让动漫企业认识到,在开发衍生品、拓展全新的动漫业务领域之前,必须确立动漫衍生品的品牌内涵和精神特点,以此为其日后的市场开发打下良好的受众基础和成长环境。

How to develop famous animation derivatives is a market paradox facing the staff of animation industry.The successful development of popular derivatives of ＂Xiyangyang and Huitailang＂ animation presents a way for native animation enterprises to walk out of their current predicaments.That success also makes those enterprises aware that they must establish the brand connotation and spirit features of animation derivatives before developing those derivatives and exploiting related new fields in animation business.Only in this way,a good audience base and growth environment can be established by an enterprise for its health market exploitation in future.