中国动漫形象的品牌运营——基于“山猫”品牌视角

Brand Operation of China's Cartoon Images: Based on the “Bobcat” Brand

动漫形象品牌运营是动漫产业可持续发展的根本保证。《山猫和吉咪》动漫在其形象品牌运营过程中大胆创新,立足于创建国际化的动漫企业,提出了"国外包围国内"、"先衍生品后动画片"的品牌运营路线,在有效推广动漫形象品牌的同时获得了极大的成功,为中国动漫形象品牌运营发展提供了宝贵的经验,即先走国家产业规划型和市场主导型相结合的动画形象品牌运营道路,然后进入市场主导型动画形象品牌运营模式。中国的动漫产业要真正形成产业链,必须在打造动漫形象品牌、促进品牌营销上下功夫。

Brand operation of cartoon images provides the key support to the sustainable development of the animation industry. Aiming to build an international animation corporation, the animated film of Bobcat and Jimmy has made an innovation in its brand operation of images by putting forward such brand operation strategies as ＂international market developed before the domestic one＂, and ＂derivative products launched before the animated film＂. This practice popularizes the cartoon image, gains a huge success and offers precious experience for the development of the brand operation of China＇s cartoon images. This experience can be concluded as a brand operation method based on the combination of state industry planning and market leadership, and then relied on total market leadership. To create an industrial chain of China＇s animation industry, it is necessary to lay emphasis on the creation of cartoon image brand and the promotion of brand marketing.