动漫文化品牌及其产品的全球化形象定位

China's Animation Cultural Brand and the Global Image Positioning of Its products

中国正在逐渐形成具有文化影响力的动漫文化品牌,无论在数量还是质量上,都有明显的改观,而且类型丰富,具有良好的市场前景。但是中国动漫品牌在国际上的影响力仍旧不足,主要是由于国产动漫的形象定位不够精准,营销不够到位等一系列问题。针对现状,结合案例分析优质动漫品牌的受众、文化个性定位特点及新媒体传播方式,以期能够促进我国动漫产业的创新发展,形成具有中华民族优势文化个性的国际化动漫品牌。

The animation cultural image in China is increasingly gaining cultural influences, having shown great improvement not only in quantities but also in quality and in variety, which combine to indicate a promising market prospect. But the international influence of Chinese animation brand is far insufficient, mainly due to such factors as the inaccurate image positioning of domestic animation and poor marketing, etc. The paper takes the current situation into consideration, combined with case analysis of the audience of quality animation brand, cultural identity position characteristics and new media communication mode, in the expectation of promoting innovative development for Chinese animation and creating a global animation brand with superior Chinese cultural identity.