基于社会化网络背景下的动漫品牌建设研究

Research of Animation Brand Development Based on Social Network

基于新媒体的社会化网络平台的兴起发展,颠覆了传统动漫的创作与传播方式。如何利用好社会化网络,对于以鲜明的角色、新颖的故事、长期有效的经营方式来构建的动漫品牌来说是十分关键与紧要的。依托社会化网络,涌现出新的动漫创作个人与群体以及全新的传播渠道,需要不断发掘其内在潜能,使中国动漫品牌的建设焕发出强健生命力。

The rise and development of the new media - based social network platform has greatly challenged the traditional animation creation and its communication channels as well. In this new era of social network communication,to revitalize China＇s animation brand industry will bring about not only great challenges but also big opportunities for domestic animation creation groups. Therefore, how to make the best use of social network is of necessity for animation creation industry to forge a fresh animation brand that features unique role models, original stories and long - term efficient management mode. This paper argues that a new generation of animation creation individuals and groups has come to the fore against the background of social network, along with the new communication channels, and then holds that their inherent potential should be developed to their fullest so as to shed fresh lights onto the development of China＇s animation brand.