“互联网+”环境下国内品牌动漫IP化的现状与举措

The Current Situation and Measures of Domestic Brand Animation IP Under the "Internet+" Environment

品牌动漫IP是以漫画、动画、动漫衍生品等为主要表现形式,并有一定知名度的知识产权作品。动漫IP化是品牌传播的关键因素,有扩大动漫作品知名度的文化价值和推广品牌的实用价值。纵观国内品牌在动漫IP化过程中仍存在形象设计定位不明确、原创精神缺乏和品牌动漫IP产业化相对局限等问题。这些问题不仅打击开发的积极性,还阻碍着商业品牌的发展,论文分析了国内外的品牌动漫IP化的发展现状,对我国品牌动漫IP的发展提出意见。

Brand animation IP is the main form of animation,cartoon,animation derivatives,and has a certain visibility of intellectual property works.IP animation is the key factor of brand communication,has the cultural value of expanding the popularity of animation works and the practical value of promoting the brand.Throughout the process of domestic brands in animation IP,there are still problems such as unclear image design positioning,lack of original spirit and brand animation IP industrialization.These problems not only hit the enthusiasm of development,but also hinder the development of commercial brands.This paper analyzes the development status of IP brand animation at home and abroad,and puts forward suggestions on the development of IP brand animation in China.