International comparisons of animation industrial marketing modes and the inspirations to China

摘要

Animation industry has recently developed into a new growth point for the world economy and has become a main pillar industry of the developed countries. While creating huge economic benefits, animation industry also provides consumers with splendid spiritual enjoyment. With the support of government policies, Chinese animation industry has achieved great development. However, compared with countries with outstanding animation systems, such as the United States, Japan, South Korea and Europe, etc., China still has huge gaps not only in original ability, but also in operational capability of the animation market. International animation industry has various marketing modes, and developed countries have worked out their own suitable ones. Through a comparative study on the animation industry marketing modes of the United States, Japan, South Korea and Europe, and the reference in the successful experiences of these countries, this paper proposes that derivative-driven marketing mode is more suitable for the development of Chinese animation industry. It is hopes that this paper will contribute to inspiring the promotion of Chinese animation industry.