Analysis On The Extension Approach Of Animation Production Lifecycle About China

The current situation of Chinese animation product's lifecycle is short, which restricted the sustainable development of animation industry. In this paper, the author used some marketing theories, combined with the features of the animation product and contacted the development of china's animation industry, analysis on the approach of Chinese animation product's lifecycle extension.This paper is base on the presentation of animation product's lifecycle theory, review the existing methods of Chinese animation industry lifecycle extension, then analyze the real problems and causes of Chinese animation product's lifecycle extension, finally put forward the basic countermeasures to solve these practical problems.Specifically, the author believes the main problems of Chinese animation product are this: the work's contents lack of extension elements, copyright protection consciousness and management; the local animation enterprises'marketing competence is weak. The causes of this problems are multilateral, such as the animation products are full of "preachment", the talents on the animation creation is rare, the mechanism of copyright protection is defective, foreign animation enterprises' competition is unfair. In view of this situation, the article suggested that China's animation products, extending the life cycle should take the following four strategies:First, encourage the original creation; Second, protection of intellectual property; Third, around the cartoon image develop its extension copyright; Forth, explore the appropriate mode of China's national conditions of broadcast.