Success Factors And Problems Study Of "Pleasant Goat And Big Big Wolf"

In recent years,the development of Chinese animation industry is growingrapidly,one called "Pleasant Goat and Big Big Wolf" cartoon is one of the best in the12-year Lunar New Year stalls release of the film version of " Pleasant Goat and BigBig Wolf Chuang happy Year of the Dragon " cartoons it is made160million of thebest box office results,but it is worth noting that13-year Lunar New Year stalls at thebox office fell to120million,14-year Lunar New Year stalls "Meet The Pegasus" isencountered at the box office Waterloo,made only of86millionRMB.Why is thiscartoon can achieve great success,why has emerged in recent years,scores declinephenomenon,which the Chinese animation industry have what revelation?This articlefrom the perspective of culture and the arts,industrial economics and marketing byreading this complete animation industry cases,respectively,from the cultural andcreative,operational and capital market operations at three levels summary "PleasantGoat and Big Big Wolf" in the process of successful operation of the project anddeficiencies,and hope for the future operation of domestic animation projects provideproper guidance.This paper is divided into four parts,introduction,mainly on the statusquo operation of the project," Pleasant Goat and Big Big Wolf" three core factors andan overview of cultural industry projects;study the cultural and creative aspects of thefirst chapter of "Pleasant Goat and Big Big Wolf",with emphasis analysis of itsoriginal spirit and symbolic image,interpret their traditional cultural values of outputand contemporary cultural aesthetic use;capital mode of operation and the industrialform the second chapter focuses on"Pleasant Goat and Big Big Wolf"cultural industryprojects;Chapter three describes "Pleasant and wolf " operation of the market situation,through the interpretation of its marketing model,brand building,maintenance andother aspects of copyright summarize the successful experience.