A Study On Integrated Marketing Communication Of Pleasant Goat And Grey Wolf Film Series

Animation Industry, regarded as “golden industry” and “sunrise industry”, plays an important role in the globalization of economics. Animation film is a significant part of animation industry. Box offices of China animation motion films remain far behind those of American and Japanese counterparts for many years. In 2009, Pleasant Goat and Grey Wolf produced by Guangdong Yuanchuang Dongli Culture Communication Company, broke the highest record in box office of China animation film. For seven years, Yuanchuang Dongli delivered a film on Pleasant Goat and Grey Wolf annually, and each of them made great success in box offices. However, box offices of Pleasant Goat and Grey Wolf film series showed a slowdown since 2013. By applying integrated marketing communication in high box offices of the films, this thesis analyzes the reason for the slowdown and offers a solution of integrated marketing communication in Internet background to realize a new increase in box offices of Yuanchuang Dongli animation films.This thesis analyses Pleasant Goat and Grey Wolf film series from integrated marketing communication, examining the brand formation of Pleasant Goat summarizing its industry chain mode and offering practical experience for other enterprises, from the perspectives of resources integration, event marketing, new media application, clients’ management etc. Regarding the slowdown in box offices, with consideration of the internet background, it makes suggestions that full application of new media, further interactive integrated marketing communication, systematic management, brand building and consumer behavior research can be a remedy.The research expands application of integrated marketing communication at theoretical level, offering practical suggestions for the further developments of Yuanchuang Dongli, providing applicable experience for Chinese animation enterprises and inspiring further research on Chinese animations industry.