| Under the conditions of market economy,Cultural industry development and prosperity of socialist culture entrusted with the mission, not only to meet the demand for cultural diversity, but also to promote the adjustment of economic structure, optimize economic development 。 Now the status of authorized industry in the cultural industry is becoming increasingly prominent, gradually by the national authorities of the government’s attention。So,Brand licensing is also known as "21st century’s most influential business model".At the same time,brand licensing as the most effective method of marketing and branding, has been recognized all walks of life.Authorized industry, more representative authorized animation format is brand licensing.In recent years,animation industry as an emerging cultural industry formats, are highly concerned about the community.Its development is very fast, is a manifestation of the overall development of the field of cultural industry potential.Cartoon brand licensing is reflected in the field of animation industry development potential.It is estimated that,2013, the scale of China’s animation industry brand licensing between 800-1000 million yuan,and authorize payment scale was about 3 billion yuan.However, compared with the United States and other mature industries authorized countries, there is still a big gap.As such,this paper will authorize an example animation brand,from the industrial point of view, a comprehensive analysis of the development status of China’s animation industry, brand licensing.And from both internal and external reasons to go in-depth study hinder the development of China’s animation brand licensing.At the same time, we also see opportunities for Chinese animation industry in the development process faced.And on this basis, from the government, the market, the three companies put forward countermeasures angle authorized industrial development of China’s animation. |
