The Enlightenment Of The Development Of The Japanese Animation Industry To China

China’s animation industry is still in the early stages of development,there are still a lot of problems.In this article,the author analyzed the marketing communication mode of Japanese animation brand and the effect that animation related products have on brand communication taking the Japanese animation brand communication as the center.After that,the author explored the factors that promote the brand communication in the development of Japanese animation industry from the perspective of government support—communication environment,financing pattern—communication base,animation works—communication object,issue and playback path—communication media and so on,on the basis of reference to other people’s research.At last the author put forward the following suggestions for China to learn from Japan considering the current situation of the development of Chinese animation industry.Firstly,in order to provide a good policy environment for the spread of animation brand,the Chinese government should begin to strengthen animation brand intellectual property protection measures,establish grading system of animation works,formulate appropriate incentive policies and set up effective training system,Secondly,it should be through enriching animation theme,deepening the content of animation and combining fantasy with reality and other methods to develop original animation brand.Thirdly,it should be through reforming financing model,improving the broadcast system,enriching the means of communication to promote the animation industry market operation.Finally,the popularity of online games will be changed into animation is the actual situation with the Chinese animation industry to adapt to the development of animation it is a kind of animation development mode matching the actual situation of China to adapt popular online games into animation.