Research On The Brand Management Of Night Lolita Animation Under The Background Of Mobile Internet

Animation industry is one of the important parts of cultural and creative industries.Since 2013,the development speed of animation industry in China has accelerated,and the "The rise of Chinese animation" has become a hot topic for many times.As the core value of animation products,brand is an important embodiment of the core competitiveness of animation industry.The development of mobile Internet brings new opportunities and challenges to animation brand management.As an important part of Hebei elite Animation Culture Communication Co.,Ltd.,Night Lolita’s animation brand has formed an animation industry value chain from "original animation production,broadcast" to "Night Lolita doll production and sales".In the current Internet perspective,the main problems of Night Lolitai’s brand management include: in the face of the changes in China’s animation industry brought about by the mobile Internet,Night Lolita’s brand market positioning has not been accurate enough,and the resulting problems of single brand profit model,poor brand marketing promotion,unclear brand culture,etc.Firstly,this paper analyzes the influence of mobile Internet on animation brand management based on the characteristics of mobile Internet,then combs the general situation of Night Lolita’s brand development,comprehensively analyzes the internal and external conditions of the brand management of Night Lolita’s by SWOT analysis,determines the available opportunities and points out the risks faced by its brand construction.In view of the problems existing in Night Lolita’s brand management and the changes brought by the development of mobile Internet,this paper puts forward optimization suggestions.First,broaden the market positioning,improve the content quality of original animation works,and enhance the recognition of the IP value of Night Lolita’s animation by all age animation consumers.Second,explore the brand profit model and develop the derivative model of animation IP reasonably.On the one hand,it can broaden the idea of IP derivative development,look at the field of Pan entertainment,and extend the derivative value chain for all age consumers.On the other hand,the development of IP toys should also change with the change of animation brand positioning,trying to transform from consumer products at a young age to fans products invested in for a long time.Third,integrate the animation brand marketing methods,with the help of animation brand community,to achieve the value co creation of brand and consumer.Fourth,improve the construction of animation brand culture,enhance and maintain the animation brand equity.Finally,the implementation of the brand management optimization program security measures.This paper uses the methods of literature review,questionnaire,interview and case analysis to study.The innovation is to analyze the theory and data of a typical animation brand in the context of mobile Internet,and suggest that it is more targeted.From the theoretical point of view,this paper applies the theoretical knowledge of marketing,communication,and puts forward to improve Night Lolita’s animation brand management,which is exploratory and forward-looking,hoping to provide reference for the management and development of other animation brands in the context of mobile Internet.