Research On The Strategies Of Creating Domestic Animation Brands Under The Internet Background

In recent years,the development of infrastructure such as the Internet and technological innovation have provided technical support for the development and upgrading of my country’s cultural and entertainment industry,and at the same time provided a new development impetus for the shaping of domestic animation brands.Animation not only occupies a vital position with its technical resource intensiveness,creative core,unique image and rich cultural connotation,but also attracts the attention of all countries with its broad development prospects and potential.Although the development prospects of domestic animation brands are broad,the short-term vitality and popularity of animation works are also key issues that restrict the development of domestic animation.This article uses the research methods of questionnaire survey and case analysis,and designs the questionnaire through the brand resonance model,discusses the problems existing in the creation of domestic animation brands,and analyzes the classic animation brands.The study found that the current domestic animation is in the dilemma of lack of brand awareness,focus on short-term benefits,weak brand recognition,single animation image,low brand acceptance,and lack of cultural connotation.The development of Internet,VR and other technologies provides a way for the shaping of domestic animation brands.A new solution.This article believes that when conducting specific research based on existing problems,strategic research is carried out from two levels of shaping and dissemination.First of all,insight into the target audience,positioning the target audience and the content of the work,realizing precise services,and realizing the brand effect.Secondly,take root in cultural elements,based on innovation and creativity,and give the animation added value to resonate emotionally with the audience.Thirdly,establish a crowdfunding platform to create a virtuous cycle of capital chain;through innovative derivative development models,strengthen the authorization of animation brands,and achieve a situation of both word-of-mouth and profit.Finally,the animation brand management is carried out by building a stable core animation brand management team and cultivating high-end compound talents.Establish animation brand recognition and brand identity through brand positioning,brand management,etc.,build brand communities,promote interactive marketing,online and offline integration,strengthen experience communication,increase user stickiness,and create a domestic animation brand with coexistence of popularity and reputation,To enhance the country’s cultural self-confidence and cultural soft power.All in all,this article believes that starting from the perspective of establishing brand awareness and enhancing brand recognition may be a new method and new path for animation branding.