Research On Brand Extension Strategy Of Animation IP "Ali The Fox"

In the cultural industry system,the importance of the animation industry is self-evident.At the same time,the animation industry is also a rising industry in the country.The country and the public are paying more and more attention to the animation industry.The government has launched a series of targeted policies and measures to provide impetus to the development of the animation industry,and is actively committed to The creation of domestic animation IP and domestic animation broadcasting system strictly limits the frequency of overseas animation to promote the formation of the domestic film and television animation trading market.Build an animation industry base,so that the sources of funds for the animation industry can be more diversified.Therefore,domestic animation has achieved remarkable results in terms of production volume,broadcast effect,production technology and industrial structure.Relevant domestic departments are also actively committed to building a complete animation industry chain,with a view to maximizing social and economic benefits.At present,the animation industry has a relatively new development direction,that is,animation IP,which has very broad development prospects,but also has many defects and deficiencies.Animation IP brands are inadequate in the reserve of original content.The piracy of their derivatives is extremely common and there is no effective means to contain them.The subsequent development will mostly be stranded for various reasons.This article analyzes the brand from the perspective of brand extension,taking the domestic animation IP brand "Ali the Fox" as the research object,combining literature research,case analysis,comparative analysis,and questionnaire survey methods to study the brand’s original content,derivative product development,Brand extension strategies in terms of brand licensing.Combining with the development status of domestic and foreign animation IP brands in recent years and the problems existing in the process of my country’s animation IP brand extension,we will explore feasible solutions,development strategies and contributions to the brand that are suitable for the extension of the "Ali the Fox" IP brand.Through the background introduction and development status analysis of the animation IP "Ali the Fox" brand,as well as the necessary analysis of consumers’ perceptions of the "Ali the Fox" brand,its personal preferences on the brand and the actuality of derivatives Need to form a deeper understanding.Use the obtained data to conduct in-depth analysis to determine the necessity of "Ali the Fox" brand extension,as well as the problems and causes of brand extension.The scope of brand extension has also been clearly defined to provide basic support for future brand extension and allow it to have more options in terms of strategy.Finally,the following conclusions are drawn: based on the brand of "Ali the Fox",determine the extension of the brand,especially the age range of the audience,and apply differentiated marketing methods to the corresponding consumption characteristics of different age groups.From the perspective of the extension direction,"Ali the Fox" should actively carry out upward extension;from the perspective of the series extension type,the extension product cannot leave the setting content corresponding to the original IP,and it is closely integrated with the current new media communication channels and multimedia production technology.From the perspective of the category extension type,it is necessary to determine the planning extension category according to the different age groups,and also focus on the scenario application category extension.