X Animation Company’s Derivatives Marketing Strategy Research

As an emerging industry,animation has great development potential worldwide.Since the11 th Five-Year Plan,the scale of China’s animation industry has been expanding and has maintained a rapid growth.However,in the process of rapid development of China’s animation industry,the sales of animation derivatives,as its main source of revenue,are poor,seriously affecting the profitability.As the work of the first echelon of animation in China,"scissor seven" produced by X Company also has the same problem in its derivative sales.This thesis mainly uses 4C marketing theory to analyze the current marketing situation of the derivatives of animation "scissor seven" produced by X Company.Through questionnaire survey,combined with interviews with company personnel,the problems arising in the marketing process are summarized from four aspects: consumer demand,price,convenience and communication.It is concluded that there are many problems,such as too few product categories,slow product shipment,high product production costs,few sales channels,and there is a lack of communication and interaction between officials and fans.In view of the existing problems,corresponding solutions are proposed,namely,increasing the types of derivatives,increasing the speed of derivatives shipment,reasonably using authorization and cooperation to reduce costs,improving the operation and publicity of online platforms,and increasing the frequency of interaction with fans.