品牌：我国的新媒体与动漫产业

摘要

The interaction between new media and animation industry in the field of brand construction is a remarkable phenomenon in recent years in China.In this paper,for the first time the new media animation brand construction is divided into three interrelated areas,namely,the animation brand constructed by new media,the brand of new media animation,and the new media brand created by animation.Taking this classification as a starting point,this paper offers following contributions： discussing the progress made by China＇s new media animation brand building;analyzing the urgent needs to update the current concept of brands,to copy with more and more competition,to enrich the content of brand,and etc;to propose some countermeasures,such as making full use of new media services,drawing on traditional brand marketing strategies,and improving the effectiveness of animation brand building.%在品牌建设领域,新媒体与动漫产业之间的互动是我国近年来令人瞩目的现象。首度将新媒体动漫品牌建设区分为三个相互关联的领域,即通过新媒体打造的动漫品牌,新媒体动漫自身的品牌,新媒体通过动漫打造的品牌。以此为出发点,阐述我国新媒体动漫品牌建设所取得的进展,分析当前品牌观念亟待更新、品牌竞争日益激烈、品牌内涵有待发掘等问题,提出充分利用新媒体各种服务、借鉴传统品牌营销策略、提高动漫的品牌建设效益等对策。