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随着经济增长速度的逐步加快,国际竞争日趋激烈。作为国际竞争中不可缺少的文化建设,在其中发挥着不容忽视的作用。而动漫产业是文化建设非常重要的构成部分。动漫产业属于文化创意产业,在国家政策的扶持下获得长足发展。动漫产业与其他产业相对比,其特殊性多体现在衍生品方面。重视动漫产业衍生品的开发,可推动我国动漫产业的快速发展。本文就中国动漫衍生品的开发模式与营销策略进行简单分析。
With the gradual acceleration of economic growth, the international competition is becoming increasingly fierce. As an indispensable cultural construction in the international competition, it plays a role that can not be ignored. The animation industry is a very important part of cultural construction. The animation industry belongs to the cultural and creative industries and has made great strides under the support of the national policy. Animation industry compared with other industries, its particularity is more reflected in the derivatives. Emphasis on the development of animation industry derivatives, can promote the rapid development of China’s animation industry. This article briefly analyzes the development mode and marketing strategy of Chinese animation derivatives.