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2005年11月11日晚,北京奥组委和国际奥委会官员一起对外揭晓了人们期待已久的北京2008年奥运会吉祥物。经过一年多的“申吉”选秀大战,从众多实力选手中最终入选的是:鱼形象的福娃贝贝、大熊猫形象的福娃晶晶、奥林匹克圣火形象的福娃欢欢、藏羚羊形象的福娃迎迎和燕子造型的福娃妮妮5个动画形象福娃。五种造型名字合在一起就意味着“北京欢迎你!”一时间这五个动画形象带着中国奥运精神走遍中国乃至整个世界,成为家喻户晓的明星。随着福娃的出现,一系列的福娃的商业销售活动也随之轰轰烈烈地展开了。作为动画形象的福娃,其经营活动必然也具有动漫产业的特点。福娃源干最初的绘画手本,并且在揭晓会上的三分钟宣传片已经赋予这五个卡通形象生动和丰富的性格,成为了“活”的卡通,起到了传统意义上的动画片对卡通形象的塑造作用。因此我们说福娃的经营是一种动漫产业。但是福娃的营销又是一种独特的动漫产业,是动漫产业与奥运经济的独特结合。其独特之处在于:
On the evening of November 11, 2005, BOCOG and officials of the International Olympic Committee announced the long-awaited Beijing 2008 Olympic Games mascot. After more than a year of “Shen Ji” draft wars, from the final selection of many strength contestants are: the Fuwa Beibei fish image, the giant panda image Fuwajingjing, the image of the Olympic flame Fuwa Huanhuan, Tibetan antelope image Fuwa welcome greeting and swallow modeling Fuwa Nini 5 animated image Fuwa. Together, the five styling names means “Beijing welcomes you!” For a time, the five animated characters traveled China and the world with the Chinese Olympic spirit and became a household name. With the emergence of the Fuwa, a series of Fuwa commercial sales activities also followed vigorous launch. Fuwa as animated image, its business activities must also have the characteristics of the animation industry. Fuwa Yugan first original painting hand, and in the announcement of the three-minute promotional video has given these five cartoon images vivid and rich character, became a “living” cartoon, played a traditional animated film Shaping the cartoon image. So we say Fuwa’s business is an animation industry. However, Fuwa’s marketing is a unique animation industry, which is a unique combination of the animation industry and the Olympic economy. Its uniqueness lies in: