本文论述国产动画前期市场测试及推广的两个主要途径——网络媒体与衍生产品。动画作品的前期设计通过网络媒体向受众传播并接受反馈,从而获得市场测试及推广;动画作品的前期形象设计开发部分衍生产品推向市场,从而再一次获得市场测试及推广。这样既能有效地降低国产动画投资的盲目性和风险性,又能使作品得到很好的前期市场推广。 This article discusses the two main ways to test and promote the domestic animation pre-market - online media and derivative products. Antecedents of animation works are disseminated through the online media to the audience and receive feedback so as to obtain market testing and promotion. Some derivatives of the early stage image design and development of animation works are put on the market, so as to once again obtain market testing and promotion. This can not only effectively reduce the blindness and risk of domestic animation investment, but also make the works get a good pre-market promotion.