“新科娘”作为CCTV新科动漫频道所衍生出来的动漫品牌,本身并无对应的影视作品。本文通过“新科娘”的品牌号召力和这个形象的拓展模式,来思考这样“别具一格”的品牌方式在市场中是否可行。谈到中国动漫形象,谁也避不开“衍生品”。众所周知,在动漫产业长长的链条中间衍生品是动漫获利最大可能性的一环,也是最能直接考验作品在市场受众反映程度的一环。“衍生品”这个词,似乎一直与影视作品分不开。它从图像作品而来,又脱离与作品本身。作品展示其精神内容,衍生品则是更加接近市场。它需要可以存在于生活中,又具备使用或收藏价值。“新科娘”作为中央电视台频道所衍生出来的动漫品牌,它既带有一些官方的意味,又具有动漫活泼的特性。“新科娘”并无影视作品,但品牌本身塑造出造型性格和角色个性,这样“别具一格”的品牌方式在市场中是否可行?这或许还需要先从“新科娘”的本身分析来看。 “New Branch Mother ” as the animation brand derived from CCTV Shinco Animation Channel, there is no corresponding film and television works. In this paper, through the brand appeal of “Xin Biang Niang” and the mode of development of this image, we think whether such “unique” brand approach is viable in the market. Speaking of China’s animation image, who can not avoid “derivatives ”. As we all know, in the animation industry, a long chain of intermediate derivatives is the most profitable part of animation, but also the most direct test of the work in the market to reflect the extent of the audience a part. “Derivative ” the word seems to have been inseparable from the film and television works. It comes from the image works, but also from the work itself. Works showcase its spiritual content, while derivatives are closer to the market. It needs to exist in life, but also have the use or collection value. “Xin Bian Niang ” as the animated cartoon brand derived from the channel of CCTV, it has some official meanings, but also has the lively character of animation. “Shincheniang ” There is no film and television works, but the brand itself shape the character and character personality, so “unique ” brand approach is feasible in the market? This may also need to be from Analysis of their own point of view.