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随着文化产业的大力发展,我国动漫产业的发展也呈现新的势头。在多媒体融合的当下,我国动漫产业的运营模式发生了明显的变化。在内容制作上,一改传统的闭门造车的模式,利用互联网平台,最大限度地糅合受众意见,通过互动的方式共同创作文本内容。在融资模式上,借助多元渠道获得融资,并积极运用网络衍生的众筹融资模式。在营销模式上,实行全媒体营销,采取分众营销、整合营销、档期营销、口碑营销、话题营销和饥饿营销等策略。大众利用网络,表达对动漫衍生产品的消费诉求,媒体融合促进衍生产品开发力度和广度。
With the vigorous development of cultural industries, the development of China’s animation industry has also shown a new momentum. At the moment of multimedia integration, the operation mode of China’s cartoon industry has undergone obvious changes. In the content production, a change to the traditional model behind closed doors, the use of Internet platforms, to maximize the integration of the views of the audience, through interactive ways to create text content. In terms of financing models, it obtained financing through multiple channels and actively used the network-based crowdfunding financing model. In the marketing mode, the implementation of all media marketing, to take advantage of marketing, integrated marketing, marketing schedule, word of mouth marketing, marketing and hunger marketing strategy. The public uses the Internet to express their appetite for consumption of animation derivative products, and media convergence promotes the development of derivative products.