The New Approach of Chinese Animation: Exploring the Developing Strategies of Monkey King - Hero Is Back

Abstract

The Chinese animation ‘Monkey King: Hero is Back’ had remarkable box office success and earned a good reputation for Chinese animated films, indicating a resurgence in Chinese animation, and that the successful marketing strategy is worth exploring. This study uses literature analysis and SWOT analysis to explore this animation’s marketing strategies. The purpose of this research is to: (1) dissect the contents of the marketing strategy of this animation; (2) explore the developing strategies of the sequel to this animation; (3) provide this animation’s developing strategies as reference for the development plan of Chinese animated films. Through SWOT analysis, this study pinpoints the developing strategies for Chinese animation. Firstly, animation designers ought to design the artwork incorporating elements of Chinese traditional culture and animation companies should specially train marketing personnel to promote the marketing model. Secondly, managers should improve the spin-off products, and the country vigorously support the animation industry. Thirdly, the film must meet the psychological needs of consumers and play a part in closing the distance between designers and audiences, and also help consumers choose conveniently. Fourthly, companies ought to introduce relevant personnel to improve the production technologies of animation films. Finally, designers should adopt innovative principles to retain their exquisite market advantages. The marketing ideas and promotion methods of Chinese animation films are still in their infancy and in the future, Chinese animation marketing must follow the principles combining with tradition and innovation.