国产动漫出海战略研究

中图分类号：G124 文献标志码：A

Research on the Overseas Expansion Strategy of Domestic Animation

LIU Xiaojuan1 JI Xiaoyang1 ZHANG Yukun² （1. Shanghai; Shanghai University of Foreign Economic and Trade，Shanghai 2Ol62O， China; 2. South China University of Technology，Guangzhou 5lO64l， China）

Abstrac： An excellent animation film IP will integrate culture and art，bring visual shock to the audience， improve commercial value，and provide a publicity medium for the country's culture. Guoman bears the heavy responsibility of promoting Chinese culture，In China，Mythological series of movies have become household names，Bear the cultural communicator in the subtle way，In a more popular way of communication，Attracted a large number of enthusiasts，But Guoman has been greatly challenged in the process of entering the overseas market，It is diffcult to integrate into the intemational market，Because of cultural diferences、Market exclusion、Low originality、Lack of IP influence，This article will pass the excellent case of Guoman that has successfully made breakthroughs overseas，And compared with foreign excellent animation IP，Statistical analysis data to study Guoman in depth，According to SWOTTanalyze the competitiveness of Guoman from multiple dimensions ，Explore GuomanIP's overseas strategy.

Key words： guoman; cultural; IP; overseas strategy

1绪论

来在国内市场取得了显著成就，尤其以神话系列为代表的动画电影广受欢迎，不仅吸引了大量观众，也逐步承担起文化传播的功能。（剩余11220字）