跨界营销下的国漫营销策划分析——以《狐妖小红娘》为例
Marketing Planning Analysis of China Comics Based on Cross-Border Marketing—A Case Study of “Fox Demon Little Matchmaker”

近年来，国产动漫层出不穷，国产动漫行业发展迅速。然而由于国漫起步晚、产业不成熟，盈利模式过于单一，我国动漫产业的整体经济效益受影响。2017年以来，国产动漫作品数量增多，在年轻群体中的渗透率不断提高，预估将覆盖近1.4亿的用户群体。随着动漫产业开启全民化时代，如何让国漫在营销策划中走向大众，获得整个动漫产业的良性发展，引人深思。《狐妖小红娘》是一部以中国神话传说狐妖为主角的国产动漫，本文以《狐妖》为例，分析其跨界营销成功的原因，并提出国产动漫营销策划的创新策略。
In recent years, domestic animation has emerged one after another, and the domestic animation industry has developed rapidly. However, due to the late start, immature industry and too single profit model, the overall economic benefits of China’s animation industry are affected. Since 2017, the number of domestic animation works has increased, and the penetration rate among users has been increasing. It is estimated that it will cover nearly 140 million user groups. As the animation industry opens the era of popularization, how to make China-made cartoons go to the public in marketing planning and obtain the benign development of the industry is thought-provoking. Taking “Fox Demon Little Matchmaker” as an example, this paper analyzes the reasons for its cross-border marketing success, and puts forward the innovative strategy of domestic animation marketing planning.