现象级国漫春节档营销策略与话题发酵路径研究
Research on the Marketing Strategy and Topic Fermentation Path of Phenomenon Level Chinese Comics during the Spring Festival

本研究聚焦于国漫电影在春节档期间的创新生产路径、跨界营销策略、新时代营销手段及情感价值与文化认同。研究发现，国漫电影通过叙事创新、技术运用和营销推广，构建特色动漫生态体系，实现品牌系列化发展。跨界营销以《哪吒之魔童闹海》等作品为例，展示了国漫如何走向更广泛的市场。同时，新时代营销策略关注消费者需求和市场管理，提升国漫的市场竞争力。此外，情感价值在国漫营销中发挥关键作用，通过与品牌联合营销，增强文化认同和商业价值，推动国漫产业的繁荣发展。
This study focuses on the innovative production path, cross-border marketing strategy, new era marketing methods, emotional value, and cultural identity of Chinese animation films during the Spring Festival period. Research has found that Chinese animated films have built a unique animation ecosystem and achieved brand serialization development through narrative innovation, technological application, and marketing promotion. Cross border marketing, using works such as “Fox Demon Little Red Maiden” as examples, demonstrates how Chinese comics can enter a wider market. At the same time, the new era marketing strategy focuses on consumer demand and market management, enhancing the market competitiveness of Chinese animation. In addition, emotional value plays a key role in the marketing of Chinese animation, enhancing cultural identity and commercial value through joint marketing with brands, and promoting the prosperity and development of the Chinese animation industry.