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国产动画片衍生童书与国产动画片的互动式营销必将产生两种市场的共振,即双方的影响力和经济效益的同步提高。衍生童书的营销与动画片的播映配合紧密,它具有三种突出表现:一是同期亮相,即图书在动画片播映期内登陆市场;二是捆绑宣传,“童书捆绑动画片”的代表形式是将动画片的信息特别是播映信息直接附着在图书上,“动画片捆绑童书”的最佳形式是动画片的播映平台携带童书的相关信息;三是童书随着动画片播映强度调整营销力度,在时间上根据动画片播映强度的累积效果和变化态势进行营销阶段划分,在空间上针对动画片的强势播映地区进行细分市场的营销。
The interactive marketing of domestically produced cartoon-derived children’s books and domestically produced cartoons will inevitably produce the resonance of two markets, namely, the simultaneous improvement of the influence and the economic benefits of both parties. Derived children’s book marketing and animation with closely, it has three outstanding performance: First, appeared in the same period, the book landed in the market during the animation period; second is bundled publicity, “children’s books bundled cartoon Is the representative form of the cartoon information, especially the direct broadcast information attached to the book, ”the best form of animation bundle children’s book " is the cartoon broadcast platform carrying children’s book related information; Aims to adjust marketing intensity of animation broadcast, in accordance with the cumulative effect and changing trend of animation broadcast intensity in time, the marketing stage is divided, and spatial marketing is carried out for the segment of animation strong broadcast area.