2015年,国产动画电影《大圣归来》取得了“现象级”的票房业绩,为中国动画电影赢得了较好的口碑;该年度另一部国产动画电影《小门神》在票房成绩和观众评价上相比《大圣归来》存在较大差距。但二者的市场营销策略都是成功的。作者从剧作创意和产业营销的角度,对上述两部影片进行个案分析,认为“互联网+”背景下的宣传营销是国产动画电影产业发展的关键,剧本创意、故事建构和人物设计是国产动画电影产业发展的基础,从而得出国产动画电影产业的发展方向——扎实的剧作和全媒体整合营销相结合。 In 2015, the domestically produced animated film “The Return of the Greats” achieved a “phenomenal class” box office performance, which won a good reputation for Chinese animation films. In the same year, another domestic animated film “The Little God” at the box office performance and There is a big gap between the ratings of the audience and the Return of the Greats. But both marketing strategies are successful. From the perspective of drama creation and industrial marketing, the author analyzes the above two films on the basis of a case study. He believes that the promotion and marketing under the background of “Internet +” is the key to the development of the domestic animation film industry. Script creation, story construction and character design are Domestic animation film industry, the basis for the development of domestic animation movie industry to come to the direction - a solid play and the integration of all media marketing.