Research on the characteristics of the animation industry and the innovation of marketing and communication strategies in the data era

Aug 21, 2026

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The transformation of the animation industry in the data era is driven by market virtualization, brand nationalization, and industry interlinking. Data-driven marketing offers new empowerment while current practices face obstacles, including unclear development direction, shifts and impacts in mainstream media terminals, and uncertainty in audience markets. The proposed solution emphasizes innovating marketing and communication under data-driven conditions: agenda-setting around topics, leveraging packaging “halo effects,” using data to guide audiences, and completing transactions through secondary communications.

LanguageEnglish

CategoryResearch & Report

FormatPDF

Pages5

Reading Time13 min

AccessFree to download

Overview of the development of the Chinese animation industry

From birth to revival and current industry status

Data-era transformation and key challenges

Shifting factors in the animation industry in the age of data

Virtualisation of the market

Changes in distribution terminals and communication channels

Research on the characteristics of the animation industry and the innovation of marketing and communication strategies in the data era

Tie Li1, Xi Zhang1

1Tiangong University, Tianjin 300387, China

Abstract: The transformation of the animation industry in the context of the data era is characterized by the virtualization of the market, the nationalization of brands, and the linking of industries. The animation industry has entered a new data-driven era, and while the data-driven animation marketing model is empowered for the new era, the marketing model is facing difficulties such as unclear development direction, changes and impacts of mainstream media terminals, and unpredictable audience market, etc. The solution lies in the innovation of the animation marketing and communication model under the data-driven environment, i.e. creating issues in terms of topics, reasonably using the " The solution lies in the data-driven innovation of the animation marketing communication model, i.e. creating issues on topics, using the "halo effect" on the packaging, applying data to drive audience guidance, and relying on secondary communication to complete audience purchase.

Keywords: big data; animation industry; marketing strategy

1. Overview of the development of the Chinese animation industry

Modern Chinese animation originated in the 1920s. The Wan brothers are the originators of modern animation, and their creation of Studio Scene was the first animation work in China in modern times. During the development of Chinese animation, it has gone through a process from birth-development- glory - confusion - through - revival, which has had many profound impacts on China's economy, culture, and environment. Although the domestic animation industry is still in the exploratory stage, it is still a sunrise industry with great potential for development compared to developed animation industry countries.

It is worth noting. In recent years, human society has been moving from the traditional industrial economy to the digital economy, and as technological innovation and machine learning theories are developing, algorithms are taking over more and more decision-making power in business, education, healthcare, administration, and other fields. Therefore, the animation industry’s characteristics and marketing and communication strategies in the data era are also very different from the traditional ones, and the data-based transformation of the animation industry has become a major trend. The challenges of unclear development direction in the technical context, the change and impact of mainstream media terminals, and the unpredictability of the audience market need to be solved.

2. Shifting factors in the animation industry in the age of data

2.1 Virtualisation of the market

Traditional animation distribution relies on traditional terminal media, such as television, big screen, and other traditional fixed digital terminals combined with paper media to expand the scope of distribution. There are two main types of traditional marketing and communication methods, one of which is to use the "animation + paper" method to disseminate and provide feedback on the work. For example, in the case of The Story of Hongmao and Lantau, during the animation stage, the company will produce and distribute relevant comic magazines and novels and attach a questionnaire to the animation internally to complete the feedback of the animation and the promotion of derivative peripherals. The second is the "animation + advertising + email" method to complete the dissemination and feedback: for example, 3000 Whys of Blue Cat uses the intermission of the animation to insert an

interactive advertisement in the form of a "prize quiz" . The questions are based on the storyline of the animation and are easy to answer, and viewers are encouraged to participate in the animation through paper mail. It is also worth mentioning that the prizes for the "Quiz" during t

FAQs

What are the main changing characteristics of the animation industry in the data age?

The main characteristics include market virtualization, brand localization/nationalization, and cross-industry linkage. With the development of algorithms and machine learning, animation marketing and communication modes have also undergone transformation.

What difficulties does the data-driven animation marketing model face?

Unclear development directions, changes in and the impact of mainstream media terminals, and uncertainty in the audience market. These issues require systematic responses in a data-rich environment.

What key practices are included in the innovative marketing and communication approaches proposed in the text?

Setting topic agendas in a data-driven environment, leveraging the 'halo effect' of packaging, guiding the audience with data, and driving audience purchases through secondary dissemination.

Aug 21, 2026

Upload by Tawan