Research on the Market Development of Cultural Peripheral Products: A Case Study of Animation Derivative Products

Abstract

Today, animation and comic derivative products are one of the most popular branches of cultural and creative peripheral products. With the rapid development of the foreign animation industry, animation derivative products have made much profit for people. At the same period, it also becomes one of the vital research topics. Researchers found rich progress in derivative products. However, the issue of improving the development of Chinese animation and comics is still a lack of unified explanation and cognition. Therefore, this thesis aims to research the item of animation and comic derivative products market development through literature analysis and case study. The research found that the changes in consumers’ purchase intention, imperfect industrial chains, narrow audience groups, and difficult animation propagation are the main factors leading to the dilemma of animation derivative products. Therefore, Chinese animation should perfect the animation and comic industry chain by promoting content, derivative products’ marketing approaches, and breaking down single industrial barriers and limitations.