动漫电影作为文化消费产品,具有其特殊的生命周期。利用众筹进行影片营销宣传,也正逐步为动漫电影市场所接受。众筹宣传服务于动漫电影本身,因此需要与其生命周期各阶段的宣传需求相匹配。本文基于国内动漫电影生命周期的特征,尝试对其与各阶段相匹配的众筹宣传策略进行简要的探究和讨论。 Animation film as a cultural consumer products, with its special life cycle. The use of crowdfunding for video marketing is also gradually accepted by the animation film market. Crowdfunding services serve the animation movie itself and therefore need to be matched to the promotional needs of all stages of its life cycle. Based on the characteristics of the domestic animation movie life cycle, this article attempts to make a brief exploration and discussion on the crowdfunding promotion strategies that match each stage.