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媒体融合已经在全球范围内形成巨大影响。本文以媒体融合为切入点,通过阐述媒体融合进程中的传播新特点及新背景下动漫品牌建设应注意的问题,分析媒体融合进程对动漫品牌建设的影响,从动漫品牌的创建角度提出强化品牌内涵核心、分众化后的精准定位及品牌的多层次建设的建议;从动漫品牌的传播角度提出产品形态的多样性创新、媒体组合传播策略与加强互动性传播的发展对策,以期优化动漫业的品牌构建、内容传播的路径、提升产业效益。
Media convergence has had a huge impact on a global scale. This article takes media convergence as the breakthrough point, expounds the new characteristics of communication in the process of media convergence and the problems that should be noticed in the construction of animation brand in the new context, analyzes the influence of media integration process on the construction of animation brand, The core of connotation, the precise positioning after decentralization and the multi-level construction of brand. The paper also proposes the diversity of product form innovation, the strategy of media portfolio communication and the countermeasures to enhance the interactive communication from the perspective of the dissemination of the animation brand so as to optimize the development of the animation industry Brand building, content dissemination of the path to enhance industrial efficiency.