国内动漫衍生品市场发展现状与策略研究

作为文化创意产业的重要组成部分，我国动漫产业在国家政策的大力支持下，近年来发展迅猛，规模不断扩展，未来成长空间巨大，但总产值并不高。针对这一突出矛盾，企业应准确定位目标消费群体，全方位拓展衍生品市场，不断完善产业链，同时积极打击盗版侵权，维护品牌利益，促进我国动漫产业的长效健康发展。

Research on Current Situation and Strategy for Domestic Animation Derivatives Market

As an important part of the cultural and creative industry,under the powerful support of national policy,China’s animation industry has developed rapidly,the future growth space is enormous,but the total output value is not high.In view of this prominent contradiction,the enterprise should be accurately positioning target consumption group,all-round development derivatives market,and should continue to promote the industrial chain,and at the same time actively fight against piracy,maintain the brand interest,and promote the long-term healthy development of China’s animation industry.