Research on Marketing Strategy of Animation Derivatives

With the improvement of China's economic level and the increasing diversification of cultural consumption demand, the anime and manga industry has become an important part of the cultural industry. Enterprises generate income through the development of derivatives or collect rights fees as a source of profit through the licensing of cartoon images. Under the background of new media, cartoon characters display various personality characteristics of cartoon images through cross-media platforms such as the Internet, gain the emotional recognition of consumers, and then promote the sales and development of animation derivatives. Based on the theory of customer perceived value, this paper puts forward the research on the marketing strategy of animation derivatives.