Research on the Success Elements of Animation IP: Creativity, Marketing, and Globalization

Abstract

In recent years, the global animation industry has undergone profound changes, and intellectual property rights (IP) have become the core standard to measure the market success and cultural influence of animation works. As a successful case of Chinese animation IP, the themed animated films of the series have not only made breakthroughs in business but also promoted the influence of Chinese animation in the international market. This study combines industry reports, market data, and the latest academic research, discusses the key success factors of the IP in content creativity, marketing strategy, and audience feedback, and analyzes the role of cross-media narrative, digital technology innovation, and global expansion on the sustainable development of IP. The development of animation IP is not only an important topic in China’s animation industry, but also highly attracts attention around the world. The animation industry in the United States and Japan has formed a mature IP operation system. For example, Disney, Pixar, and Marvel companies rely on their long-term established brand assets and form IP into a stable business model through cross-media narrative, multi-channel marketing, and global layout ^[1]. In contrast, although China’s animation industry started late, it has risen rapidly in recent years, and the box office of domestic animation has repeatedly reached new highs. For example, the success of films has brought Chinese animation into a global perspective. How to learn from the international experience and combine the local cultural advantages to promote the international development of Chinese animation IP is an urgent problem to be solved at present. The research methods include case analysis, market data statistics, and literature review, and strive to fully reveal the successful path of animation IP. The results show that the modern adaptation of traditional cultural elements, multi-platform integrated marketing strategy, social media interaction, and derivative business model are the key factors for the success of this IP. This study can provide industry insight for animation production companies, marketers, and academic researchers, and help the future dissemination and commercialization strategy of animation IP.