Marketing Communication for Developing Traditional Chinese Elements of Animation Movies in Digital Age
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Abstract
This study aims to: (1) explore marketing communication strategies that enhance the effectiveness of promoting Chinese traditional element animated films; (2) examine the role of these films in supporting the sustainable development of China's animation industry; and (3) develop a marketing communication framework for Chinese traditional element animated films in the digital age. A mixed-methods research design was employed, integrating qualitative and quantitative approaches. The qualitative phase consisted of a comprehensive literature review, five representative case studies, and in-depth interviews with eight experts, including animation directors, producers, screenwriters, university scholars, and marketing specialists. The quantitative phase involved a questionnaire survey of 400 valid respondents, selected through random sampling from audiences attending major cinemas in Beijing. The research instrument was developed based on established questionnaire design principles and validated through expert review, pilot testing, and post-test reliability assessment. Qualitative data were analyzed using descriptive content analysis, while quantitative data were analyzed using descriptive statistics with SPSS.
The findings indicate that digital communication platforms, including social media, online streaming services, and interactive digital marketing, significantly enhance audience engagement, cultural dissemination, and brand recognition of Chinese traditional element animated films. Furthermore, integrating traditional Chinese cultural elements with innovative digital marketing strategies improves audience acceptance, expands international market reach, and supports the sustainable development of China's animation industry. Based on these findings, the study proposes an integrated marketing communication framework that offers practical guidance for filmmakers, marketers, and policymakers to strengthen cultural communication, enhance industry competitiveness, and promote the long-term sustainability of Chinese traditional animation in the digital era.
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References
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