Abstract
Character marketing is literally a marketing promotion by creative character. It establishes a brand of a company on the basis that people want to experience some social and internal desire or thought, so it will bring into a new way of marketing to lead the customers’ behaviors. The character brand will let the customers close to the products from their minds; culture and society and then they will be active customers to buy such products.
Films and televisions are only media arousing character marketing to develop. How to make the products be sold well is the most important theme. Paradise and franchising are the two main channels to sell the character products.
As a way of marketing, character marketing also has something to notice. First, the quality of products should be paid much attention. If there is something wrong in the franchise, the franchise as well as the brand that has grown uneasily will break down. Second, character marketing has its own basic essentials: story, drama, thoughts of the world and nature. The image of character on products should be the same as that in the film or television. Third, the character brand needs protecting and refreshing. The image of character is particular about time. Faster the character products show up after the film, more easily they are remembered by customers. So protecting and refreshing the brand is an important way to keep the brand long time in customers’ memory.
Character marketing is new in China and the combination of character and company is uncommon. The important reason is that our culture of films and televisions is on the primary stage, exploring for development. The policies and laws of films and televisions are not perfect. Now films and televisions should be strengthened to develop their derivative products in more channels, more ways and more varieties.
The way of development of character marketing is roughly divided into two parts. One way is to create a suitable image of character for the product. The products were produced after the image created in films or televisions before. Now we can produce a product first, and then make an image of character to match with the product. The other way is to let the product show up in a film or television, making the product be known along with the film or television. It is hoped that in the near future character marketing will develop further and promote the communication with company and culture.
关键词:角色营销 衍生产品 影视文化 文化产业 卡通