本研究从动画企业运营的角度出发，探讨特殊产业环境下的中国动画企业生存和发展策略。文章首先对美国、日本等发达国家成功的动画运营模式及产业环境进行对比分析，寻找其成功运营之要素，并试图寻求动画运营的普适性规律和因适应于不同产业环境而调整的动态因素。其间，笔者对动画产业价值链进行了深入分析，得出动画运营的价值核心是动画角色品牌的运营，对动画角色品牌的培育和相关衍生市场的开发是动画运营者获得巨大经济收益的支点和重点。此外，动画运营因其不同的产业环境及相关资源的差异而呈现出显著的个性。有效的利用本地区优势资源，扬长避短是动画企业成功运营的基本特点。日本、美国等成功的动画运营者正是有效的利用了其独有的优势资源，避开其劣势条件，在遵循动画运营基本规律的前提下培育出具有世界影响力的动画角色品牌，运营者也因此获得了丰厚的回报。产业环境不同，有效的运营模式与策略将呈现显著的差异，对中国运营者来说，任何不顾及产业基础条件而照搬他者的动画运营都终将难以为续，中国的动画运营必须走适宜于中国具体国情，且具有显著中国地域特色的动画角色品牌运营之路。那么，中国特色的动画角色品牌运营之路究竟该如何走？本文将对此进行深入、系统的研究。本研究的特点集中体现在以下几个方面：第一、明确定位于中国动画运营者的立场，探讨我国当前特殊产业环境下的动画企业生存和发展之路。第二、以全新的视角从产业链终端出发，以逆向思维的方式研究动画角色品牌运营各主要环节及关键因素，寻求打造动画角色品牌的有效路径。第三、针对“第四媒体”的计算机互联网与“第五媒体”的手机移动网的特殊属性，探讨其对动画角色品牌塑造的推助作用及应用策略。对传统播映渠道不畅的中国动画运营来说，第四、五媒体的互动、时尚、人性化以及P2P等优异特质，对有效提升动画运营的传播及营销绩效，无疑具有革命性的推助作用。第四、针对我国动画产业相对薄弱且运营的重点内容，文章扩展和强化了对前期策划和设计环节的研究。第五、在动画营销方面，本文对拓展资金回收渠道、方式及内容进行了较为深入的研究。对提升企业核心竞争力有效推进动画角色品牌培育进程等内容进行深入思考。对数字媒介动画产品的信息置入策略和联合共赢战略进行了探讨。第六、在运营策略方面，本文将品牌运营策略与广告传播理念引入动画角色品牌运营的系统策划与研究，提升了运营的科学性、前沿性。第七、提出并系统研究了动画角色识别系统（Character Identity），以有效的指导和统一动画角色品牌的衍生市场开发。 第八、注重理论与实践相结合，笔者将理论研究与项目运营同步进行，并互为参照，有效提升了本研究的产业应用价值。

Based on the starting point of this research, the animation enterprise operation, the author is under discussion on the environment of Chinese Animation Enterprise as well as the issue of survival and development in the industry. Compare and contrast the successful cases of animation industries in developed countries like the US and Japan etc., the article shows the factors of success in operation. Also, the author tried to seek the universal rules and particular diversity of factors for the animation operation.In the meantime, the author has carried on a thorough analysis of the animation industry value chain. It shows that the core value of the animation operation is the animation character branding operation. Moreover, it reveals that the cultivation of animation character branding and the development of related derivation market are the standing point and key of obtaining the huge economical gain in this industry. This is the essential rule that most successful animation operations follow. To the worldwide operators like Japanese, American and even Chinese, it works effectively. In addition, each animation operation presents its remarkable characteristic due to various industrial environments and the correlated resources differences. The effective use of local superiority resources, which enhances strengths and avoids weaknesses, is the essential feature of success in animation enterprise operation. Successful animation operators in Japan and US etc. effectively make use of their superiority resources, which it was in sole possession of. Thus, it avoided the disadvantages that they have. Following the essential rules of animation operation, these operators have created many worldwide influential animation character brands. They therefore also have gained great profits from these successful brandings. The diversity of industrial environments leads the difference in effective operation modes and strategies. As Chinese operations, it would end up with failures if they do not take the condition of Chinese industrial foundation into consideration and just imitate the animation operations in other countries. Consequently, according to the regional characteristics, the operators must explore the particular way of animation character branding operation in China. In that case, what and how should they carry on？ The article therefore undergoes a scientific and thorough research in this project. The remarkable characteristics of this research present in following several aspects:First, according to the special environment of current Chinese industry, the author learns the position and the view of the Chinese animation operators. He discusses how Chinese animation enterprises find the way of survival and development in this industrial.Second, by the reverse logic, the author started his research from a brand-new angle of view on the industrial chain terminal. He studied each main step and key factor of animation character brand marketing in order to explore the effective way of animation character branding.Third, the article is focusing on the particular attribute of “the forth media” the Internet and “the fifth media” the GPRS, by which it pushes the development of animation character branding and marketing. To the animation operation in China, the traditional broadcasting media seems running correspondingly slow comparing with “the forth and fifth medias”. The outstanding characteristic of the internet and the GPRS, such as interactive, fashionable and user friendly as well as P2P etc, effectively promotes the animation operation media as well as the marketing strategy and the achievements. Undoubtedly, it is innovative and powerful in the promotion of animation industry.Fourth, facing the key issues of the animation industry operation in our country, the author expands and intensifies the research of the early planning and design section.Fifth, in the aspect of animation marketing, this article shows a thorough research in investment, channels and profit in this industry. It also refers to a deeply thought of boosting enterprise’s core competitive power etc. Also, the author discusses the strategy of how to run a successful the multimedia animation production.Sixth, in terms of the operation strategy, the research applies the theory of branding operation strategy and advertising communicate to perfect the system planning and research of the animation character branding.Seventh, the author proposes and has been studying the animation Character Identity system in the way of directing and unifying the derivate market development of animation character brand.Eighth, the author conducts the fundamental research and the project operation synchronously, which has effectively promoted the industry application value of this research.