as a core part of the cultural industry, the film industry has a great positive externality on the economy, and also occupies an increasingly important position in the national economy. Based on the collection of marketing data of Chinese animated films from 2017 to 2018, this paper conducts an empirical study, assuming that marketing and word of mouth are the two core variables, and analyzes the current acceptance of Chinese audiences to animated films from 2017 to 2018. Conclusion: as the marketing of China's animation film to make up for the shortcomings, college students also need to formulate the development strategy of domestic animation film audience group, and make clear that the middle-aged group with higher education as an important market target group of domestic animation film.

Dequan Xu. An Empirical Study of the Marketing and Word-of-Mouth Phenomenon of Chinese Audience Animated Movies. International Journal of New Developments in Engineering and Society (2020) Vol.4, Issue 2: 81-85. https://doi.org/10.25236/IJNDES.040216.

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