The transformation of the animation industry in the context of the data era is characterized by the virtualization of the market, the nationalization of brands, and the linking of industries. The animation industry has entered a new data-driven era, and while the data-driven animation marketing model is empowered for the new era, the marketing model is facing difficulties such as unclear development direction, changes and impacts of mainstream media terminals, and unpredictable audience market, etc. The solution lies in the innovation of the animation marketing and communication model under the data-driven environment, i.e. creating issues in terms of topics, reasonably using the " The solution lies in the data-driven innovation of the animation marketing communication model, i.e. creating issues on topics, using the "halo effect" on the packaging, applying data to drive audience guidance, and relying on secondary communication to complete audience purchase.

Tie Li, Xi Zhang. Research on the characteristics of the animation industry and the innovation of marketing and communication strategies in the data era. Academic Journal of Business & Management (2022) Vol. 4, Issue 1: 50-54. https://doi.org/10.25236/AJBM.2022.040109.

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