In the 1990s, China experienced the golden age of domestic animation. With the implementation of China's opening-up policy, the influx of foreign cartoons into the Chinese market and occupied the dominance of the animation market, the domestic animation industry chain is not perfect, the animation peripheral product development Serious shortage, leading to 80% of the domestic animation market profits are flowing abroad. This paper aims to provide a reference for the development of animation

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... ucts and animation products in China by analyzing the types of animation products and the problems in the packaging and design of the surrounding animation products. With the continuous improvement of the market economy system, animation gradually from a literary form to the industrialization and commercial direction, but the development of animation industry needs a complete industrial chain as a support, and to have a sound marketing model. Throughout the world of animation industry chain, 70% to 80% of the profits by the surrounding products to achieve. But the domestic animation has works without product, product and no product of the status quo an effective breakthrough, leading to the slow development of Chinese animation, China should actively learn from Japan, the United States and other cartoon animation marketing strategy, and actively tap and expand our potential animation market capacity. The article analyzes the problems existing in the packaging of the domestic animation, discusses how to improve the packaging and design efficiency of the domestic animation peripheral products, and capture the animation market.