從事教職的身分，讓我更能觀察到兒童流行文化，繼大陸卡通《喜羊羊與灰太狼》登臺後，逐漸成為國內中小學生最受歡迎的卡通之一。眼看中國大陸在兒童文化產業上的成功，近來主打文創的臺灣卻沒有明顯代表作品！有鑑於此，引發我想探討大陸的兒童流行文化與文創產業。本研究採用文獻分析法及次級資料分析法，以《喜羊羊與灰太狼》為個案研究的主軸，進行兩岸影視動畫產業的政策與結構分析，文末除了借鏡《喜羊羊與灰太狼》成功行銷的因素外，並試著在全球化的趨勢下對臺灣影視動畫產業進行重新定位，期望透過新媒體的行銷策略能為臺灣品牌設計尋找到新的方向。 As a teacher, it makes me further aware and sense the children fashion culture. After the China cartoon “Pleasant goat and big big wolf” was issued in Taiwan., it gradually becomes one of the most popular cartoon with elementary and junior students. Children culture industry in Mainland China is quite successful nowadays; however, in Taiwan, the lack of representative work should be concerned. This case study detailed the start-up and growth of the China cartoon “Pleasant goat and big big wolf”. Further, the present study aimed to examine the animation industry policy between China and Taiwan. Moreover, the marketing strategies regarding “Pleasant goat and big big wolf” were demonstrated and discussed. Data was collected through Literature Review and Secondary Data. The results of the study orientated the trend of animation industry in Taiwan and gave a direction for the afterward brand design.