本文运用演化经济学的认识论与方法论,置身动漫产业网络,探究动漫品牌生成。研究发现:动漫品牌创意惯例是动漫品牌生成的根脉;在复杂产业系统里,动漫品牌创意惯例演递的上行与下行的双向循环链条构筑起了动漫品牌生成机理;动漫企业与其他相关利益者对动漫品牌创意惯例形成互动,是动漫品牌生成的最优途径。动漫企业在内部挖掘创意同时,要加强与相关利益者联系,形成信息互动,占有天时、地利、人和,打造出适合社会需要与市场需求的动漫品牌,实现动漫价值增值。 This article uses the epistemology and methodology of evolutionary economics to get into the animation industry network to explore the generation of animation brands. The research found that: the animation brand creative practice is the root of the animation brand; in the complex industry system, the animation brand creative formula demonstrates the formation of the animation brand generation mechanism through the two-way circular chain of up and down; the animation enterprise and other related stakeholders The formation of interactive animation brand practice is the best way to generate animation brand. At the same time of excavating creative ideas, animation enterprises should strengthen their contact with relevant stakeholders to form interactive information, possessing the advantages of weather, geography and people, and create an animation brand that suits the needs of the society and the market demand so as to realize the value-added animation value.