After entering into the 21st century, China’s animation and cartoon industry has made a breakthrough development and the products of Chinese animation, TV dramas and films have gradually made achievements in international market development, in the international competition, however, there are problems in Chinese products of animation, TV dramas and films such as insufficient original creative stories, inadequate cartoon expression, less cartoon stars, lower differentiated degrees, cultural discount and so on. According to the current problems, from the perspective of Kotler’s marketing theory, based on customeroriented policy, China should explore international marketing strategy for the products of animation, TV dramas and films to develop the quality products of animation, TV dramas and films by ample contents of animation, by the globallevel cartoon expression capacity, by the differentiated position of Chinese national cultural elements and by continuously raising international adaptation, which is helpful to enhance the international audience’s customerperceived value, promote the internationalization of China’s animation films and TV dramas and spread Chinese culture.