Research On Incentive Mechanism Of The Animation Industry Intellectual Property From A Perspective Of Value Co-creation

With the development of information technology and the change of the concept of leisure and entertainment, the development of animation industry in the major developed countries is gradually transition from production oriented to consumption oriented, creativity, market and social needs are the main factors that influence the development of animation industry. At the present stage of our country, the market system is not perfect, simply by virtue of market regulation can not meet the needs of the development of animation industry situation, with the policy of "visible hand" reasonable protection, support and guidance of the animation industry, animation innovation commercialization and market plays an irreplaceable role, the prerequisite for the realization of the function of the system, the efficiency evaluation and the continuous improvement of the animation industry policy.Animation industry intellectual property incentive mechanism is the construction of China’s animation industry, there is a large area of optimization space, mainly reflected in the following aspects. In market operation, the overall development strategy of the industry is not clear, corporate intellectual property incentive strategy is not mature, the product and the market is relatively low degree of connectivity. In policy incentives, the current animation industry incentive mechanism of scientific, systematic, continuous obvious lag, has been difficult to adapt to the development of modern animation industry demand; Intellectual property development, the introduction of technology and cooperative research and development, independent innovation is not strong, the lack of high-end talent, intellectual property management capacity is weak. In the research of the academic circles, the research on the intellectual property rights of animation in China mainly from the government policy or from the perspective of creation and management, there is no research on how to mobilize the incentive mechanism of consumer value creation. In view of this, the animation industry how to build "effective and innovative incentive mechanism", how to enter the "high quality original model" of development, how from the "dividend policy" to the "rational policy" until the "market rational" development track are worthy of our consideration of the issue.In the incentive mechanism of the animation industry intellectual property from a perspective of value co-creation, the traditional value creation only animation creator and producer extended to animation consumer participation in value co creation, traditional incentive mechanism only has rights to develop the field excitation extended to technology innovation in the field of incentive, to achieve "high quality original" development mode and "policy rational system" arrangement ideas of China’s animation industry to promote a new path of innovation policy. Based on this, the study of this paper reflects the following characteristics and contribution:Explored and constructed an incentive mechanism. Different from the traditional incentive ideas, actively guide consumers to participate in the value creation perspective, in-depth study of the animation industry intellectual property elements of incentive mechanism and incentive effect of the value creation of the main factors and control factors and operation mode. In the theoretical exposition of the elements of the correlation and its mechanism of action, in the empirical analysis of the incentive mechanism to investigate the implementation of performance.Two research paths are implemented. One is the theoretical path, in the value creating theory, as the threshold, completion of the involving the constitute factors, influencing factors, operation mode and mechanism construction of animation industry, intellectual property right incentive mechanism of the basic principle, the theoretical system of the study. Two is the empirical path, through the consumer demand questionnaire survey on the value of the consumer to create a survey of factors influencing factors. Through the patent analysis on the status quo of China’s animation technology innovation, and the Japanese and American animation enterprise 3D technology research and development trends, market and policy performance are compared and analyzed. Through the quantitative analysis of the policy measures, the current animation industry incentive policy in our country is examined.Focus on three areas. First, the value of the animation consumer incentives under the field, discusses the incentive to participate in the value of animation consumers to create the goal, the main way, and through the empirical investigation of the specific incentives to analyze the factors. Second, animation technology innovation incentive, animation industry every leap development are closely associated with the technology progress, this paper to technological innovation perspective, discusses the incentive effect of patent system on innovation of cartoon, and through the patent analysis of value creating animation industry intellectual property incentive mechanism to carry on the empirical research. Third, incentive mechanism construction field. This paper focuses on the "construction of incentive mechanism", explains the composition factors, influencing factors and operation mode, through the empirical research of China’s current animation industry incentive policy analysis revealed the current system to a single subject incentive for the dominant mode of the outstanding problems, and accordingly the incentive system, incentive methods and basic support mechanism in three aspects of the optimization of the incentive mechanism of China’s animation industry, intellectual property, the expected pattern.Based on the above ideas, this paper is divided into eight chapters to discuss.Chapter 1:Introduction. introduces the background of the topic, the significance of the topic, the domestic and foreign research status, research objectives, main contents, characteristics and innovation, research methods and research ideas.Chapter 2:Basic theory. Combs and analyzes the value creation theory, based on instrumental theory of intellectual property and based on knowledge innovation incentive theory, and the theory in this study for path and legitimacy, for the follow-up work provide theoretical support and theoretical basis.Chapter 3:Animation industry intellectual property incentive mechanism elements under the Value Co-creation. First of all, from the ideal of the incentive object and the actual incentive "point of action" two aspects of the value of the animation industry to create intellectual property rights under the object of analysis. Secondly, through coordination of incentive intensity and incentive goal, incentive target in a fundamental way, and the macroscopic and microcosmic target two dimensions of research, discusses the value creating animation industry intellectual property rights incentive target. Again, from two aspects of the patent system based on animation technology research and development of the copyright system based on animation copyright, the value of the animation industry to create a system of intellectual property rights. Finally, from two aspects of material motivation and spiritual motivation to create the value of the animation industry under the intellectual property rights incentives.Chapter 4:Animation industry intellectual property incentive mechanism influencing factors under the Value Co-creation. From the perspective of animation industry, intellectual property rights value distribution and balance the interests of the of respectively of animation creators, producers and consumers participate in value to create the influencing factors were analyzed, and summarized on the final incentive effect impact excitation control factors.Chapter 5:The operation mode of intellectual property incentive mechanism of the animation industry under the Value Co-creation. First of all, to create value under the animation industry intellectual property basic theory of incentive mechanism to sort out. Secondly, analyzes the main incentive and incentive object and their relationship. Again, analysis of the incentive level and their interaction mechanism. Finally, the study of value creating animation industry overall framework of intellectual property rights incentive mechanism from the aspects of operation mode of operation complexity, operation mechanism, operation mode and operation guarantee mechanism etc.Chapter 6:An empirical study on the incentive mechanism of intellectual property in the animation industry under the Value Co-creation--Based on the perspective of technology innovation. By means of the method of patent analysis, the present situation, characteristics and defects of the technology innovation of Chinese animation industry are studied by means of searching, statistics, mining and analysis. On this basis, the value of the Japan and U.S. create the characteristics of animation industry intellectual property rights incentive mechanism are analyzed, and combined of Japan and U.S. major animation enterprises 3D technology patent application trend and direction of research and development and of the patent layout changes in China analysis and research the Japan and U.S. animation industry 3D technology innovation and incentive mechanism, and provides the beneficial enlightenment to our country.Chapter 7:Construction of intellectual property incentive mechanism in China’s animation industry under the Value Co-creation. The current situation of China’s animation industry policy incentive practice is investigated, and the problem of the intellectual property incentive mechanism of China’s animation industry is pointed out through the type analysis. In view of these problems, from three aspects of incentive system, method, foundation support, this proposed the construction of the intellectual property incentive mechanism under the value of Chinese animation industry.Chapter 8:Conclusion and prospect. The main contents of the paper are summarized, and the prospects for the next step of work are proposed.