The Research Of Chinese Animation Derivatives Development

Animation industry is a huge industrial chain,which is composed by five components, generally including animation pre-market research and planning, animation production, animation sales, animation broadcasting, animation derivatives marketing etc . Animation derivatives which are the terminal of the animation industry get the most profit of golden link. Animation derivatives related to the multi-species, the wide ranges and the long life. The development of animation derivatives are the most important step to the animation industry. It is better to promote the Chinese economic development, establish the cultural industry, improve and expand the animation industry.From early time of Chinese characteristics original painting Chinese domestic animation got the initiative and superiority, become the world of animation's one of the best. With Japan, the United State's animation enter into Chinese market, novelty figures, exaggerated the performance practices, coupled with the popularity of television, Chinese animation market is strongly hutted by foreign animation, Chinese animation industry can not develop.Now under the government's policy, the number of Chinese original animation companies is become more and more, but the real successful and the develop derivative products one is rare, many outstanding cartoons are difficult to develop into derivative products, developed derivative products also do not have the market, even if they access to the market is also against piracy. One of the more successful company is produced by sanchen company "the three naughty 3,000 questions Lanmao asked", Lan Mao, the image of naughty children get the favor of younger age kids, but the spending power of the adult market, has been seized firmly by foreign animation and derivatives. In this paper, a lot of information on foreign cartoons and animation derivatives case are referenced and studied, in order to summing up successful experiences, excellent models, the methods which are worth learned. By analyzing the reasons for the weakness of the Chinese animation derivatives market, it can be found the Chinese animation derivatives market's development potential. According to analyzes the various aspects, such as the national policy, animation industry chain, marketing, new media environment, development model, pointed out the direction of the development of animation derivatives.