Analysis On The Development Of Japanese Animation Industry

Animation Industry is a kind of industry centered by originality and expressed in the forms like cartoon and animation with the development of network and digital technology. It includes cartoon books, newspapers, movies, television, audio-visual products, the living theatre and new animation products based on modern methods of information communication, and development, production, publication, show and performance and sale of animation products, along with the manufacturing and operation of derivatives related to cotton images, such as clothing, toys, electronic games, and so on. Animation actually is also a kind of culture, but animation industry also belongs to economic scope. Essentially speaking, animation industry is also a part of innovative industry with great potential. Moreover, it is known as the "he core industry of knowledge-based economy in the 21st century".The animation industry in Japan developed rapidly after the world war and gained great success, playing a very important role in the national economy. Animation industry has been the second largest pillar industry of the national economy in Japan, occupying 60% of the world market in animation industry and 70% of the Asian market. Through the process of "comic book - animation - derivative products - consumer", animation industry then gains large profit. Speaking form the perspective of industrial chain, the process of"production of animation—show of cartoon film—development of derivative products—re-production"form a complete industrial chain, which also brings huge economic profit to animation industry in Japan. Moreover, the increment (release and show) and second increment (derivatives) are closely related, the rings of the chain is tightly connecting with each other.The key for the success of animation industry in Japan is the great support given by Japanese government and the interaction of animation industrial chain. In our country, the animation industry is still in an initial period. Therefore, to learn from and refer to the experience of advanced animation industry in Japan will of great significance for the development of animation industry in our country.In this paper, firstly it defined the concept of animation industry, and briefly summarized the features and functions of animation industry. The relevant theories were also reviewed at the same time. Based on reviewing the development of animation industry in Japan, it attached great importance to analyze the policy support of animation industry in Japan and the features of animation industrial china. In combination with the reality in our country, it finally proposed some suggestions for the development of animation industry in our country.This paper consists of 5 parts.In Part one, the general introduction about animation industry was given, including defining the concept of animation industry, summarizing the features and functions of animation industry and reviewing relevant theories. The features of animation industry is mainly showed as below: 1. high fixed cost, low conversion cost and high risk; 2. high investment return and high profit; 3. close relation within in the industry and fast speed in growing; 4. internationalized process of production and intensive project; 5. gathering expert designers and talent with many originalities. As animation industry is also a kind of new industry, it possesses short history and the corresponding theories are not formed completely. Animation industry is also a major component of innovative industry, which is actually similar to innovative industry. Therefore, to learn more about the source of theories on innovative industry will help to understand animation industry better.In Part two, it reviewed the development process if animation industry in Japan. The cartoon in Japan actually is the source of animation industry, the development of animation industry in Japan exceeds all the other countries in the world, being a truly large producer of animation. Therefore, in this paper, the author regarded the animation industry in Japan as the starting point, dividing its development history into 5 stages: initial stage, golden developing stage, transition stage, prosperous stage and innovative stage.In Part three, the policy supports given by Japanese government are analyzed. The huge market return and profit of animation industry in Japan is closely related to the policy supports given by Japanese government. First of all, Japanese government positioned animation industry rightly and regarded it as a new economic growth point in addition to automobile cars and electronic products. Moreover, by industrializing culture, it is expected to realize the transfer of economic structure, shifting to soft strength from hard strength. Therefore, all the parties on duty always take the development of animation industry as a basic state policy. Besides, relevant research institutions are responsible for collecting the information and data on animation industry to seek for a path suitable for its development in combination with national state. Such research institutions will also verify the decisions made by the government or the industry, providing scientific and systematic opinions for reference. Finally, the government tries to build a sound environment to ensure fast and good development of animation industry by constituting various incentive polices, providing fund for animation enterprises, and encouraging export of animation products, and reinforcing cultivation of talent, In Part four, the animation industrial chain in Japan was analyzed. Animation industry in Japan was oriented by market demand, pursuing for maximum profit through the process of"comic book - animation - derivative products– consumer"and forming a complete industrial chain like"production of animation—show of cartoon film—development of derivative products—re-production". All these are the key factors for the success of animation industry in Japan. The construction of animation industrial chain in Japan can be divided into 4 stages: in the first stage, the original cartoon work is published on the magazines, the publication house carries a market survey toward the customers of magazines and make statistics to find the most popular works; in the second stage, the selected excellent cartoon work will be published again as comic book; in the third stage, based on the survey result of the previous two stage, select the truly popular work; and contact with the enterprises of animation production to produce animation based on the comic book, in the forth stage, if the work was widely accepted, at the same time when producing animation, the enterprises will also begin to produce derivative products covering all circles of daily life like toys. The process of showing the animation actually is also a process to popularize the derivatives of animation among the audiences, which will promote the sale of derivatives. Such characteristic animation industrial chain and the policy support from Japanese government drives its animation industry to obtain huge profit. Consequently, Japan becomes the largest country in terms of animation production and export.In Part five, the actuality of animation industry in our country was analyzed. In combination with the national state in China, by using management theory of SWOT model analysis, the interior conditions (advantages and disadvantages) and exterior environment (opportunities and challenges) of animation industry in our country are analyzed. Moreover, by referring to the successful experience animation industry in Japan, corresponding countermeasures are proposed for animation industry development in China from perspectives of government, enterprise and individual.