The Study On The Developing Strategies Of The Animation Industry In Liaoning Province

With the increasing amount of global culture exchanges, cultural, and creative industry, as a new rising industry mode, has been developing dramatically. Animation industry, as the most creative and valuable branch of it, starts its development trend in these years. More importantly, the digital content and animation industry had been listed as one of the nine highlighted cultural industry which China intend to strive to develop from the Culture Development Scheme in the Eleventh Five-Year Plan Period on September 13,2008 in which demands that "develop the national animation industry at an accelerated pace, increase the amount and improve the quality of domestic-made animation product substantially". It is not only a sign of showing how much attention has been paid to the development of animation industry from the country, but also a compass of directing the development path of the animation industry of the country. There are two national animation industrial bases in Liaoning Province. Since the year of 2004, the whole province has been keen on the development of animation industry where successfully transit from beginning period to developing period. However, so many questions had exposed in the developing period, such as insufficient administrative power, fragmental industry chain, low brand development level and brain drain, etc. These phenomena show that the Government of Liaoning Province didn't overall grasp the provincial development of animation industry and discover the hidden problems timely at the beginning of the establishment period of this industry, meanwhile, failed to devote adequate attention to the actual operating process. Those drawbacks create deviation on the input and output of Liaoning animation industry, seriously hindered the developing process which made Liaoning to be far behind with other similar regions of China.Based on the background described above, this thesis, at the first time, put all fragmental elements of cities animation industrialization in Liaoning together in order to study the Liaoning provincial animation industry as a whole, through comparison with foreign countries and domestic regions with developed animation industry, such as, United States, Japan, Korean, Shanghai and Beijing, on the bases of fully understanding for the humanistic environment and industry characteristic of Liaoning Province, strives to find proper strategies and modes for the animation industry development in Liaoning Province. The thesis is divided into five parts. Chapter one is exordium from where compares the animation industry mode among United States, Japan and Korean, simply makes a brief statement on the macro environment of domestic animation environment, illustrates the historical backgrounds and the development advantages of animation industry in Liaoning Province and lays the theoretical basis for the following content; chapter two analyses intensively on the current animation development status in Liaoning Province, exhibits the animation industry competitive power distribution in the four typical cities Shenyang, Dalian, Fuxin and Dandong in Liaoning Province and makes introductions in category for the functions of each city; chapter three digs out the problems emerged from the'animation industry developing process in Liaoning Province from four aspects-original works, industry chain, orientation of audiences and government policies and analyses the causes of these problems; chapter four is established on the basis of chapter three, makes solutions to the already found problems, such as strengthen the power of originality, improve the industry chain, clarify the orientation of audiences and further enhance the power of government regulations, through these four ways to embody new modes which are qualify the needs of persistent development for animation industry in Liaoning Province. The last chapter is a conclusion and summary to the thesis. The theme of this thesis is to give proper and valuable references and supports to the future animation development in Liaoning Province from the media operation and administration angle through the practical use of communication theory.