The Optimization Of Chinese Animation Industry Chain

With the development of internet and digital techniques, animation industry is forming an enormous industry, integrating film, TV, publishing, audio and video content, computer games, telecommunication and derivative products. The volume of China's animation industry is very broad and large, but there exist some problems. The main problems are:1. Breakdown of animation industry leads to unprofitablity of China's animation firms.2. China's animation market position is wrong, most of Chinese cartoons simply did moral preaching to children.3. The stories of Chinese animation simply copy the ancient history and myths, or imitate the styles of US and Japanese animations.This paper first introduces characters of US, Japanese and South Korean animation industries, initiatively integrates the animation industry by industrial chain, constructs the animation industry chain, which includes market analysis, basic creative ideas, resource integration, technical development, marketing, and derivative development, and each has several key factors, providing theoritical accordance to improve and optimize Chinese animation industry chain. Then the paper set up two questionaires targeted to students in college, middle school, and animators. The student's questionaire aims to examine the status quo of Chinese animation, and the animator's questionaire aims to examine the key factors of animation industry chain, through which the paper shows an optimal animation chain. At last the paper analyzed and compared 3 recent different models of animation industry, points out Chinese future models of animation industry. There are 5 parts in the paper:The first part is the introduction of research literature summaries at home and abroad, and the meaning, purpose and plan of the research.The second part is the summary of research literatures, introduces the charaters of US, Japanese and South Korean animation industry, summarizes the history of Chinese animation industry, and points out the problems in it.The third part is the construction of animation industry chain, market analysis, basic creative ideas, resource integration, technical development, marketing, and derivative development, and each part has several key factors.The fourth part is examination of key factors, and constructs an optimal animation chain.The fifth part is the discussion of China's future model of animation industry chain, based on the examination of key factors and theory of animation industry chain.