Animation Business International Competitive Strategy

The animation works of China once has obtained magnificent result,many animation works such as "Greatly Noisy Heavenly Palace", "Ne zha Noisy Sea", "Snow Child", "Nine Color Deer", "Shepherd's flute", "Deer Bell", "Small Tadpole Looks for Mother" are the eternal classics in the animation history of China, they all have the national style from the content to the form, and has manifested the Chinese animation manufacture level and aroused the world widespread interest.Because of being in the planned economy pattern for a long time, the Chinese animation is appreciated,watched and acclaimed by people just as a kind of film and television art, and has not been risen to the industrial altitude, gradually, it falls behind other countries, and our country's animation industry market has been seized by the powerful nations, such as America, Japan although we ourselves has strong potential. The American and Japanese animations are far beyond our Chinese ones for many aspects, as for manufacture level, content image and theme connotation and so on. Thus it attracts multitudinous audience's interest, and many people enjoy the correlation derivation products. Lately, our products have been more and more, but in aspects as selected topic creativity, vivid modeling, story content, technical method all have certain disparity. Content idea obsolete, manufacture rough, technique sole, weak rigid theorizing, although has the national policy protection, it is still difficult to move the audience. Except a few good works, such as "Ne zha Legend", "Naughty Blue Cat 3000 questions" from China, many other attracted animations are from America and Japan.As this condition going on, it expedited a huge opportunity for the Chinese animation industry development. The society has already accepted the animation industry, the industrial production concept is clear gradually, and the government has promulgated the encouragement policy, so the Chinese animation industry market is expanding rapidly. We should hold the opportunity, look for the accurate breakthrough point, and make the national animation image and the brand with all the strength, to create the global first-class animation enterprise.Now, the domestic discussion is concentrate on the problems which animation industry faces, as well as how to solve these problems. The research is still blank as how to maintain the sustainable development and hold the core competitive power for the domestic animation enterprises under the globalization background. This paper is on the purpose of through analyzing the global animation industry's development vein and studying the market mainstream animation work, to propose the competitive strategy for the domestic animation enterprise, describe the concrete implementation and the implementation steps, and propose the key links and method, it has the feasibility.