| Sanchen group is one of pioneers in China Animation industry. With the broadcast of 'Lanmaotaoqi3000wen.'in over 1000 TV channels, a high recognition of 'blue cat'as a top animation brand has been established. Upon early 00s', this market was very short of commercial operations.Sanchen well caught this opportunity to immediate take market share and gain handsome profit through its first launching animation related products in the domestic market. This was known as 'an adventure jump' in China animation commercialization and industrialization, its top product' blue cat' also being labeled as the only 'Chinese famous brand'. However, as competition getting intensive, market structure and target consuming group's changing, its original industry chain has been broken and its marketshare went down accordingly.Through analyzing an overall competition environment of animation industry, conclusion was made in first section that Sanchen has been in a disadvantage position internationalwise although it remains certain reputation domestically. In the following part presents in-depth discussions regarding its present difficult situation, which cover the group's industry chain from top to down. Later on, an insight view of this issue as well as some instructions in the development of domestic animation industry are provided by conducting a PEST analysis which considers political, economical, culture and technical environment factors, and comparing with America, Japan, and Korea's experiences. Based on these studies, the final part summarizes a customized developing strategy for Sanchen group: continuelly make use of its advantages on the top of the industry chain, systematicalize produce and boardcast in the middle and develop an industry cluster at it's the bottom to expliot new chains. |
