Study On The Development Models Of Comic & Animation Magazines In China

In the early 21st century, our government has increased the efforts to support the animation industry, and has issued a series of relevant documents to make a comprehensive and specific strategic plan for the development of animation industry, came out relevant policies to support and protect the domestic animation, encouraged various economic sectors to participate in the development and management of animation industry, the cultivation of animation market, constructed the broadcast system of domestic, implemented preferential taxation policies, and increased the financial investment of cultural business and so on. Although the state has given a great deal of attention and generous support policies, China's animation industry which, after 10 years' of revitalization, still develop slowly. The creation of animation art and the operation of industrialization are still lagging behind, lacking of effective management system and market operation mechanism, which did not form the effective animation industry chain, so the efficiency is low. Although many people have realized that the animation industry, as an innovative industry can bring considerable economic benefits, but how to develop the animation industry which is suitable for China's situation is still plaguing many animation practitioners. Mature industry must have a complete and fluent industry value chain, and the chain mode of animation industry basically includes such a series of chain links:print media (newspapers/magazines)-Book Publishing-TV works-films-derivatives. From the efforts and practice in recent years, we can see that many investors did not clarify the industry chain of animation, and put more effort on the production of the animation but neglect the comics; this behavior is tantamount to putting the cart before the horse.After years of development, China's animation journal shares little in the magazine market but plays an unique position, and has a relatively stable market in the young children's book due to its own characteristics. It will play a pivotal role in China's animation industry as the effect of cornerstone. However, there are many problems existing in the development model of our animation, such as the competition but the phenomenon of same qualities, lack of originality, poor species, and small circulation; the features of journal is not obvious, and not form a good brand strategy. In the face of those problems of how to further develop the animation magazine market; how to improve the degree of market segmentation to improve the overall circulation; how to get rid of the single development model of animation journals to improve the maturity of animation; and how to put it into the participation of the production of industry chains, it has a double meaning of theory and reality to make an analysis from the angle of Mass Communication and editing and publishing.From the perspective of cartoon journals at the background of animation industry, this paper first analyzed and summarized the development experience of the journals in those countries where animation development is in advanced levels, followed by case analysis of four different types of animation journal patterns and their respective characteristics and development conditions, research on the representative publications of each development model, and conclude the view that the Brand Group model will become the main trend of future animation journals model, and from the perspective of editor and communication, on the bases of the publication theories of journals, this paper proposed related development proposals.