Research On Business Model Of China’s Cartoon Industry

With the development of economy and society, and the increase in people’s needs to culture, as one of the emerging cultural and creative industries in the21st century, animation industry is becoming a significant industry which can drive GDP growth and rich people’s spiritual life. As green industry of no pollution, low energy consumption, cartoon industry fully conforms to adjust the industrial structure, transfer the mode of economic development. However, compared with the developed countries, China’s animation industry still have many problems, such as weak originality, low yield of cartoon, industrial chain displacement, and so on. And, with foreign cartoons impacting the local market, domestic cartoon industry is facing enormous challenges.It is important to construct the animation industry business model which fit with China’s actual conditions. The paper constructs four business models based on the analysis of the industrial chain. Research direction basically has the following three points:First, the paper tries to discuss the animation industry business model elements from cartoon industry chain; Second, with "pleasant goat and grey wolf" for a case, analyzes its successful experience; Third, from the problems of China’s cartoon industry chain, and the advanced experience of foreign cartoon industry, this paper discusses the in our country the business models of China’s animation industry, and attempt to propose the corresponding policy.