Research On And Deep Comparison Of Animation Toy At Home And Aboard

With the flourish development of China’s animation industry, animation toy is regarded as to be the only a magic weapon that a large animation or toy company is setup on basis of the cost advantage in toy processing. Many years passed, though, brand really formed beneficial interaction between animation and toy in domestic market is numbered. The main reason, the most of space in domestic toy market is occupied by foreign brands labeled "Made in China", is unclear profit model, insufficient promotion and advertisement, incomplete production factors and nascent industrial environment, which has also reduced the development bottleneck of domestic animation toy market. Given that, refining the essence of the profit model of successful animation toy brand at home and aboard and enhancing its competitiveness is the goal in this thesis.The research contents of this thesis are divided into two major parts. One is that animation toy is systematically analyzed and studied, in which the following are clarified: concept of animation toy, its advantages and characteristics distinguished from traditional ones, and classification of mainstream animation toys, that the developing model and the logical relation between animation and toy at home and aboard is described, that the developing meaning and value of animation toy are explored, and that the current situation of its band, its development and its research at home and aboard is analyzed and summarized. The other is that a deep comparison about profit model, advertisement and promotion on affecting market competitiveness, production factors and industrial environment between domestic animation toy and that of the foreign is made. During the process of comparison, the common factors and the characteristics of success and failing existed in typical cases are summarized, and fatal weakness and deficiency in the development of domestic animation toy are explored, and a strategy of enhancing market competitiveness of China’s animation toy brand and improving their profitability is proposed in the light of overseas successful experience and the special fact of domestic animation toy.In summary, it claims that the joint efforts should be made both enterprise innovation and government reform to develop animation toy industry, namely avoiding risk and localization creativeness, optimizing resource location, perfecting financing system, optimizing the talent structure, drawing the consumptive requirement and improving structure reform.