Analysis Of The Existing Problems And Strategies Of China’s Animation Journals

The Animation Industry is known as the sunrise industry in twenty-first Century as themost development potential. The Animation Industry of China started from the nineteenfiftiesand sixties, the ink animation reached a very high level in the period. But unfortunately, thedomestic market didnot give enough attention to the new industry field, leading to the level ofour Animation Industry fall behind the other countries little by little. After entering the21stcentury, the state promulgated a series of preferential policies in order to promote the nationalto catch up them, then our national Animation Industry flourished again and develop repidly.In2000the production of cartoon was only4000minutes, and reached more than26millionminutes, and24domestic animation movies in2011,Chinese Animation Industry had entereda golden age of rapid development. However, in the global market, The proportion of ChineseAnimation Industry in cultural industry was still low, and animation production still hadheavy disparity compared with USA and Japan. Chinese animation output value was about120billion dollars in2012, less than a third of Disney. Facing the enormous businessopportunities, government the animation practitioners were troubled by the question that howto open up a broader market. Through observing and analyzing the Animation Industry ofother foreign powerful cartoon countries, we can conclude the mature industy chain startsfrom the comics works serialized in the Animation Journals. If these works recieve hugelypopular, then they will be collected by books and published. The third step is licensing thecopyright to different industries to make into different kinds of derivatives such as movies andgames. From the chain, we can find the Animation Journal serves as the foundation at thebottom of the pyramid, playing an important basic role. Through the serial and the readers’feedback, the Animation Journals can perceive market reaction and provide the succeeddecision judgement. Therefore, in order to achieve the Animation Industry boom, we must laya solid foundation of the Animation Journals.After going through the falling of some original Animation Journals such as “BeijingCartoon”,“Youth Comics” and “Cartoon King”, which were popular for a time, then “Comicguests”,“Comic Fans” and “Sexy cartoon” and many outstanding journals emergedwith many years’ exploration and creation. But facing so complex competitive environment,how can our Animation Journals build competitive advantage to gain a foothold? The questionis the topic in the thesis. Through the analysis of the market status, point out the existingproblems and reasons of the macroscopic environment，market circumstances and China’sAnimation Journals’ management itself. Finally puts forward the strategies from improvingthe macroscopic environment and branding that include in content, profit model, sales channel,promotion, copyright and the others competition strategy to benefit the prosperit of domesticAnimation Journals’ market.