The Research On The Development Path Of The Animationindustry With Chinese Characterisrics

As the core industry of21st century knowledge economy, with presentation of cartoon animation,online games, mobile games, multimedia products, animation industry is an unpredictable force ineconomic development. In the new century, cultural industry is becoming increasingly important in theprocess of economic globalization, as a rising star, the animation industry is very important in cultureindustry. Chinese animation industry started late and went through a rough road to develop. The earlyChinese animation film, like Havoc In Studio (1926edition) and Iron Fan Princess (1941edition) in the20century almost approached the world leading level. But in1980s, Chinese animation went into a wrong way,became processing plants of foreign animation enterprises, and lost self consciousness and the ability ofinnovation. Animation market is also once occupied by foreign animation products. As a modern and globalanimation industry, it has billions of audience and derivatives of consumers. The development of animationindustry in countries such as America, Japan, South Korea momentum aggressive, has become the carrierfor its cultural entertainment products output and communication concept. However, China’s animationindustry is still in its primary stage. Although the production of has exceeded250000minutes, the staff ofChinese animation industry is more than200000, but for a long time, Japanese, South Korean Europeanand American animation has occupied Chinese films and TV programs, books and toys. Due to theincreasingly prosperous animation market, domestic also raised a hot wave of a cartoon, cartoon works fora large quantity of Europe and the United States, Japan and the occupation of the Chinese animation market.The development of Chinese animation is lagging behind. The reason is the ignorance of creativity which isthe key to success.Entering the21century, Animation industry in China has been a road consists of start-brilliant-trough bumpy. But now Chinese animation industry has found a new starting point, and has begun to gropefor the new road to develop. Animation industry has the most potential to develop of the emerging industryin China, and it is also appointed as a key cultural industry by Chinese government. Now it is becoming theimperative of economic growth, China’s animation industry has made some achievements, but still lagsbehind developed countries. there are many serious problems that exist in cartoon works and the creation ofimages and industry operation. Therefore, to discuss the developing way of Chinese animation industry is particularly important and necessary.This thesis clears up, summarizes and analyzes some problems of the animation industry withchinese characteristics through disentangling some prominent problems such as the situation of foreignanimation industry development, the general situation of Chinese animation industry development, thegeneral situation of several large animation bases. It combines cases of Chinese and foreign animationworks and analyzes some prominent problems like the confusion of market positioning and operationpattern, the unbalance of industrial chain and earning ratio and the lack of professional talents andmarketing strategy in Chinese animation industry. And then it puts forward the development path of theanimation industry with Chinese characteristics which uses marketing as the strategy, uses thepolicy-related financing as the support, uses the innovative talents as the power and uses the nationalculture as the core.