Research On The Business Model Of China’s Animation Enterprise Based On The Technology Trajectory Theory

Recent years,with the proposal of the national policy " export the local culture "and the necessity of adjusting the economy structure, the animation industry draw great attention from the national level. After nearly ten years development, Chinese animation enterprise made good achievement. But there are still many problems in the growing process, and the key to solve those problems is to study the right business model for animation enterprises from the management angle.This thesis studies the business model theory for animation industry through analyzing the change of animation enterprise business model during the whole development history of animation technology and tries to give some suggestions for the Chinese animation industry development. The content of this thesis are as following four points.(1) Study the technology channels of animation industry. Through the research of technology channels and the characteristics of animation technology, this thesis studies the technology channels of animation industry from the making technology and communication technology. The animation making technology is from traditional technologies to computer technologies. The development of animation making technology reduces the making cost, enhance the produce rate and enrich the animation’s manifestation. The communication technology continuous to upgrading, the communication of animation is from the movies, TV to Internet and Mobile Internet, those new communication technologies make the animation reach to the customers in a growing distance, and the development of animation making technology and animation communication technology show the features of time alternation and mutual influence.(2) Construct the business model theory model for animation enterprise. Base on the animation industry technology channel theory and the deep influence of animation technology on business model. This thesis divide the development process of animation industry into three stages, the single window communication stage, double window communication stage, the multiple window communication stage. In different stages of the development, the case analysis is used to study the operating model of animation enterprise in broadcasting market and the derivatives market. Through the research of the animation industry’s development law, the business model theory of animation industry is proposed.(3)Analyze the current situation of China animation industry and put forward several suggestions for the development of china animation enterprise. This thesis use the three dimension evaluation model for animation enterprise to evaluate the business model enterprise of traditional communication window, new media communication model and multiple communication model:SanChen, ShenJie, AoFei. Through analysis, the "AoFei model" that using multiple windows communication has the best performance, and is the future of other animation industries. Based on the research of animation enterprise business model, point out we should learn the multiple windows communication method in today’s technology background.This thesis firstly study the technology channels of animation industry, then follow the clue of animation technology developing, by using qualitative analysis and quantities analysis, explore the developing law of animation business model in the technology progress, propose the business model theory for animation enterprise. Lastly, we analyze the current situation of china animation industry; give some suggestion for the future development of China animation enterprises.