A Research On The Development And Business Operation Of China’s Comics And Animation Publishing

China’s Comics and Animation Industry, powered by government policies and booming markets, now boasts increasing market shares, growing business values and rapid industrial development. Comics and animation publishing, as an indispensable part of the industry, is the pillar of the entire industry.The success of China’s Comics and Animation Publishing ought to be summarized in an effort to improve the maturity and competitive edge of the entire publishing industry and create more social values with new technologies. Therefore, this paper studies the issue from communication and publishing angles and carries both theoretical and practical meanings for the publishing of Comics and Animation. According to China’s twelfth "Five Year Plan", a number of lucrative and popular Comics and Animation should be produced in order to combine the creation, publishing and distribution of Comics and Animation in a way that is scaled, efficient and professional.This paper, on the basis of file analysis and comparison, studies the development and business operation of China’s comics and animation publishing. By stating the merits and flaws during different stages of the industry, it analyzes the content, mode and business chain of comics and animation publishing, and offers a practical solution for the future of China’s comics and animation publishing.First, the paper studies the development of China’s comics and animation publishing. Its history can be roughly divided into four stages, dating back to its origin of picture stories to the modern comics and animation industry, which is going through industrialization and digitalization supported by government policies.Then, it analyzes the status quo of China’s animation and comics industry. It starts with the main source of content of the industry and major operation modes of publishing companies, then summaries the achievements in terms of scale and content, and analyzes problems in talent development, copyright protection, incompatibility between comics and animation and poor reader orientation.Then it studies the business modes of overseas comics and animation publishers. From studying the capital-based US mode, to the competitive Japanese mode, from diversified European mode to the government-supported South Korean mode, it calls for a sealed industrial loop with Chinese features.Finally, the author suggests, from her own experience and the status quo of the industry, detailed solutions that includes:combination of creativity and technology; better talent plan; improved CR protection awareness; more policy support on copyright; grading system for comics publication and a comprehensive development plan oriented to audience of all ages. The author also discusses the issue of digitalized publishing, and suggests to build a sealed loop including production, integration, operation, sales and service, as well as business plans for e-books, paperback books and copyright valued-added services in an effort to become a comprehensive content operator.