Research On The Development Strategy Of China Animation Industry

The State Council issued the "Cultural Industry Promotion Plan" in July 2009, and emphasize plan to accelerate the development of digital content, animation and other new media industry, thus animation industry is facing new opportunities and challenges.There has been nearly a hundred years since the generation and development of Chinese animation industry.From the early cartoon film in Chinese ink and water colors to animation series to current popular Pleasant Sheep & Grey Wolf, Balala the Fairies, Chinese animation industry experienced a splendid course through three transform and development.However, with the development of globalization, seventy percent of animation industry market has been taken by Japan, Korea, Europe and American, which clearly reveal our weakness in animation industry. Meanwhile, there are many problems in the domestic animation industry, such as the shortage of qualified personnel and fund, poor awareness of intellectual property protection, sluggishness of self-innovated animation works, etc. The main idea and the innovative part covers greatly on the examination of the crux of the problems in the animation industry by thorough analysis, and the introduction of the solution and methods in the perspective of management, so as to put forward the way of transformation and development of strategic layout in animation industry as a whole.The paper analyze the macro-environment and industrial competition environment of our animation industry by methods of Porter’s five forces analysis, PEST analytical model and the like, so as to find the advantages and disadvantages. The author analyze and summarize the external opportunities and threats, domestic advantages and disadvantages by SWOT to locate every advantage and disadvantages and respective cause, get to the root of the problem of animation industry. According to what analyze above, the author work out the strategic transformation goal and choose the strategy suit for our industrial upgrading, fund raising, governmental policy supporting and talent cultivation selection of animation industry.The author analyze the operative condition, network resource and customer structure of animation industry, and find out the inner advantage, existing problems, current threats and external opportunities, by which the author design and build the strategy of cross-media and cross-region to solve the problem of our animation industry and provide the reference solution for domestic animation industry.This paper holds that our animation industry leads to a bright future through twists road. Except for adoption of favorable policy, talent cultivating strategy, industrial upgrading satisfactory financing platform, the animation industry places more weight on the extension and consolidation in the aspects of cluster development, self-innovated ability, all-around development on industrial chain, and service-oriented industry.