Research On Local Government Animation Industry Policy From The Perspective Of Policy Tools

The animation industry refers to the development of direct animation products,such as creativity,with animation and manga as the form of expression,including animation books,newspapers,movies,television,audiovisual products,stage dramas and new varieties of animation based on modern information and communication technology.From the global perspective,the production,publishing,broadcasting,performance,and sales,as well as the production and management of clothing,toys,video games and other derivative products related to anime characters.With the continuous growth of global wealth,people's spiritual needs gradually increase.Diversified and personalized,the animation industry has become one of the industries with the most potential for development.In the 21 st century,competition and competition among nations are manifested not only in the hard power of politics,economy,and the military,but also in the soft power of culture.The animation industry is the most representative and lively part of the cultural industry,and it is an important foundation for promoting economic growth and building cultural power.With the continuous deepening of supply-side reforms,fostering new economic momentum has become China's most important historical task.In the development strategy of China's strong cultural province,the animation industry is closely related to the development of other cultural industries and local economic development.At present,more than 20 provinces and cities nationwide strongly support animation as an important industry in economic development.Inspired by South Korea's path of vigorously promoting the development of the cultural industry,the government's implementation of a series of preferential industrial policies is considered to be the key to the rapid development of the cultural industry in developing countries.In 2004,the State Administration of Radio,Film and Television issued "Several Opinions on the Development of China's Film and Animation Industry",and in 2006 the General Office of the State Council triggered "Several Opinions on the Development of China's Animation Industry".These policy documents are still very important in China's animation industry.It not only pointedout the direction for the development of the domestic animation industry,but also created a good policy environment and market environment for the development of the animation industry.Under the guidance of the central government,Beijing,Shanghai,Suzhou,Wuxi,Changzhou,Guangzhou,Shenzhen and other places have gradually introduced many specific preferential policies,they also have successively established animation industry bases and industrial development parks.With the strong support of these local governments,the number of animation companies in various places has been increasing,and the policy has developed rapidly.Since the“Eleventh Five-Year Plan”,with the support of a series of policies to encourage the development of the animation industry,the scale of the animation industry in Hangzhou and other places has continued to expand,the variety of animation products has become more and more abundant,and the development model of the animation industry has also been produced by extensive outsourcing and foundry.It is shifting to attach importance to original products,cultivate national IP,and develop overseas markets.However,China 's animation industry as a whole has a malformed development of resources and policies.The government 's excessive intervention and excessive protection of the animation industry have weakened the ability of the animation industry to rely on endogenous forces in the market,resulting in a situation where the quantity and quality of the animation industry are blind.This makes the anime industry's internal industrial chain imperfect,and it is difficult to survive without a policy umbrella.With the development of the Internet economy,the development mode of the animation industry has been quietly changed by the technological environment.The need for high-end talents and high-quality projects in the animation industry is even more urgent.How to break the policy tendency mainly based on capital investment and build a more scientific and reasonable industry.The policy system needed for development has become a dual requirement for theoretical development of the academic world and realistic development of the animation industry.In recent years,the policy tool theory has gradually developed into a focus of research in the field of policy science,which is used by scholars to analyze and resolve issues such as policy planning,policy implementation,and policy failure.Thisarticle takes the policy tool theory as the starting point for policy research,focuses on the development of the regional animation industry,and takes Hangzhou 's animation industry policy as the main research object.Based on previous experience,two policy tool analysis frameworks are established.Among policy tools,supply-type policy tools and environmental-type policy tools are used more,while supply-type policy tools have overflow problems,demand-type policy tools are used less and they are not given enough attention;these policy tools are mainly focused on the R & D of animation industry,In the production stage,consumption and investment are relatively small.In terms of policy participants,existing policies ignore the ability of consumers to create value.In addition,these policy tools as a whole lack systematicity and pertinence,and their policy efficiency is relatively low.On this basis,this article recommends that local governments accelerate the transformation of government functions,attach importance to the role of industry associations and intermediaries,further improve infrastructure construction,optimize the structure of capital investment,innovate the animation industry financing system,and increase government procurement to promote animation consumption.Through the above research,this article attempts to make a useful supplement to the development of the animation industry and the formulation and implementation of the animation industry policy system in Hangzhou and other regions.Chapter One is the introduction,which introduces the research background,theoretical value and practical significance of this article.Then it analyzes and defines several important terms of this research,defines the core and extension of the research object,and summarizes the results at home and abroad.Research results on policy instrument theory and animation industry policy.On this basis,the research direction,research logic and research focus,difficulties and innovations of this paper are determined.The second chapter first introduces the development of China 's animation industry,the current situation of China 's animation industry,and the general situation of China 's animation industry policy at the central government level.Then it analyzes the regional distribution of China 's animation industry,focusing on Beijing,Shanghai,Guangzhou,and Shenzhen.The situation of the animation industry in a typical region,and a summary analysis of the animation industry policy of each local government.Finally,the key research object of this paper is the developmenthistory,current situation and future direction of Hangzhou's animation industry.The third chapter is mainly divided into three parts.One is to show the construction process of the analysis dimensions of policy tools in this article,and the other is to perform statistical analysis on the coded policy texts.Thirdly,according to the measurement results of the second part,the problems of overflow,lack,and conflict in the policy system of the animation industry are confirmed.The fourth chapter is mainly based on the research conclusions of Chapter Three,which combined with the development status and future development direction of the animation industry in China and Hangzhou in Chapter Two.From the perspective of three policy tools,this article presents the optimization suggestions regarding the policy of Hangzhou animation industry.The last part summarizes the process and conclusions,and reflects on the shortcomings,providing ideas for further research in the future.