Research On The Operation Strategy Of Japanese Animation Publishing Industry Based On "Weekly Shonen Jump" And Its Enlightenment To China

Weekly Shonen Jump,as the most representative publication in the Japanese animation presses,has witnessed the development and growth of the industry.Nowadays,Japanese animation publications still dominate the international market,and Weekly Shonen Jump is the best-selling manga magazine,although traditional print publications are declining because of the severe impact of new media technology.From the perspective of publishing,this paper explores and analyzes the operation strategies of Weekly Shonen Jump and explains the keys to its success.The three main themes of the Weekly Shonen Jump are:righteous ardors,sentiments and laughs;The three elements include friendship,hard work and victory.The writers,combining east with west traditional cultures,create various anime characters and a series of excellent animation works by taking advantage of imagination and unique skills.Animation presses,based on manga and cartoon,is a cultural innovation industry.In the whole industry chain,animation publishing,as the starting point,is the engine of the whole industry,driving the operation and development of the whole chain.Up to now,Japan has been the most mature country in the world for the operation of the entire animation publishing industry.Therefore,China,which is relatively backward in the development of animation publications,needs to learn from Japan.This article attempts to deeply investigate and carefully analyze the operation strategies of the Japanese animation presses,in order to optimize the existing operation strategies in Chinese animation industry by revealing the shortcomings in Chinese animation publishing industry and putting forward constructive suggestions,as well as effective strategies.The paper also aims to improve the ability of domestic presses,expand the influence of Chinese animation,and promote the future sustainable development.The author elaborates on the current operation status of Japanese animation publishing industry,and describes its development from two aspects of value status and structure size.Based on Weekly Shonen Jump,the writer analyze the content editing strategies from including combination of eastern and western cultures,themes and elements,and talents and teams.Meanwhile,operation strategies are also analyzed according to 6 factors,including details in publishing approaches,various marketing methods,transformation to digital press,increasing audience,emphasis on IP building,and supports from national policies.As for inspirations from operation of Japanese animation presses,three serve aspects,including a lack of innovation,uneven editing levels and plagiarism,existing in Chinese animation presses are illustrated.Finally,in accordance with five aspects,the author discusses the development direction of Chinese animation presses.The five aspects include build excellent animation brands with Chinese characteristics,develop mature animation chain,expand animation markets,increase national supports,and perfect animation copyrights.As a result,the author concludes the vital experience and inspirations for domestic anime presses through researching the operation strategies of Japanese animation presses.