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Research on Tianjin Animation Company Developing Strategies from the Cluster Aspect

Author: LiuZhenShi
Tutor: FanZhiGuo
School: Tianjin University of Technology
Course: Business management
Keywords: cultural creative industry animation business cluster development competitiveness
CLC: F719
Type: Master's thesis
Year: 2011
Downloads: 152
Quote: 1
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Abstract


Under the background of globalization and industrial structure adjustment of the nation, the position of the culture innovation industry is even higher in the economy development process. In recent years, the scholars are paying more and more attention to this industry.From the worldwide prospects, with the development of economy, higher request is raised for the energy demands. The endless demands for the economy and environment being destroyed require each country to find a low carbon and sustainable developing model so as to deal with the economy problems faced by each country.Since the end of the last century, culture innovation industry has caused many countries’ attention and it is being developed to be the key industry of their economy development. In the culture industry strengthen planning issued by Chinese government in October 2007, the key culture industry should be developed. The culture innovation, film making, publication, advertising, culture display and animation are the key industries. The industry policy system should be better improved and the cross style development should be realized. Therefore, developing culture innovation industry has been an important part of adjusting Chinese industry structure. This paper made large amount of literature review and made research on the animation industry from the aspects of culture industry development. After the definition of the animation and relation between animation and culture innovation, the thesis made research on the developing conditions in and abroad from the aspects of the cluster development. Meanwhile, the developing models in and abroad are compared with each other. The developing models in china are concluded and the problems identified in this process are analyzed. So as to make this thesis more directive, SWOT analysis method is also applied in this paper, from the aspects of cluster theory, this thesis analyzed the advantages and disadvantages of the animation companies in Tianjin and the opportunities and threats of animation industries in Tianjin. This thesis not only holds the thoughts of animation industry development from macro aspects, but also made makes arguments on the issues of the animation industries from the macro industry environment aspects. The developing tacks are also proposed. This thesis tries to make certain evaluation from the aspect of cluster theory, based on the culture industry competition evaluation index and try to establish an evaluation model for the animation companies’competition.Finally, this thesis proposed developing tacks toward the development of the animation companies in Tianjin from the macro and micro aspects. Suggestions are given from the view of industry cooperation, policy making, leading the cluster development, resource platform establishment and so on. in micro level, the innovation concept should be raised, the intellectual right should be protected, the innovation talents should be cultivated, other relevant products should be developed and new brand should be constructed. The purpose is to raise the self competition and promote the companies to compete in an international level in the cluster developing process.Conclusively, with the adjustment of the Chinese industry policy and the enhancement of the developing the third industry policy, it means a lot to make research on the development of animation industry from the view of developing Chinese economy, raise the company competitiveness and solve the job hunting problems.

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