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Constructing Chinese Animation Industry Chain Mode

Author: LiuZuo
Tutor: LuXiaoYan
School: Zhejiang University
Course: Communication
Keywords: Animation Industry Chain Mode Construction Industry Upgrade Basic Rules Main Strategy
CLC: J954
Type: Master's thesis
Year: 2008
Downloads: 919
Quote: 3
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Abstract


From the perspective of industry chain integration, this article made study on the level, link and related areas of animation industry chain. Utilizing industrial economy, communication, and marketing as theory bases, we wish to catch hold of animation industry chain development and operation mode, in order to guide the development of Chinese animation industry practice. Integrating the animation industry chain characters and status quo in Europe, the United States, Japan etc., in order to analyze the advantages and disadvantages; Integrating the animation industry chain characters and status quo in China, in order to analyze what is the absence in Chinese animation industry. Integrating the theory with practice, thereby raised the basic rules and detail Countermeasures to upgrade Chinese animation industry chain.This article tried to make innovation in following aspects: made systematical integration in operation system and effectiveness of Chinese animation industry through an industry chain view. Proposed innovatively three basic rules to Chinese animation industry chain upgrade. Firstly, make image brand, instead of primary products, a core to industry chain upgrade; secondly, relying on mature correlative industries, establish an effective distribution mode of profit; thirdly, establish relevant developing mode according to different period and different conditions, such as low-cost in short term, improve broadcasting platform for medium term and further perfect industry chain operation for a long time. Gradually guide the animation industry out of policy reliance, promote the independent development of Chinese animation industry. Raised nine Countermeasures of animation industry upgrade: promote industry leader, and the media must play an important role; make full use of new media in order to innovate industry chain; take an advantage of low cost, improve the quality of animation product; improve industry policies and self-disciplines; balance industry proportion, especially upstream and downstream of the chain; promote intellectual property protection, strengthen standardized management; establish brand planning system, improve the exploitation of original cartoon image; improve invest-respond system, enhance the rate of return on investment; strengthen international cooperation, broaden developing channel.

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CLC: > Art > Movies, TV Arts > A variety of movies,TV : divided > Cartoon
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