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中国动漫产业的战略选择和SWOT分析

时间:2021-09-01 来源:未知 编辑:梦想论文 阅读:
First, the development of China's animation industry overview
 
 
 
In recent years, as the cultural soft power of the animation industry began to be highly valued by the state, the "Twelfth Five Year Plan" will be included in the animation industry focus on cultural industries. In order to promote better and faster development of the animation industry, the state has adopted a series of measures.
 
 
 
Under the Ministry of culture, the Ministry of culture has specialized in the development of the animation industry to carry out specific and specialized management. In addition to the Ministry of culture, the press and Publication Administration of radio, Ministry of education, Ministry of industry and information technology, Ministry of Commerce, Ministry of finance, the State Administration of taxation have the corresponding responsibilities. In addition, some places also built the Animation Association, a lot of colleges and universities to build a school of animation and the creation of a professional animation, animation and related research personnel.
 
 
 
The government has issued a series of policies to support the development of animation industry. In August 2008, the Ministry of Culture issued the on the support the development of animation industry in our country, a number of opinions ", the same year, the Ministry of culture, the Ministry of Finance and the State Administration of Taxation jointly developed the" animation enterprises identified management approach (Trial) ". 2012 may the Ministry of culture released the "Twelfth Five Year Plan" period of cultural reform and development planning ", clearly put forward to develop the animation industry, Yu Tongnian July released the the" Twelfth Five Year Plan "period of national animation industry development plan", from the basic experience and situation, main task and preserving support measures three aspects of the development of the "Twelfth Five Year Plan" period of animation industry layout and planning. In addition, some local government has also introduced a policy to support the development of animation industry, such as the Shanghai of the animation film and television scripts creative projects funded implementation details ", Chongqing" Chongqing City, encourage and support the development of animation industry, the measures for the implementation of the "and so on.
 
 
 
Under the guidance of the government management institutions and related policies to support and encourage, China's animation industry has made rapid development. According to the anime Blue Book: China's animation industry development report (2013), held a press conference to announce the data, until the end of 2012, China's animation industry output value has reached 76 billion yuan, compared to 2011 increased 22. 23%; exports of core animation products. 3 billion yuan, than in 2011 increased long 16. 25%. However, the animation industry in the development process has shown the problem is also worrying, so the government must actively guide the implementation of effective management of the animation industry.
 
 
 
Two, China's animation industry SWOT analysis
 
 
 
SWOT analysis method is brought in to the object's strengths and weaknesses (a) and the external environment opportunities (Oppor-tunities), (threats) threat analysis based on, and establish the strategy of a method. At present, the development of animation industry in China is in the era of opportunities and challenges, we need to understand their own strengths and weaknesses, to make the right response.
 
 
 
Analysis on the advantages and disadvantages of China's animation industry itself
 
 
 
1 S - the advantages of China's animation industry
 
 
 
(1) the basic formation of the development of the animation industry platform
 
 
 
With the development of China's market economy and the adjustment of industrial structure, the government and enterprises are aware of the animation industry has become one of the sunrise industry in twenty-first Century. Under the drive of government support policies, the Yangtze River Delta region, South China, North China, Northeast China, Southwest have formed a number of animation industry cluster zone, Hangzhou hi tech Development Zone Industrial Park animation, Wuxi National Animation industry base, Shenyang high tech Industry District, the animation industry park animation industry base have been established. In addition, with all levels of government in the finance and tax preferential policy, our animation industry is springing up like continue to emerge, many of them as Guangdong original dynamic culture Communication Co., Ltd., Hangzhou Mystery Science and Technology Information Technology Co., Ltd., Shanghai Nantong Sibomai animation companies has certain well knownness and the influence of the industry of animation companies. These animation companies are not only a relatively complete categories, but also the focus of their existence is bound to the development of China's animation industry has brought great hope.
 
 
(2) the animation creation material resources are rich
 
 
 
China not only has a history of thousands of years of civilization, or a multi-ethnic country, ethnic minorities in the production of labor left a wealth of excellent national cultural resources, accumulated a profound cultural heritage of the nation. In the thousands of years of history in the compilation of the history books, the occurrence of anecdotes, the formation of folk art for animation creation provides a wealth of material, is a source of inexhaustible supply of anime theme, such as fairy tales, painting, drama and other arts both for the animation. Early "gourd brothers", "Monkey King", "three monks", "black cat Sheriff", the Avanti's story are drawn from the national culture. The government has begun to realize this problem, advocate enterprise in the animation production when the national culture into the animation.
 
 
 
(3) the animation talent team is huge
 
 
 
With the Ministry of culture, the Ministry of education and other policies to support the implementation of the development of animation industry, China's animation professional education has a great development. According to incomplete statistics, there are about 282 colleges and universities in the country set up an animation professional, more than 500 thousand students in the school year, the relevant professional graduates of more than 10 people. In addition, a number of Higher Vocational Colleges and animation training institutions Animation talent vocational education has also achieved good results. There is no doubt that they are in the storage potential is enormous, which is bound to bring a bright prospect of China animation industry.
 
 
 
2 W - the disadvantage of China's animation industry
 
 
 
(1) the lack of independent brands, poor original ability
 
 
 
In recent years, the rapid growth of the number of China's animation products, but with earlier stage of the creation ability of local animation enterprises with less, many just processing enterprises, not their own brands and intellectual property rights, independent research and development ability is poor, the overall quality is not high, with independent intellectual property rights of the cartoon image and strong market competitiveness of masterpieces not much, with international influence brand of animation is done not have basically. Animation is a creative power, and at present our animation industry in the creative aspects of the overall strength of the weak. Mainly manifested in animation character design featureless, unable to grasp the audience's needs; old-fashioned story, cannot arouse the audience's interest; animation scene too macro, unable to express nuances. Our country has the earlier stage of the creation ability of local animation enterprises with less, many just processing enterprises, not their own brands and intellectual property rights, independent research and development ability is poor, to a large extent can only rely on government support and survival.
 
 
 
(2) industrial structure is not reasonable, the industry chain is not complete
 
 
 
At present, China's animation industry in the process of "break the chain" and "gap" problem. "Broken chain" is refers to the industrial links between each other, each link of the industry chain has not formed a whole. "Missing link" performance for the animation industry in China in the early lack of market research, work planning and animation culture propaganda, in the medium term lack of animation products marketing and insufficient development of animation derivatives and the market expansion in the late. Irrational industrial structure and incomplete industry chain lead to homogenization of competition and industrial risk further intensified.
 
 
 
(3) talent structure is not reasonable
 
 
 
Although our country has begun to pay attention to the cultivation of Animation talent, but the lack of targeted, the result is the supply of Animation talent can not match the needs of the animation industry chain. Blind Animation talent training is the direct cause of the animation talent structure is out of balance, at present China's animation produced mainly lack of creative talent, mid production personnel, the operation of the animation industry talent such as, which high-end creative planning and management talent seriously insufficient.
 
 
 
(4) the old concept of animation development
 
 
 
In the concept of majority of Chinese adults, animation is for children entertainment, no much positive significance and even some adults think animation is not conducive to children's learning and growth, forming a not recognized, and even reject animation psychological. These inertial thinking on the one hand, ignored the needs of the people of all ages on the animation, on the other hand, ignored the positive meaning and value of good animation, leading to the Chinese animation will focus mainly on children.
 
 
(two) the analysis of the external environment of the development of Chinese animation industry
 
 
 
With the development of the animation industry and the increasing competition in the market, the external environment of the animation industry is constantly changing.
 
 
 
1 O - China's animation development opportunities
 
 
 
(1) the huge potential market
 
 
 
China is a country with a large population, but China's animation long-term "dilinghua" route, making the Chinese animation audience is mainly in children and adolescents. Bordeaux animation master, said: "animation is not just a child's patent, animation has no age limit, from 3 to 83 years old crowd, should be the audience of animation." According to statistics, in the average age of the Japanese anime products audience at the age of 32, benchmark age of Chinese animation and comic fan looking at the "seven dragon ball", "Saint Seiya", "City Hunter" and the generation of people, average age more than 27 years old. This shows that there is a huge potential consumer and a vast potential consumer market in our country. In addition, with the deepening of China's foreign cultural exchanges and trade, foreign understanding of Chinese culture, foreign markets will also bring opportunities for development. Animation industry big country Japan now has more than 1 trillion yuan of industrial scale, China is less than 1/10, there is a huge room for improvement. If after 5 years to 10 years time, the proportion of China's animation industry in the gross national product (GNP) from the current one hundred thousandth to one percent, dig out the huge potential consumer market, then China's animation industry at least 10 billion yuan output value of giant large development space.
 
 
 
In addition to the animation industry itself has a huge consumption space, the market space of its derivatives. According to the statistics of China national each year for the amount of consumption of food, toys, clothing, audio-visual products and publications up to hundreds of billions of dollars, most of them can exist as animation derivatives, which estimated China animation industry will have more than hundreds of billions of dollars of development space. This is a rare opportunity for our country based on the domestic and international animation market.
 
 
 
(2) the government 's strong support
 
 
 
As previously mentioned, in order to promote the development of China's animation industry, the relevant state departments and local governments have issued a series of policies. The content of these policies including the development of animation industry, the financial input, the protection of intellectual property rights, investment and financing, tax incentives, organization and implementation etc. all aspects of that China's animation industry so as to create a good environment for development.
 
 
 
(3) the maturity of electronic technology
 
 
 
Internet technology, mobile 3G technology and the rapid development of three-dimensional technology, a strong impetus to the development of animation. Based on the huge network user group, the innovation and application of network technology and more media technology, will provide a more solid technical foundation for the development and innovation of animation.
 
 
 
2 T - the threat of China's animation development
 
 
 
(1) fierce market competition
 
 
 
China's animation started far earlier than Europe and the United States, Japan and other countries, but in the subsequent development process due to various reasons, China's animation industry has gradually lagged behind those countries. Now, Europe and the United States, Japan and South Korea and other countries have a strong animation creative ability and mature marketing experience, formed a brand effect, occupy most of the market at home and abroad.
 
 
 
Ratings of their cartoon products is much higher than the domestic animation, anime characters also deeply printed in the in the minds of the consumers, and they have to make a cartoon derivative products each year from the Chinese market profit more than 6 billion yuan, China's animation industry and compared them with a huge gap. This is the development of China's animation industry has formed a great pressure and challenges.
 
 
 
(2) the animation industry investment and financing environment is not good
 
 
 
Because of China's utilization of foreign capital and private capital for the development of the cultural industry is in its infancy, the defect of the system of bank credit and stock market and makes them to use less in the animation industry, has not yet formed a pattern of the combination of multiple investment main body. Most of the small size of the animation business, profitability is not strong, it is difficult to meet the investment needs. Investment subject is single, the financing channel is narrow, the dependence on the government is big, the fund shortage becomes an important factor restricting the development of China's animation industry.
 
 
(3) piracy is a serious phenomenon
 
 
 
Europe and the United States, Japan and other country animation industry development rapidly thanks on intellectual property rights protection work done is in place, the market rarely exist piracy phenomenon. Therefore, enterprises are willing to in animation creation and innovation, and by contrast, the Chinese animation in this area is still relatively lacking, the Chinese market piracy phenomenon is very serious, greatly affected the innovation and the development of animation industry.
 
 
 
(4) competition for substitutes
 
 
 
As a kind of traditional entertainment project, with the rapid development of modern digital information technology, cartoon faces competition from other new types of digital information products alternatives. For example: online games, electronic books, these alternatives tend to have certain aspects of the advantages, has formed the certain challenge to the animation.
 
 
 
Three, China's animation industry development strategy and Countermeasures
 
 
 
(a) the strategic choice of the development of the animation industry
 
 
 
Through the above analysis of the strengths, weaknesses, challenges and opportunities of the development of China's animation industry, we can get the following strategic combination matrix.
 
 
 
Chinese animation industry development management strategy combination matrix
 
 
 
By summarizing the experience of Sunhan Mi and other countries, we can find the competitive advantage of the animation market, creative ability, brand image and management ability are the key factors to determine the success or failure of the market competition. Compared with the United States, Japan, Korea and other major competitors, this is precisely the weakness of China's animation industry. In the pattern of world economic integration, the market size, the role of the policy system is the most important external environmental factors that affect the outcome of the competition. As can be seen from the previous analysis, China's animation industry in these two areas is facing a good opportunity. Therefore, in the development of China's animation industry in the strategic combination, the future is more suitable for a period of the strategy is the WO strategy, that is, the stable strategy to the development of strategic change. Specifically, is in maintaining the current development trend based on, seize the external policy and market opportunities, to strengthen the cultivation of creative ability and management ability, enhance competition ability, win the market and the development of the greater.
 
 
 
(two) the analysis of the development of China's animation industry
 
 
 
China's animation industry management WO strategy to be successful, we must first overcome and improve their own weaknesses, in order to seize the opportunities in the external environment, can take the following measures:
 
 
 
1 to strengthen the cultivation of Animation talent targeted, improve the quality of personnel
 
 
 
In view of the present situation of the Chinese Animation talent structure is not reasonable, should revised Animation talent training plan, implementation of high-end animation talent training plan, according to market demand and development trend of the industry to construct multi-level Animation talent cultivation system, constantly improve Animation talent training mechanism, and comprehensively improve the overall quality of the animation industry talent team, provide a strong talent support for the development of animation industry. Among them, in particular, to strengthen the core talents for the animation industry and the Chinese animation industry in short supply of personnel training. First of all need to cultivate creative animation talent, creativity is the soul of animation; second, we must cultivate animation professional and technical personnel, including script writing and literary talent and character background design art talents, proficient in the audio-visual language, director of personnel and professional animation production personnel such as animation creative talents; finally, they should cultivate outstanding management talent. In short, through the reform and improvement of personnel training mechanism, focus on cultivating a number of industrial development needs of both the creative and good management of the complex high-end talent.
 
 
2 to enhance the production of original animation production capacity, to create animation brand
 
 
 
To a certain extent, the cultural consumption is in fact the consumer of the commodity brand, and the benefits of the brand of modern goods are far more than the value of the product itself. Therefore, should be encouraged to create original, with Chinese characteristics of the original brand and animation. To increase efforts to support innovation of the animation business, strengthen the creation and production of original animation products to support, guide and encourage them to continuously improve the ability of the original, and strive to improve the content and quality of the products, to create a rich spirit of Chinese culture and the characteristics of the times of the anime cartoon image and brand. Two to reform and improve the animation product evaluation system and incentive mechanism, the establishment of open, fair and impartial evaluation mechanism. The third is to strengthen the original animation promotion, in production, capital, authorization publicity for outstanding animation products and ideas to build industrialization promotion platform, support and encourage the products, outstanding original animation broadcast, publications, exhibitions, and other various communication and promotion activities, vigorously publicity and promotion of original animation quality and outstanding talent, improve its influence and visibility.
 
 
 
3 optimize the layout structure of the animation industry
 
 
 
To speed up the strategic adjustment of the layout structure of the animation industry. Firstly, according to the animation industry everywhere, blind low-level competition of the prosperity of the surface phenomenon, according to the regional characteristics and advantages, strengthen the overall planning, so as to realize the resources reasonable allocation and industrial division of labor, and promote the coordination and sustainable development of regional animation industry. Forming a reasonable layout, prominent features, the use of efficient resources to coordinate development. Secondly, from the control quantity, improve the quality, optimize the layout, perfect function and other aspects to strengthen the construction and management of the animation industry base park.
 
 
 
4 build a perfect animation industry chain, enhance profitability
 
 
 
Accurate understanding and grasp of all aspects of the animation industry and its internal relations, to animation and image as the core, build mutual support, improve the animation industry chain, forming the animation industry between the upstream and downstream of the benign interaction.
 
 
 
In addition, to give full play to the positive role of the market mechanism, innovative profit model, improve the animation industry profitability. To create a good market environment, to encourage the animation industry to compete in different subjects, to develop the animation elements and product market, and encourage all kinds of factors through the market for efficient circulation and distribution. Strengthen the animation industry, clothing, toys, food, stationery, and other industry cooperation, actively develop authorized cartoon image, create popular with audiences, with market based cartoon image and product, extending the animation industry chain, to expand the animation industry profit margins and market size.
 
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Hu Huilin, Wang Jing. Chinese culture industry index report (CCIDI) (M). Shanghai people press, 2012 (09).
 
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