THE DEVELOPMENT SITUATION OF CHINESE ANIMATION INDUSTRY CHAIN AND COUNTERMEASURES STUDY
ABSTRACT :Contemporary Chinese animation industry chain is still broken and the missing state, with upstream and downstream industry chain is not tight.Huge amounts of money to build a good cartoon should not produce good market effect.Cartoon animation companies often will a license to publish book publishers, audio-video products publishing companies, television broadcast business, stationery manufacturers, toy manufacturers, clothing manufacturers and other sectors of the different firms that are fragmented, the effectnature is difficult to guarantee.In this paper, the Chinese animation industry chain moment the market environment, China's animation industry chain Development and Strategy discussed Paper first describes the historical development of animation industry, the results of the animation industry are summarized and described the status of the animation industry.Through marketing knowledge, the Chinese animation industry's market environment analysis of two aspects, namely, macro and micro environment.Combined with the market economic theory in the Chinese animation industry to conduct business in general advantages, it also is the marketing of its operations, particularly in the presence of inferior analyzed; The third part through the animation industry in connection with foreignanalysis to identify might be referential; the fourth section the above analysis, the development of China's animation industry chain, made specific recommendations; Finally, in full view on the basis of summing up, the Chinese animation industry chain development trendsimple outlook.Thesis requirement of the framework complete, clear thinking, the proposed strategy has some innovative and feasible. Key words:Animation industry; animation industry chain; market
