Study On The Evolutionary Economics-based Animation Brand Valuation And Management System

In the background of economic globalization, the development of the animation industry regarded as a national strategy, has been increasing the level of animation companies competition. Mergers and restructuring are development trends of animation industry. Animation brand is a key to the survival and development of animation industry. The competitive advantage of animation brand is the fatal chips of corporate mergers and restructuring. Therefore, animation brand valuation and management is regarded animation business development and growth as the central link. To value correctly the animation brand value, both provide the scientific basis of animation brand management, but also reduce losses of intangible assets when the animation business is mergers and restructuring. To scientifically manage Animation brand, both ensures the animation brand value creation and realization, also reduces uncertainty to the animation industry network and better maitains and proliferes animation brand value.The practical needs of the animation industry development, contributed to studies on the animation brand valuation and management. The paper specifically analyzes and summarizes the content and form of animation brand and animation brand value, and creates the cencept model of animation brand value based on evolutionary economics, by applying the epistemology and methodology of evolutionary economics, to review the theory of the animation industry and brand-related as logical starting point, to architecture the analytical framework to animation brand valuation and management as the logical intermediary,and designs animation brand valuation index system based on evolutionary economics,and then, accord to them, has derived the mathematical model of animation brand valuation, and finally, builds the animation brand value management system the in the analysis of the relationship between animation industry network and animation brand management,.Reviewing relevant theoretical literature,is the precursor of the in-depth study of animation brand evaluation and management. In the theory of animation industry literature review, focus on reviewing the concept and characteristics of the animation industry, animation industry chain and development model, regional and international animation industry, animation industry investment and financing, intellectual property protection, the animation industry,marketing and brand strategy. They are the survival basis of animation brand valuation and management. In the theory of brand-related literature review, Critically reviewes brand concepts, brand value and its valuation and management. They are the research basis of learning and innovation.to animation brand valuation and managementThe epistemology and methodology of evolutionary economics, is an all-weather navigation system to a comprehensive study of animation brand valuation and management. In order to make better use of them, the paper reviewes the development overview of evolutionary economics, and review the status of theoretical studies of evolutionary economics at home and abroad, in particular, reviewes the evolution of industrial organization, the forefront of evolutionary economics (evolutionary game theory and complex systems theory). And then, points out the guiding value of the technical, institutional, cultural and social dimensions which animation brand valuation and management has been fetched by using evolutionary economic theory. On these foundations, builds an analytical framework of animation brand valuation and management based on evolutionary economics.Animation brand is the logical starting point to study animation brand value, and both together constitute logical basis points to study animation brand valuation and management. In the analytical framework of animation brand valuation and management based on evolutionary economics,the paper explains the animation brand becoming path, reveals the animation brand’s content and features,and animation brand’s core idea. And on this basis, interprets the animation brand value becoming path,and its content and composition.Highlighted the animation value from stakeholders. animation brand value is the complex which includs culture value, artistic value, social value, power valueand market value.Indicators design and optimization is a critical link.to animation brand valuation. Following the design principles based on evolutionary economics, the paper designs the indicators from cultural value, artistic value, social value, power value, market value. However, by the expert questionnaire survey. The paper collates and states questionnaires data, using fuzzy to analysize its membership degree, and excludes the index which are low membership, and then applying SPSS software to analysize its reliability,has confirmed that its indicators can be dependent, and builds animation brand valuation systemDesigning and creating animation brand valuation model is an agency to put up animation brand valuation. The author has used AHP to deal with statistical data, giving the index weight. As follow, builds animation brand evaluation model value based on the conceptual model, and then, uses two fuzzy evaluation to comprehensively evaluate the five variables which they constitute animation brand value, quantify and determine the Profitability coefficient, potential factor, market share capacity factor. And use animation brand operating profit, excess profits, sales variables together to establish cultural values, artistic value, social value, power value, market value. Finally, frames the mathematical modelsof animation brand evaluation, using Ao Fei animation data for case evidence. At the same time, the use of interbrand evaluation method to verify it. Control of both the evaluation process and results, point out the pros and cons, indicating the feasibility of evaluation model.Animation brand (value) management is a point of departure,but also the ultimate pursuit to animation brand valuation. On the basis of animation brand valuation model and other relevant management theory review, based on the to build a relationship model between animation industry network and brand management. Regarding this model as a starting point, borrowing the system modular approach, the paper builds organization and management system of animation brand, animation brand management business process system, animation brand value target management system and animation brand (copyright) protection and management system.In short, the paper attempts to avoid the limitations of mainstream economics, uses the epistemology and methodology of evolutionary economics to study animation brand valuation and management, create an animation brand value evaluation methods for animation industry, and an animation brand management system to adapt to China’s national conditions, which is used to help build China’s animation industry animation aircraft carrier, sailing.