Study On The Creative Development Of China’s Animation Industry

The concept of "creativity" goes through the whole industrial framework of the animation industry.The production of animation works is a creative process of the realization of "works"into "products." This paper employs the product production theory in the culture industry,the industrial chain value concept in the industrial economics and the literary works’ text interpretation and analysis theory are adopted to study the dual properties of animation as both"artwork production" and "product market operation," and the "integration and excellence" of the two properties.The introduction part expounds on the research background and significance,research overview,theoretical application and innovation points.This research mainly conducts from the following four perspectives.First,animation properties:artwork creation and product market operation.The dual properties of animation are the basis for the whole research,which shows the particularity of animation,because it is different from the pure artwork and commodities.The dual properties of artwork creation and product market operation,and how the two properties realize the economic pursuit of artistic creation and cultural products are illustrated.Based on that,the creativity of the artistic expression in the animation creative industrial chain and the market-oriented pursuit is explored and the international experiences and Chinese characteristics of the two-way creativity are analyzed.Second,artistic creation:animation creativity expressed by the artwork.This part is to study one property of animation as an artwork.It mainly discusses the creative development strategies by revolving around three factors influencing the artwork,namely creativity of animation themes,evolution of artistic animation images and exploration of animation spiritual ideas,and explores how the property lays the foundation and prepares for the follow-up market operation.Third,market operation:animation creativity pursued as business value.This part is to study the other property of animation as a product.It mainly explores the creative development strategies by revolving on three important aspects of the cultural product market operation,namely derivative product development,media dissemination innovation and marketing model expansion,and discusses how the property promotes the pre-stage artistic creation of animation.Fourth,integration and excellence:creative integration of artistic creation and market operation.This paper is based on the two-way investigation above to conduct comprehensive extraction and sublimation.All in all,this paper explores how China’s animation industry can achieve coordinated and optimized development of art and business,and actively spread China’s stories as an important medium to improve China’s culture soft power in the international area from the perspective of industrial chain creation branding creative driving and integrated creativity guidance.To sum up,this paper adheres to the creative development strategy based on the dual properties of animation,studies how animation moves from the pre-stage artwork creation to the post-stage market operation,explores how China’s animation industry can be effectively geared to the domestic and foreign cultural market and comes up with the development strategies for China’s animation industry in response to the industrialized development at an attempt to provide scientific reference for China’s animation industry in terms of theoretical construction,industrial practice and policy orientation.