Research On Development Of China's Animation Industry After Reform And Opening Up

Animation was introduced from abroad as early as the Republican China(1912-1949)and developed to a certain extent.After the founding of new China,Chinese animation ushered in a new opportunity for the development of national animation,fine works of animation in various themes emerged one after another,and gained the reputation of "Chinese school".Influenced by the "Cultural Revolution",the development of Chinese animation has stagnated.In 1978,the Third Plenary Session of the Eleventh Central Committee of the Party shifted the focus of its work to socialist modernization,and decided to implement the police of Reform and Opening-up,thereby China's animation industry has a good policy development environment.The economic system reform is progressing steadily and the socialist market economy Construction provides a good market environment for the development of China's animation industry.The resumption of university entrance exam and reaffirmations of socialist educational policies in 1977 promoted the cultivation of animation talents and provided a talent base for their development.At the same time,the development of the animation industry in the world's major animation countries,such as Japan,the United States,and South Korea,provides experience for China's animation industry.It is under the positive influence of many factors that the Chinese animation industry after has embarked on a new round of rapid development since the Reform and Opening-upOn the one hand,Along with the spring breeze of Reform and Opening up,Shanghai Fine Film Factory and Toei Animation of Japan took the lead in providing processing services such as line drawing and coloring for its animation production cooperatively,opening the first of China's animation foundry.Thanks to China's abundant labor and land resources,as well as preferential policies to encourage Hong Kong,Macao,Taiwan businessmen and foreign businessmen to invest China,China's animation proxy industry first emerged in the Pearl River Delta region and quickly showed a state of prosperity.By the1990 s,China's animation proxy industry continued to prosper and formed two major regions in the Yangtze River Delta region and the Pearl River Delta region and Industrial clusters.However,China's animation proxy industry,labor-intensive industry,is a processing and manufacturing enterprise whose orders originate from the needs of foreign animation market.Therefore,With the slowdown of the economic development in Europe and the United States,the demand for external foundry has decreased in the 21 st century;the domestic economic development has been transforming and the labor-intensive advantage has been weakening,and the animation foundry industry in China has shown a trend of decline.On the other hand,the development of China's original animation industry.Different from the Chinese animation proxy industry,the Chinese original animation industry has existed since the Republican China,but it is not an "industry" in the strict sense.After the Reforming and Opening up,the original animation industry in China,which was affected by the Cultural Revolution,also ushered in a new life.New state-run animation production company have been established one after another,the themes and content of animation works have become more abundant,International exchanges are becoming more and more frequent,and the concept of internationalization is increasing day by day.In the 1990 s,with the advancement of Reform and Opening up and the proposed goal of achieving socialist market economy,China's animation original industry also began to transform and develop.State-owned animation production company gradually implemented market-oriented production methods and tried the operation of the entire industry chain,and introduced social capital actively,so that Chinese original animation enterprises and original works have a certain degree of growth.During this period,the animation production technology and enterprise production system in China have made new developments.However,there were also problems such as lack of unified macro management,imperfect legal system,market-oriented production models not yet fully formed,and a high degree of industrial monopoly.After entering the 21 st century,especially in 2004,the “Several Opinions on the Development of my country's Film and Animation Industry”issued by the State Administration of Radio,Film and Television pointed out the direction for the development of China's animation industry,and the phenomenon of "anime fever" in China's animation original industry appeared.However,the problems exposed by the phenomenon of "animation fever" also make China's original animation industry move towards a transformation and upgrading development path.Under the guidance of national policies,the popularization of internet technology,and the accumulation of experience in industrial development,China's animation original industry has changed from the pursuit of product quantity to the pursuit of quality and brand building,the internal structure of the industry has been further optimized,and the cross-border integration of the industry is obvious.With the increase,the audience of animation consumers continues to expand,and they are moving towards a more mature industrial development path.With the development of China's animation proxy industry and original industry,the internal management mechanism and operation mode of China's animation industry have also undergone certain changes.China's animation proxy industry mainly managed according to the nature of the enterprise,thus changes scarcely.It is also a processing and manufacturing industry whose operation is destined to accept orders and produce.The management mechanism of China's original industries has undergone major changes with the development of the industry.The management mechanism has gradually shifted from planning system management to market economy management,which has also transformed its operating model from unified purchase and sales to modern operations across the entire industry chain.To sum up,the development of China's animation industry since the Reform and Opening up is the result of policy changes,market environment,historical factors,and the development of foreign animation industry.Its development trajectory is the "dual-track" development of China's animation proxy industry and China's original animation industry.Since Shanghai Beauty Film Factory opened the first Chinese animation processing,the Chinese animation proxy industry presents a development course of "Prosperity—sustaining Prosperity—Decline",while China's animation original industry is in the course of "Birth—Transitional development—Transformation and Upgrading".It is precisely the different development trajectories that make their management mechanisms and operating models different.China's animation proxy industry has always been a step-by-step modern enterprise management mechanism and operating model,while the management mechanism of China's animation original industry proceeded the following evolvement "planned management along with Emerging marketization,planned management as the mainstay and market-oriented management as a supplement-market management,market management as the mainstay and macro guidance as a supplement",while after 2004,the market-oriented operation of the entire industry chain was implemented.Through the investigation of the development of China's animation industry since the Reform and Opening up,the development course and characteristics of China's animation industry have also been exposed,which will provide historical enlightenment for the development of China's animation industry in the new era.