The Historical Examination: Competitive Strategy Of The Animation Companies In China

The animation industry which is called as the sunrise industry in the 21st century becomes the another economical growth spot after the IT industry. However, the animation industry in China is still in the pirmary stage of development. Meanwhile, the animation companies in China lack of experiences in the international animation market. In such situation, how to keep the strategic thinking, how to position themselves strategically, and how to choose competitive strategy are great challenges to the animation companies.In this paper, the author first focus on the characteristics of animation, in order to let readers know the definition of animation and the development history of animation. Then the paper analyzes the current status and the development pattern from the worldwide view, thus to provide the solid evidence to decision-maker for the animation companies. Second, the author applies some tools in this study, such as PEST analysis, SWOT analysis model. Third, the paper points out two typical models, analyzing their advantages and disadvantages separately. Linked with the trends of the animation industry in China, which can do great help for the animation companies when they try to make their animation developing strategy.