China's TV Animation Industry: Status And Problems

Nowadays, TV animation is the largest animation production type all over the world, with great effects on people's life. And animation has already become the backbone of the economy to some countries. In the background of the international animation industry is developing rapidly, China is also gradually starting to develop animation industry. On the one hand, there is great potential for China's television animation. On the other hand, there are enormous challenges for China's animation industry, and many problems appeared.Recently, theoretical research on animation has been increasing with the leaping development of China's animation. But the study on animation cannot follow the development of animation industry in China. The present studies on the theories of animation mainly emphasize basic theories, history of animation and analyses of works, as well as techniques; while the cultural attributes, industrial attributes are the vacuum of the study. In addition, most of them are just general recognition of animation and rarely take TV animation as independent object so that they lack systematic and holistic apprehension of the historical origin, attributes, industrial attributes, the status quo and the problems of TV animation, which will obviously resulting in chaos of the academic norms and study.Therefore, based on the literature review of the emergence and development of animation industry, the present study first defines animation, explains the types of animation, and analyzes the characteristics of TV animation. Then, it proposes the concept of animation industry by reviewing the history of China's TV animation. Next, it explores the policies and environment of animation industry, the status quo of animation industry, and the problems in the development of animation industry. Finally, this study brings forward the following applicable suggestions of promoting China's TV animation on the basis of the former research: (1) Establishing holistic animation industry chain; (2) Taking the road of market segmentation.