Born By Taking Baths In The River, Go Fast Along The Grand Canyon Case Research In SHIMEI Animation Company Of ChongQing

As a result of historical reason,Chinese animation has obtained the encouraging result in the early time.In particular the performance of Chinese ink and wash painting style obtains the approval in the global scope,which causes the Chinese animation school of thought to be well known by the world,global animation artistic circles falls for it.But animation art is always studied and developed in China in a kind of lofty pure art form,and be not operated in the form of industrial production. Started from 2003,in view of the present situation of the Chinese animation market which withered day by day under Japanese and American animation dumping,the departments in the country start to pay more attention and take measures to stimulate the development of the domestic animation.a large quantities of animation companies are founded one after another.Because these animation companies are all basically found under the identical background during the same period,they have much similarities in the pattern of operation.This article will take SHIMWI in ChongQing as a case for research,which is the biggest animation company in the west,and one of the ten strong national animation companies.And we will study the operational environment and mode of the animation companies through the research.With the help of the government's preferential policy,SHIMEI animation company was established against a special historical background that Chinese national animation industry's deep recession and the Foreign cartoons were crazy dumping to China.However,compares with other animation companies,it has extremely unique operation pattern.We arrange the pattern,and make a summary of pattern of SHIMEI in the aspect of product production and the market operation.The essence of SHIMEI's pattern is actually the combination of TV set and college.The Sponsors of SHIMEI animation are the group of ChongQing broadcast and TV set,and the Sichuan fine arts institute.From the fast day of its found,it is symbolized the marry of media and the university.This mode of pattern integrate the television station and university advantageous resources and complement each other's strengths.It fills up the deficiencies that Chinese culture industry each one goes his own way in the operating process,This is in the final decided by the nature of the special industry of animation.Animation industry is a mainstay of the cultural creativity industry and is the important foundation of national culture industry.Its position is so special that it cannot operate and manufacture by itself as other companies.Moreover,the animation industry needs not only the talented person massively,but also publication and correlation industry.these special requests need other strength to participate,such as the Sichuan fine arts institute.The Sichuan fine arts Institute's join supplies SHIMEI Corporation with human resources which never use up,who will put into the research and manufacturing the products with independent IPR. Therefore,SHIMEI company might explore the market for the animation training and the publishing industry market.It furnishes life and vigor to the animation enterprise.For instance,the company make use of the advantage of Sichuan fine arts institute's abundant human resources and the scientific research superiority.They attempt to change the model of first hot broadcasted,then published book(s),which is our country Animation Company default behavior for years.With a thoroughly retro perspective,SHIMEI blazes new trails on business philosophy. They publish the books which to be make animated film.If there is a good market for the books, they start to shoot,otherwise,give up immediately.Thus,SHIMEI animation company regards the animation content as the important factor for market.Which is universally acknowledged in the academic circles as then correct way.But,pattern's premise condition is supported by university as important platform.At the same time,The setup of departments of SHIMEI animation,is especially noticeable. they found the educational training center specially:training base for SHIMEI animation,which is in the charge of the specialty teachers,professors and the specialized technical manager teachers from Sichuan fine arts institute,teaches including the two-dimensional animation,the three dimensional animation,divides the photographs plan,the original design,the later period art design and so on, and provides the practice and the employment opportunity.Here,the formidable education function of university obtained in here further clear has revealed.Moreover,On the one hand,the Chinese animation once had the magnificent achievements,but lack the experiences of operating market actually for a long time.Needs greatly to invest as this kind of special company of animation even also needs operation crossing occupational lines,the participation of group of the broadcast and TV set of ChongQing enormous solute this difficult problem.Not only have they the channel resources,moreover also have the rich market experiences, Not only this let the animation programs which SHIMEI Corporation produced have the channel to broadcast,moreover also could sell the programs for the other national channels of television stations,thus smoothed the way for recycling company's fund and expanding reproduction.For instance,SHIMEI animation extend the vision to the channels outside the group of the broadcast and TV set of ChongQing,Including the Central Committee Television,Beijing Television station,CCTV children channel,the Beijing card cruel,Shanghai dazzles moves,the Hunan golden eagle and so on;In addition,they also cooperated with Jiangsu,Fujian,Tibet,Hebei,Jilin and so on many provincial and municipality level television station,which had obtained certain market share.These achievements acquisition,much depend on the marketing department which the company set up specially(including market operation,plan creativity,large-scale active promotion department three departments)and the correct operation,obviously,this way of operation is not the superiority of the Sichuan fine arts institute's,but is exactly the group of the broadcast and TV set of ChongQing 's superiority.The cooperation pattern of Television station and university effectively conformity media and university's superiority resources,look like the double sword gathering the wall,complement each other,display the huge might,sent out the bang which enlightened the benighted.This is the first example in animation circles in China.We called this kind of pattern of the cooperation of television station and the university "SHIMEI pattern".However,it is a pity,the pattern of SHIMEI animation company is the same as the other domestic animation companies',they put achievements of animation production value of the business model into the narrowly limited isolated areas such as animation production,broadcast, issued and so on.Its basic core is the animated cartoon production and the sale,in front of the movie-making,the later period all independently carries on by the animation enterprise,the manufacture and the sale of animated cartoon are the mainly enterprise also are the complete contents,there are rarely the telecast organization,the peripheral enterprises of the animation grow and audience's participation.Compares with the overseas other animation companies,the pattern SHIMEI animation company is different as them.In such overseas animation company,its central thought is taking the animation as the main information medium and the dissemination characteristic, taking distinguish the hypothesized role and the correlation information as the primary coverage and the goal.they launch the maximum limit dissemination to be for the purpose of causing the hypothesized role to obtain the audience favor and the cultural approval,and constructing animation vivid brand,manage the authorization in this foundation,the production may induce the derivation product which is purchased the audiences want,or cause the successful animation brand image to speak on another's behalf as the product image,form the animation role marketing pattern which altogether win with the enterprise cooperation,thus form "the influence economy".And become the most fundamental mode of recycling fund and the gaining profit.So the kind of industrial structure pattern of selling the animation programs and the publication partial audio and video products to the television station still belong to the low end structure industrial structure pattern.Difference from the low end and narrow sense animation pattern which produce and market by themselves,the high end pattern of animation production marketing is one open-type industry,its emphasizes is one kind of crossing occupational lines union altogether wins.As a result of the success brand may cooperate object universality,the animation industry open-type cooperation joint management mechanism cause it to become one kind of potential infinite industry.Obviously, SHIMEI pattern,also have the very great section of distances with the overseas high end pattern.In view of such present situation,in the final article,we attempt for the group of the broadcast and TV set of ChongQing several suggestions,and hope arousing more interests and the discussion, let the Chinese animation industry move towards the mature and health path unceasingly.