Study On Status Quo And Countermeasures Of The Animation Industry In Chongqing

Animation in China already has an 80-year history, which has gone through a brilliant period named"Chinese animation style and paint-ink animation period"from fifties to sixties, and then it has been industrialized in the middle of 1980s. Nowadays, it has begun to recover difficultly.The factors are various that lead to the current situation of Chinese animation. Chinese animation pays much more attention to culture than to industry from the beginning to the 1990s. Government's long-term neglect caused the oversea animation spreads and overflows. Although the terrible situation has been controlled, it is very difficult to recover the lost market within a short time. There is a lack of cultural connotation in the Chinese animation because of the eager for quick success. Chongqing animation has developed quickly since 21st century. It is easier to get rid of the shackles of the inherent idea as it's just has born for less than 10 years. But the lack of excellent original animation brand has made the construction and consummation of Chongqing animation chain just like castle in the air.This paper analyzes the status quo and of Chongqing animation industry from the perspective of communication and Industry economics. From the macroscopic angle of Chinese animation as well as based on the reorganization of animation industrial chain, the paper attempts to construct the Industrial Cluster development mode of Chongqing animation industry.The first three chapters defined animation and animation industry separately, and discussed the range of animation and animation industry in this paper. Then, it briefly analyzed the animation explanation mechanism based on the theory of Gestalt psychology. At last, to show a clear venation of the world animation Industry, it reviewed the evolvement of four countries'animation industry which are representational as China, America, Japan, and Korea.Chapter four took the industrial chain links as points, which mainly analyzed the status quo of Chongqing animation industry based on the whole system of Chinese animation industry. Chongqing animation industry has developed very quickly, but the existent problems made it couldn't evade the market risk availably, and made lots of troubles in cost recovery. The weakness of the original ability causes the lack of the excellent original animation brand; fund shortage in the produce time means the drop of the animation quality. The semi-development condition in communication and marketing channel, serious absence in the movie animation market as well as the dislocation of supply and demand in the TV animation market lead the theory application hindrance of Third-degree price discrimination.Based on the analysis of the current situation, chapter five preliminary constructed the Industrial Cluster development mode of Chongqing animation. In the paper, it pointed out that the government could set the industrial policy such as credit and subsidy aptly in the initial development period, while the most important is to facilitate constant innovation; the local government which those animation bases belonged to should differentiate the most profit point of each base in order to avoid the homogeneous blind competition, and make a cooperative and nicer competitive relationship to pursue the common goal of Chongqing animation Regional Brand. It should adopt the product differentiation strategy, and pay more attention to the connotation and cultural of Chinese style than to the picture art expression technique.The last chapter made a summary, which put forward five problems that Chinese animation industry and Chongqing animation industry need to solve, and also the corresponding countermeasures. At last, it pointed out the limitation of this disquisition.