The Analysis Of China Animation Industry Chain Under The Modular View

After following the IT industry, animation industry known as the core of 21st century knowledge economy industries, as a new economic growth point. It has become the main driving force of economic growth. The core is a creative of animation industry, anime and manga is its form of expression. It contains cartoon books, newspapers, movies, television, audio and video products, stage plays, and contains new varieties of cartoon to product development, production, publication, broadcast, performance and sales. It also contains the animation image of the clothing, toys, video games and other derivative products and business. Animation industry chain is a chain of horizontal integration of resources, with high cost, high return, high risk products related, higher degree of national characteristics. Although the United States, Japan and South Korea the rapid development of animation industry. But it is difficult to find a discussion of the animation industry as a system of monographs. Similar argument is also made to some of the description of the cultural industry.While the domestic animation industry research on the relatively small. Most of the studies are used traditional methods of industrial chain, not only lack of new ideas but also lack of depth studies. Modular theory is a more popular theory in recent years. From the perspective of the modular analysis of the animation industry chain is a new research. Therefore, this study makes more sense.In this article, firstly we reviewed the chain theory, modularity theory and other related content, defining the conception of relevant. And reclassify the animation industry chain from the perspective of the traditional. Secondly, after reviewing the historical development of animation industry in China, we analyze the characteristics of Chinese animation industry chain and its problems according to the new division of animation industry chain. The same time, analyze Chinese and foreign animation industry chain in modular perspective. Finally, proposed construction method of Chinese animation industry chain according to the construction of animation industry chain. There are four specific ways: technological innovation chain structure by Change, Institutional innovation to expand the scale of the industrial chain, optimization the industrial chain structure of the cluster strategy, organization the reconstruction of promoting the construction industry chain.