Research On Creative Value Chain Of Animation Industry

Recently,Chinese government recognizes that the creative industry is playing a great role in promoting economic development and vigorously promotes the development of creative industry.Animation industry as a typical representative of creative industry in which Chinese government continuously increases the investment. But Chinese animation industry development still has not made any great progress, because of lacking a complete value chain in the animation industry.Creating a complete value chain is very important to the development of animation industry.On the basis of the research of creative economy and value chain, this paper tries to create a creative value chain and applies this value chain to the animation industry.In this paper,there are four research aspects:firstly,to discuss the formation of original content animation company,animation processing company and animation marketing and planning company on the perspective of the decomposing and integrating of value chain;secondly,to study the management of animation industry value chain based on the theories of value chain management;thirdly,to choose Sunchime Cartoon Group as the object of case study and to analyze its value chain;finally,to try to propose problems and solutions for these problems in the China's animation value chain.The contribution of this paper has two parts:1.This paper combines creative economy and value chain related theories together and give out an improved creative value chain and creative value chain system.2.This paper combines creative value chain and animation industry together, and points out animation creative value chain.Besides,it give a research from the aspect of how to create and realize animation creativity's value,and especially it researches creative value chain through the dissection and integration of animation industry value chain.Animation industry value chain has always been the main clues throughout the paper.This articlel based on the research perspective,which also contributes to the sustainable development of animation creative industry.