The Study On The Construction Of Animation Industry Value Chain In China From Industry Convergence Perspective

During the period of NPC & CPPCC held in China recently, Jian Ouyang, the minister of The Culture Ministry, presented an opinion that financial crisis will bring new chance to culture industry. Animation Industry is the most attraction among all the culture industry since it combines imagination with multimedia and Hi-tech. Therefore, it is of significance in both economics and practice to understand the characteristics of the Animation Industry and explore the development of China's Animation Industry.Choosing industry convergence as study entry point, this paper made a study on the construction of China's animation industry chain. The biggest obstacle to our animation industry is the lack of an integrated, circulatory and interactive industrial value chain. Based on this obstacle, this paper elaborates on theoretical basis, superiority, feasibility and development path, by means of seizing the influence the industry convergence made on the industrial value chain, integrating the feature of animation industry.Under the instruction of industry convergence and industrial value chain theory, the paper analysis the interrelations between them. From the research of the condition, it seems there is a trend of convergence among the animation and other industries. Moreover, this paper puts emphasis on discussing the superiority and feasibility on the convergence development of animation industrial value chain by means of China Statistical Yearbooks and chart review. And construction of industrial value chain is essential by means of case analysis. In simple terms, this paper uses the complete analysis structure in accordance with such ideas, theory– definition– condition– superiority– feasibility– development path.This paper makes use of method of normative analysis combined with case analysis and quality analysis combined with quantity analysis. At last, this paper draws the conclusion as following:First, animation industry is the convergence industry with diversification. The new pattern at the core of cartoon, caricature and game and surrounded by various derivatives is formed by convergence development. Meanwhile, the trend of convergence will be continued with the development of information technique and digital media. Second, as all the products in the industrial value chain are interactive, every element will become the core of the chain and the management of derivatives will create the most value among all the circulations. Third, thorough research on the superiority and the condition of our animation industry is made to find the necessity and feasibility to the convergence of industrial value chain, indicating the significance on constructing industrial value chain. Forth, the key point of this paper is to find a construction path of our animation industrial value chain based on industry convergence. A basic construction structure is put forward by means of drawing on the Disney's successful experience and the condition of our own enterprise.