Analysis Of The Crisis And Countermeasures Of China's Animation Industry Development From The Perspective Of The Broadcast Platform

Animation industry has become one of the core cultural industries ever since the 21st century, which has brought great economic, cultural and communicational benefits. From the perspective of a global scope, animation industry is attracting an increasing number of attentions from some developed countries, such as Japan and the United States. They all treat animation industry as the major method of upgrading their industrial structure and improving the international competitiveness. China is one of the countries which produced earliest animation. China has won a national glorification by the "Chinese school" animated style. Nearly twenty years, as the progress of globalization, scientific and technological development, large quantities of foreign animation works has entered the Chinese market and as a result the domestic market is almost dominated by foreign cartoons. Domestic animation is now facing with a wide range of market share loss, so the crisis was unprecedented.In recent years, Chinese government and relevant ministries have issued a series of important policies which were used to support and promote the development of China cartoon industry. As the domestic broadcast platform has already begun to expand, there are many national animation industry bases and regional cartoon industrial park while animation enterprise and domestic animation works are experiencing a quickly out blowing. The author holds the opinion that a careful and serious inspection into the status quo of the development of domestic animation which would greatly benefit our work in gap recognizing, crisis management and question solving. This article attempts to review the development of Chinese animation and take examples of recent domestic cartoons production and animation enterprises status in order to present a complete scope of domestic animation. From the perspective of broadcast platforms, by analyzing the audience demand, market consumption patterns as well as policy-oriented situation, the author is trying to reflect and explore the development of cartoon production crisis to figure out the future outlet of China-made animation.This paper raises two points of view:First, to fully realize the significance of the broadcast platform in the animation industry, and to build an animation resources allocation system which is led by broadcast platform, and to expand its function as a dual role in "information gathering platform" and "content showing and communication platform", realizing the interactive relationship between the production and the audience intersection, further improve the industrial chain, coordinate the upper, middle and lower to reasonable development together are of great importance. Second is about the suggestions in the divergence of government support policy. The government support policy should improve with the current trend and demand of animation industry. It is of urgent necessity of changing our destination to a downstream pool and open up the whole industry chain in order to promote the coordination and development of the area.