A Study On The Development Strategy Of Jilin Animation Group Co., Ltd

The animation industry has become an emerging representative of the culturaland creative industries. Enterprise development speed of China’s animation is veryfast in recent years. At present there are more than10,000animation enterprises in ourcountry.The number of people working in the animation industry is more than200,000.Since2000, the Chinese-made cartoons has been improved in quality andquantity. The broadcast fee of income accounted for a higher proportion of in thetotal income of the animation enterprises. The operational capacity of the domesticanimation enterprises has been exercised and improved. The economic benefits fromthe animation industry are getting better and better. The industrial structure of China’sanimation industry has shifted from the main processing outsourcing services to theproduction of original animation works.Although the number of animation production got a rapid growth in in China,there is still a gap distance to the target of becoming an animation powerful country.For most of the domestic animation production which has been independent finishedare very common.They seldom has a prominent theme and unable to inspire theaudience.To make Chinese-made animate production reach the standards of the threeelements, ideological, artistic and ornamental, Chinese animation companies still needto continue their efforts.There are four main reasons that the development of Chinese animation businesslags behind foreign enterprises. First, when the animation industry began to develop in our country, there is no unified planning and design. The business is essentially inthe free development of the state. This has resulted that in our country, theanimation industry chain still cannot be formed so far. Second, the small size of fundshas limited the development of the animation business. In Chinese animation industry,small businesses accounted for the majority.Their business strategy is fuzzy. Most ofthe enterprises have not formed a clear development strategy and ideas. Third, theanimation industry belongs to creative industries. Most of the animation businessplanning team is lack of imagination and storytelling ability, creative ability andmarketing planning capability. Fourth, China still has not formed a sound system ofintellectual property protection. The intellectual property laws and regulations isrelatively late to meet the demands. The state of intellectual property protectionmeasures rarely. This leads to the result that the business invested a lot of money andenergy to create out animation products and related derivative products oftenencounter the phenomenon of piracy.This seriously hurt the creative enthusiasm.In order to accelerate the pace of Chinese animation business to catch up with theworld powers, the state has developed a series of documents and policies to protectand promote the development of animation industry in recent years. With the strongpolicy support, more funds began to be put into the animation industry. Althoughmany enterprises find themselves in a difficult environment, there are still fundscontinue to invest. If animation companies want to seize the market opportunities andoccupy a larger market space in the fierce competition, they must be clearly aware ofthe situation, and to establish a clear development strategy based on internal andexternal resources.This article describes the basic concepts related to the animation industry andanalysis the external environment and the internal resources of Jilin Animation Group.Use the SWOT analysis methods to match the resources of the Group. According tothe Group’s vision, mission and development goals for three years, from the corporate level, business level and functional level try to put forward Jilin Animation Group’sdevelopment strategy and the strategy safeguards.