China's Animation Industry Chain Development Problems And Derivatives

The prospects of Chinas animation industry is huge，but its industrychain is broken and derivatives development is not enough. Theparticularity of the animation industry is that its main earning dependson derivative product development but not the sale of the productitself. Thus，it is particularly important for the survival and growth of theanimation business profitable through the industry chain model. Chinasanimation industry is still in its infancy，complete animation industrychain has not yet been fully established. Most of money and manpowerare often put into the process of animation film and televisionproduction，rather than the derivatives development，resulting in poorprofitability of Chinas animation industry.This paper analyzes the problems and their causes of the animationindustry chain and animation derivatives development，trying to makecorresponding policy recommendations and construct the new modelof the animation business profitability.The article is divided into six parts，Part I：Introduction. Discusses theresearch background and significance，the basic framework of thisarticle； Part II： Review of relevant literature. Including the research ofindustrial chain，animation industry chain，long tail theory，integration ofindustrial chain，profit model and the relationship between animationindustry chain and profit model； Part III： Analysis of Chinas animationindustry chain. Introduced the development status of Chinas animationindustry，the Status，Problems of industrial chain，and the reason of theproblem； Part IV： Analysis of the path to improve China’s animationindustry chain； Part V： a typical case，by analyzing Alpha，trying todescribe the importance of derivative product development andanimation industry chain improvement.