Chinese Animation Industry Value Network Research Based On The Modular Theory

In recent years, the animation industry has been rapid development, is considered to be the creative industry with the most development potential. Animation industry is a product copyright value chain which takes originality as the core, art、science and technology as the support, animation and comic as the forms, brand image developing derivatives as extending. China animation industry has a huge market and broad space for development, but in face of foreign competition, shows lack of competitiveness, has a lot of problems.Based on the perspective of modularization, this paper does research in constructing and operation of animation industry value network. First of all, consult mass relevant literature, comb modular、value chain and value network theory. Modularization is product function division based on the knowledge integration of production; its essence is the division of labor mode based on knowledge. Value network includes a series of organizations with different professional division of labor, is a value system linked by core competence elements based on company’s business decomposition, in which the relationship between organization are more agile and modern information technologys are widely used. The key of value network constructing based on modularization is division of labor of industrial chain, decomposition of value chain and resources integration again. Secondly, do analysis in animation industry and realize the characteristics of animation industry as well as china animation industry’s structure and problems. Based on this and take theory as guide, decompose china animation industry chain and rearrangement the resources, integrate resources again by product, function and knowledge three main clues, build a new animation industry value network, and analyze product, value, knowledge forms of animation industry value network. Modules in animation industry value network have a kind of competition and cooperation relations with each other, in which build animation industry value network operation mechanism, which is used to analyze animation industry value network’s influence for construction of industrial organization. Finally, take Alpha animation group as a case to do analysis. Analyze the group’s animation industry value network constructing and operation based on the perspective of modularization.Through combining logic analysis and case study, qualitative analysis as principal, the empirical analysis as supporting, get the conclusion like this:first, based on the perspective of modular, integrate the animation industry resources effectively by taking product, function and knowledge as the main clues, improve the animation product development efficiency, promote the knowledge innovation, promote the value network overall value, change the value structure, improve the value of the intermediate link. Second, modules are competition and cooperation relations in modular value network. Cooperation is for improving core competitiveness, competition is for better cooperation. Based on this, value creation and distribution mechanism, network trust mechanism and intellectual property rights trading mechanism can effectively promote the stable operation of animation industry value network.