Development Of Animation Industry Clusters And The Corresponding Measures Under The Global Value Chain

For many years, with cheap labor and low production cost, the animation industry cluster of our country has been locked in the low-end links in the global value chain; however, high value-added links including research and development design, marketing, brand service are controlled by Europe, the USA, Japan, South Korea and other animation power. OEM (Original Equipment Manufacturer) is the common operation state of animation industry cluster in our country at present. Although it belongs to the lower foundry patterns, there is no doubt that OEM plays an important role in the early stage of the animation industry in China. It has not only brought the advanced processing technology for the development of animation industry cluster in our country, but also provided opportunities for Chinese animation industry cluster to integrate into the international animation market. However, the long-term OEM model will pose the risk of "hollowing-ouf" to our country’s animation industry cluster, which makes the animation industry cluster lack of core competitiveness and drift away from the global animation value chain link. Thus, strengthening independent research and development ability, improving the original animation works and focusing on shaping own brand of animation products, are the key points for our country animation industry cluster forward to the high-end link in the value chain. This article aims at how to break through the blockade in the global value chain, how to effectively overcome various difficulties in the process of industrial upgrading, thereby achieving upgrading.From the perspective of global value chain, this report aims to study the development of the animation industry cluster mechanism and discuss the key factor for the sustainable development of animation industry cluster under the condition of the efficient allocation of value chain. Besides, combining with the actual situation, the way and extent of embedding global value chain for the animation industry cluster in our country are analyzed in details. This study provides recommendations for the development of animation industry cluster in terms of grasping the inherent law of animation industry cluster in our country, concluding the update direction of the cluster value chain and extracting the animation industry cluster embedded in global value chain update mechanism.