Situation Of Chinese Animation Industrial And Development Strategies Analysis

The 21st century is the century of transition, and the world goes into the time of knowledge and teleology. The animation industry and cultural industry became a rising star, and play an important role in the process of economic globalization. They have a bright future. Animation industry is known as the "sunrise industry", and "the 21st century smokeless industry."United States, Japan and other developed countries pay great attention to the development of animation industry. Animation industry has become a pillar of cultural industries in these two countries, which is also an important pillar of economy. Animation industry created more values than steel industries, which has become the third largest industry. Animation industry in America has become the sixth largest industry. As part of the world animation industry, animation in China is blooming these years, and became an important part of culture industry. After almost 10 years of rapid development, it has made some achievements, but it is facing enormous challenges.After rapid development in decades, animation industry has a bright future in development and marketing, but it is facing enormous challenges. As a result, how to shorten the gap of animation industry between China and other foreign country became an important question. We need to improve our competitiveness in our animation industry, and promote the development of domestic animation industry. In this paper, I refer the development of Disney’s animation company, and try to find out a way for our animation industry.This paper has six parts. In chapter one, I proposed the research background, topic and meaning. I also proposed the relative literature and research methodology. The second chapter introduced the general situation of animation industry in the United States, Japan and China. The third chapter introduced the current situation of animation industry in China from the macro environment, strength, opportunity and threaten. Chapter four analyzed the problem and solution of Chinese animation industry. The fifth chapter stated the sample of Walt Disney Company. Analyzed the developing strategy of its success, and summarized problem and solution. Chapter six is the conclusion, which proposed ideas and prospects for development of animation industry in China.