Competitive Analysis Of Jiangxi Province Animation Industry

Animation industry is different from the traditional industries, it is a set of upstream business animation creation and production, midstream and downstream businesses play animation-related derivative products development and marketing of animation industry chain. Among them, the animation creation and production are leveraging the core of the animation industry chain, the highest part of value chain is the upstream animation production which is closely related to derivative design and promotion. The level of economic and cultural consumption differs much in China, there is a big difference in the animation industry competitiveness among provinces. Taking Jiangxi Province as the research object with Michael Porter's diamond model ? six elements as the theoretical basis, build evaluation system of 3 competitiveness parts of the resources element competitiveness, management competitiveness and industrial environment competitiveness, as well as 32 competitiveness. And use factor analysis method to analyses the competitiveness of the animation industry in Jiangxi.It is found that the number of film and television animation and animation works and the number of enterprises in Jiangxi Province need to be increased, low corporation R & D investment and other issues led that the animation industry in the core of the production chain is behind the national average. Throughout the development of China's animation industry, beginning from 2004, the number of animation products, especially film and television animation showed an upward trend with the increase of the number of animation companies in 2011, the focus of the overall marke shifted from increase on the number of film and television animation to the improvement of the quality of film and television animation, animation movie with box office of billions of dollars began to emerge. Although the overall trend of Chinese animation market is to enhance the quality and content of animation works, according to the animation industry development status, according to the competitiveness of Jiangxi, the primary task of the province is to increase the number of film and television animation, and enhance the strength of enterprises, quantity will bring about a qualitative change. Based on the current situation in Jiangxi animation industry development and competitiveness of empirical analysis, this paper proposes the following seven policy recommendations: Developing and digging independent IP(intellectual property), cultivating core values of animation production resources, creating unique animation brand; integration of resources, to improve the quantity and quality of anime Jiangxi imminent, especially in the number of television movies and animated movies; adjust the structure of animation talent, build the core team of animation talent; actively cultivate animation companies competitive; the development of a distinctive derivatives; improve the construction of animation industry chain, to build a sound animation industry chain; to build a platform to promote the development of industrial clusters.