The Analysis On Using Catch-down Innovation Strategy On Animation Industry In China

Animation industry appeared in the early 20 th century,it is an important part of the creative and cultural industries.Animation industry is based on creativity as the core,using animation and comic forms,including product development,production,publishing,broadcasting,production and sales and operating performance of direct products,such as cartoon books,newspapers,movies,TV programs,audio and video products and stage plays and new varieties of cartoon animation based on the modern information and communication technologies.It also includes other related derivative products,such as clothing,toys,food,video games,theme parks,fairs,virtual spokesperson and so on.Today,the animation industry has become an important part of the national economy and our soft power of culture because of its huge industrial structure and diversified earnings mechanism.Nowadays,the international animation market is headed by America and Japan,and international division of labor cooperation has also become more and more obvious.Our animation industry is still in the early development stage now,and we can only “produce” anime products which is the low level of the value chain of animation industry,so that we show out our character of “OEM” clearly,our anime products can't get into the market because their strong homogeneity.So the situation is not optimistic.In this paper,we analysed and evaluated the present situation of our animation industry,put forward Catch-down innovation strategy of our animation industry and the path of how to achieve it,pointed out the way to build the industry chain,establish heterogeneous market,and to make the Catch-down innovation strategy achieved.Then,through empirical analysis,we studied the new path,and proved that the new media and new path can achieve the Catch-down innovation strategy of our animation industry much better than the old ones.It can help us establish our heterogeneous market,effectively prevent the invasion of foreign animation industry.This paper aims to put forward a new method of animation industry development in our country,the new way of building a new industrial chain of animation industry in China,proposes the new mode of operation to change our own animation industry embarrassing situation,to provide a new path for the revitalization of our animation industry.