Research On Development Strategy Of Animation IP Based On Value Chain

With the tide of rapid development of cultural globalization,it's very important for the social and economic development of a country to vigorously develop the cultural industry,the animation industry has become a new growth point of national economic development,and the future potential of animation IP as a new development direction of the animation industry is immeasurable.However,there are many problems in the development of animation IP in China such as the lack of original content,serious piracy and plagiarism,fault in subsequent development.There are also many deficiencies in the development of animation IP value chain.Animation IP value chain is not complete,and each link of the value chain is not closely connected or even missing.Based on the research of the animation IP value chain,this thesis constructs the development model of animation IP value chain for the Chinese animation enterprises.It researches the upstream link,midstream link,downstream link and consumer link of the animation IP value chain from the view of internal value chain and external value chain:a)Research of basic link of animation IP internal value chain based on the original content,animation communication and distribution,image authorization,development of derivative products and customer,etc.b)Research of support link of animation IP external value chain based on the marketing,government policy support,capital financing,education talent,marketing environment,etc.There are following deficiencies in the development of Chinese animation industry through the research: the lack of upstream content,the break of the midstream link,the incomplete development of the downstream link.Therefore,the internal and external value chain should be organically combined to enhance the connection among the upstream link,midstream link and downstream link,so as to better support the development of the entire animation IP value chain.At present,Chinese animation enterprises should focus on building international cartoon brand and establishing strong and complete animation IP value chain,ensure that the original content of upstream link is rich and colorful with development potential,do well in marketing section of midstream link such as communication and distribution,do well in the property protection and development of derivative products of downstream link.The three parts should complement each other and develop in a coordinated manner so as to form a virtuous cycle of animation IP value chain.This thesis uses the value chain analysis to analyze the upstream link,midstream link and downstream link of the AF animation IP by using the internal value chain – basic link and external value chain – support link,puts forward the strategic target,gives advice of strategic measures and safeguard measures based on the animation IP development of value chain,and presents predictable results for the development of AF company by using data analysis method and linear regression straight-line equation(TREND function).The research mentioned above provides support for the research on the development of Chinese animation IP value chain and also provides good case materials for the development of China's cultural and creative industry.