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1、 Analysis on the development of Chinese animation industryAbstract:Chinese animation industry on the surface, it seems that the situation is excellent, but, as the animation industry development and mature symbol of the animation industry chain has not been formed, there is a wide range of influence
2、 of the original work is still very little. Cause of this situation: video player system of monopoly position remains unchanged; lack of original animation; industry operations, useless; blind development of derivative products market and so on. Chinas animation industry to solve these problems, Chi
3、nas animation industry chain need to be integrated.Key words: Chinese animation; development situation; reasonIntroduction:On April 20, 2004, the State Administration of radio, film and television to develop on the development of Chinas film and television animation industry a number of opinions iss
4、ued, the local government positive action, have introduced preferential policies related to the development of the local district, the animation industry. A large number of the emergence of a large number of animation base, animation, animation festival,Animation Forum, Anime Fair, and so forth, the
5、 emergence of a large number of animation production companies, as well as the formation of a large number of animation wave. Animation as a new economic growth has also been all over the hopes, animation in a piece of great leap forward the excellent situation, the emergence of a fine, especially i
6、n the central television broadcast such as journey to the west, the adventures of little carp Jingwei the rainbow blue rabbit seven chivalrous biography the Sanmao roams about Records time boy the legend of Nezha the kid the magic teenager, pig man Martial Arts 2008 and so on. But the animation is f
7、ine, but does not mean that the animation industry as a leading animation has been formed. Animation industry is its own rules of operation, it is by the cartoon, cartoon Planning - Animation - video playback of animation derivative products marketing its five major industrial chain organic unifies
8、in together, mutual cooperation, mutual cooperation, complement each other, a virtuous circle together to improve the organic link. It is not difficult to see that Chinas current animation industry chain is still missing broken chain. The animation level, the downturn in the market reaction pale mak
9、e people confused, but also allow people to return to reason, sparked thinking.In August 2008, SARFT deputy editor in chief, director of the development research center of, radio and television blue book editor in chief Huang Yong introduced the research of China Radio, film and Television Developme
10、nt Report 2008 written work, released the main contents of the annual report wrote: in 2007, the country produced a total of 186 section 101 614 minutes of completing the domestic television cartoon, respectively than in 2006 increased by 50% and 23.43%, making a total of completed animation film 6.
11、 In February 2008, mentioned in the proposal of Central Committee of China Association for promoting democracy in the submitted to the meeting of the CPPCC National Committee of culture, the cultural industry of our country, especially in the animation industry, the management pattern, the prevalenc
12、e of bull management, unclear responsibilities and lack of coordination and unification. The proposal that the animation industry from the creation, broadcast, publishing to derivative products and so on each link, respectively by the State Administration of radio, film and television, press and pub
13、lishing administration, the Ministry of culture, State Administration for Industry and commerce, the Ministry of information industry, the Ministry of science and technology, the Ministry of education and other ministries cross management and responsibilities of the ministries and commissions of the
14、 State Council is not clear. Other according to incomplete statistics. Up to now, the construction of a total of more than 60 animation industry base, which base of national award is 42, respectively, by a number of ministries awarding. Seems to be booming, but the base investors turned real estate
15、developers, because the development model is similar and led to the base of the base to rob businesses and resource idle phenomenon is not uncommon. At present, animation industry related industry associations and many, but due to the government to take multiple management, registered in the company
16、 and works must to find competent business department at a higher level, so all kinds of animation industry association also because of the conflicting interests of various government departments become more complex and chaos, a variety of organization name, cover objects overlapping, the competent
17、authorities varied, lack of overall planning and confused. The bigger drawback is that Chinas Industry Association in the role of the emergence of a considerable positioning deviation. Most of the animation industry association is difficult to maintain its non - government, and even in the two gover
18、nment state, simply can not reflect the full service value for the enterprise, the direct result of the lack of credibility. Corporate identity can not be improved, industry associations will be rendered useless. Looking back from 2005 to 2008 this 3 years the development of Chinas animation industr
19、y, we found that the number of animation works increased, the amount of animation production increased, the cartoons are less, the influence of the animation brand is less. The two little more than two shows into animation works to the commodity is not enough. In recent years, through the television
20、 media popular cartoon made only blue cat, Nezha, rainbow cat, small carp for a few, the blue cat, rainbow cat and more derivative products and successfully and childrens drinks realizing binding. But in addition to the two the cat, brand promotion other images are few, the legend of Nezha fall from
21、 the sky a pig, Qin Shimingyue happy star cat, happy stuff and other excellent animation works of derivative product development is obviously insufficient. n addition to books, other product image authorized only simply stay in the cartoon image of the paste on different products, and did not realiz
22、e the cartoon animation name or by cartoon market driven the rise and prosperity of market of the products, promote sales market of animation, even if sales increase, but sales profits nor the reproduction of the real return to animation, animation and product distribution of win-win.Discussion and
23、Implications:a) the monopoly position of the film and television broadcasting system is still not changedVideo player system, also is the television and cinema, they hold the public resources in our country, for the company sent the animation works nitpicking, lower prices or even non payment, in ex
24、change for advertising time, the originally should belong to the business of television advertising department imposed in the animation production companies, animation production company in the filming of the animation at the same time should also be considered for the TV station to undertake advert
25、ising business. Theatrical film the situation is even more difficult to understand, film and animation playback and approved by the relevant departments, but pay cinema a large sum of money to ensure the broadcast film after loss or as compensation for loss of like animated film The soldier zhangga.
26、 So that the animation production company does not make the film does not lose, production on the deficit, broadcast more losses, unless you can get the strong support of corporate and bank funds. But banks and enterprises is to profit for the purpose of, the loss is not, then they only took a fancy
27、 to invest in cartoon the potential market prospect will invest, but the animation industry has broad unique eyes bankers and entrepreneurs and how much? only to break the monopoly of television and cinema of unify the whole country, new alternative paths, animation companies may have a new way. Tra
28、ditional film and television media in the 5 years ago, the influence is still quite large, but now it is greatly reduced. The emergence of new media such as digital TV, Internet, mobile TV, IPTV, and so on, provides a new way for the spread of the cartoon brand. Like bean frogs, Kaka, unlucky ghost
29、Debao and image via the Internet and mobile phones gradually emerge, making spread by network have effects animation companies to develop more vivid animation products add enthusiasm, also makes the animation production company in the difficult situation to see some hope. Also, the film and televisi
30、on broadcast system into the real market, and may be able to take the initiative with the animation production company, in the animation industry chain to develop and improve, the starting point of Chinas animation industry will really start. (b) original deficiencySince the reform and opening up, b
31、ecause of our countrys animation is in the beginning stage, and at this time the domestic labor price is relative to the foreign economy, animation production companys main business is mainly on behalf of the processing. Undeniable, in the generation of machining process, animation company training
32、a large number of animation production personnel, it is particularly worth mentioning is the application of new computer technology, breaking the traditional Ching Ching, a celluloid film shooting, using direct currentBrain shooting, computer graphics, computer graphics, computer graphics, and so on
33、, greatly accelerate the speed of the production of animation. In this environment, growing up gradually in the our country animation workers, they in thinking about the status quo of Chinas animation. More and more of Chinas animation industry lags far behind Japan, the United States and other anxi
34、ety, in exploring the road of developing Chinas animation of development and the future and destiny. At present, the overall level of Chinas animation creation team is not high is an indisputable fact, the image of the original work of the lack of freshness and impact, the story does not attract peo
35、ple and other issues, resulting in the spread of limited. In the process of the creation of the product, the product of the elements of indifference, but also directly led to the difficulty of product development. To CCTV and Shanghai animation film studio production broadcast domestic animation as
36、an example, derivative products are only limited to books and audiovisual products, other types of products and it was hard to see.From the choice of subject matter, like Sparkling Red Star xiaobingzhangga the red theme works, at the beginning of the creation may simply does not take into account th
37、e derivative product development problems. And the creation of animation in China still remain in the traditional myths, legends and stories of adaptation, of the romance of classical literary works, or is Wulitou Comedy on, reflecting the animation scriptwriter on the topic, lack of innovation, the
38、re is a widespread eating ancestors never end phenomenon. In reality, the original theme of science fiction is less and less, the market sales of relatively popular comics into cartoon is less, only CCTV animation will be the end of the last century China Youth comic author Yao Feila created comic d
39、ream changed into the eponymous cartoon, but in the five years after it was completed and aired, and for the year in hot pursuit of the readers, they already grew up, on the dream also have a new understanding, and now seen the cartoon audience and the original is not familiar with, the result is no
40、t reached and obsession of heat in the past, not attracted many viewers. Success in this regard only in 1998 by the Shanghai animation film studio animated I mad song. At the time of writing this work, the author makes a thorough investigation and study of the animation market. At that time, Japan a
41、nd South Koreas animation accounted for the absolute market share in China, and the middle school students and teenagers to new songs especially Hong Kong singer sought to frenzied obsession, from the heart of South Korea and Hong Kong Youth pies, hair is a kind of intimacy, so the authors of Shangh
42、ai animation film studio just grab the mentality of young people, to create a suitable was done in one vigorous effort to young students to watch cartoons my song, has achieved great success in the market, the relative derivative products also came into being, the name of the drama, books, printed w
43、ith by the majority of young people welcome to my song the image of the mad cards, stationery, clothing, jewelry and so on. In contrast, now like this caused a sensation of the animated film almost invisible. The State Administration of radio, film and television, deputy chief editor of Jin Delong i
44、n the bulletin of the 2007 national animation industry development, a fierce speech caused no small shock: a large number of domestic animation, the protagonist would be three people - history is hard-working, studious, myth is in addition to violence Anliang, punishing evil and promoting good, educ
45、ation is dull preaching. Character pattern too serious, low level repetition and content of fabrications, advocating spoof, subversion classics, such as white dragon horse with a revolver, pig is a romantic guy, sand monk into the quicksand of laid-off workers, Qin Shi Huang in Faust, egged on by wa
46、ging war, Li Bai turned the test fail punks. Why now the domestic animation will be so and real life out of touch? Here is undeniable that a quick thought in the haunt. The authors did not in-depth understanding of the audiences heart, not the thorough investigation and study of realistic animation
47、market, the creator of lost animation nature, that is face is many viewers of ordinary and universal of, not to concern the audience really need what kind of spiritual food, not to study the market really need what kind of animation, not to study the shoot animation in the end is to see what the. Ad
48、aptation of the existing story, the existing idiom, the existing myth, the existing legend, relatively easy to get the leadership of the affirmation and praise, and the reality of the work is easy to touch the reality and cause a lot of controversy. No matter what kind of works, the author believes
49、that we should meet the needs of modern peoples appreciation. That is to say, an era is an era of popular, an era is an era, an era is an era, an era is an era of public psychology and adaptations to modern consciousness, like myth cartoon Jingwei adapted accord with such a request. It is the use of modern concepts and theories to interpret ancient times a Millennium legend of, whether it is language and norms of behavior, or the plot of the story of ups and downs, can ma
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