Use the knowledge of the tertiary industry to answer the economic significance of accelerating the development of the animation industry

I. Animation and cartoon commodities, a sign of industrialization

Animation and cartoon are commodities, with economic value and economic benefits. The reason why China's animation industry lags behind, a key factor lies in the publishing industry's weak industrial awareness. The foreign publishing industry operates as a market-oriented business, aiming at maximizing profits. Whether animated films, or comic books, are commodities, investment in animation can get high profits. The domestic publishing industry and animation industry has long been under the consciousness of planned economy. The purpose of making animated films is mainly for social benefits, spreading traditional Chinese culture to children and teenagers.

Cartoons and animation are both imaginative cultural vehicles. Every cartoon and every thin comic book expresses the author's understanding of society and the world, and embodies the cultural values and cultural spirit of a certain country or region. Because of this, animation has a strong educational function. Emphasizing the educational function of animation is the inevitable responsibility of Chinese animation. The final realization of the cultural and educational function of animation depends on the industrialization process of the whole animation industry. The value of animation is not only embodied in the broadcasting of cartoons and the distribution of comic books, but also in the development of her image into books, VCD audiovisual products, etc., and in the development of children's favorite clothing, shoes, hats, toys, stationery and other peripheral products. Animation is the most industrialized sign of the industry.

Two, the development of China's animation status quo

China's animation industry has not yet formed a real industrialization. Examining the current situation of China's animation, the long-term strategy of domestic enterprises is often blocked by short-term behavior, the production of animated cartoons and publishers of comic books are no exception. Take the famous brand image of a certain domestic animation as an example. When this animation became a brand image, many enterprises recognized its brand effect and invested a lot of financial and human resources. A children's periodical continues to serialize it, a publishing house also continues to publish comic books, and an enterprise that produces cartoons continues to shoot cartoons. At first glance, it seems to operate in the same way as in developed countries, but upon closer analysis, the drawing and production are crude, and the image created afterward is surprisingly unrelated to the original animated image. These behaviors are serious damage to the brand. Creating a brand requires patience and seriousness, it is impossible to achieve overnight, it needs a long time to cultivate, and even need the efforts of several generations, and more need to cooperate between the industry.

In China, on the one hand, domestic cartoons are low-cost recycling, lack of market; on the other hand, foreign cartoon makers in order to occupy the Chinese market, low-priced dumping of their own cartoons, not only to occupy the Chinese market, but also back to a considerable amount of money. Such a strange circle of industry, seriously restricting the development of China's animated films.

Foreign animation is a huge industry, with huge intangible assets, and in constant change. And pay attention to the law of cartoon production. Like Japan's animation filming, has a good grasp of the market in advance. Animation is a big project, need big investment. There must be a rigorous market research before investment. In Japan, cartoons are first serialized in periodicals, if popular, let the author continue to draw, and provide high remuneration, if the serialized works are very popular, it is time to publish a book; if the book sales are good, the cartoon makers and publishers to start filming animated cartoon negotiations. From this, we can see that the start of an animated film, there is a whole set of market research, the process of expansion.

Three, the significance of creating a cartoon image brand

A. Creating our own cartoon image has a cultural significance

China's culture is profound and deep, and there are successful examples of cartoon images, such as the Monkey King, the black cat sheriff, the Hulu Brothers and so on, but even the most recent Hulu Brothers is more than ten years ago. Due to the lack of commercial operation, its influence is far less than the foreign brand cartoon image.

If we create a cartoon image that can be popular in the world, our culture will, naturally, also have an impact in the world through the circulation of cartoon images. Currently, the more successful cartoon images include the blue cat and so on.

B. High returns

Because of the creation of the cartoon image brand, no imitation, pricing can be higher than similar products. Pricing is high and returns are naturally high. The formation of a brand takes time to pile up and requires patience on the part of the producer.

Qingdao Beer has always been a favorite brand of the masses in China, but for various reasons, it was once replaced by the emerging Yanjing Beer as a representative of some brands. Like Yanjing beer has surpassed Tsingtao in terms of production. Recently, Tsingtao Beer has launched refreshing beer at a discounted price of $3 per bottle in Beijing and other places on the grounds of the centennial celebration as a hype concept. According to the friends I know, the vast majority of them choose Tsingtao beer over Yanjing beer when they choose beer in restaurants. In fact, Yanjing Beer also costs 3 yuan a bottle and was the first to create a refreshing beer. 3 yuan for 3 yuan, Tsingtao Beer is not cheaper than Yanjing Beer, and because it's a century-old brand, it's only possible to overpriced its beer to combat its rivals.

C. Beneficial to the education of children and teenagers

China's children's works emphasize education, which is not wrong. But children and teenagers are not interested in our didactic faces due to their own laws of psychological growth. You say your, he did his. And works with cartoon images, children readers obviously love, even if it is educational works, but also easy to be accepted by them. Like the United States "Sesame Street", in China to produce educational programs, by the readers of the welcome. Branded with cartoon images of word recognition, recognition of wall charts, etc., sales are significantly higher than the general sales of wall charts.

And then, for example, our parents are afraid of children's partiality, emphasizing that children need to eat vegetables, especially spinach, which contains more iron. The child doesn't buy it and avoids it when he can. But when the cartoon "Popeye" hit the airwaves, there was a plot in it. Popeye ate a lot of spinach to build up his strength. Since the child loved the character of Popeye while watching the cartoon and wanted to be Popeye, he took the initiative to eat spinach.

When we parents and educators are racking our brains and can't think of a way to get our children to accept the advice, the cartoon character's every move is often an easy solution to a difficult problem.

D. High added value in the market

The biggest advantage of the cartoon image brand is its high added value. When the cartoon image becomes a brand, he can profit in the peripheral products through licensing.

The first level of market added value is to the media and other licenses, such as newspapers, periodicals, cartoons, film and television programs, on the one hand, it can provide these media with excellent images, on the one hand, it can expand the influence of the cartoon image brand.

The second level of market added value is to the authorization of general merchandise, like VCDs, games, T-shirts, stationery, schoolbags, toys and so on. Branding cartoon image on these items can increase the sales of these items. The creator of the cartoon image brand can naturally get the corresponding royalties in return. China's "blue cat naughty" is a better cartoon image brand, such as with the "blue cat naughty" image of the stationery, etc., to the same price sales, it is better than other stationery sales.

The third level is to authorize the creative agency. When the cartoon image becomes a real world brand, you can do advanced authorization. For example, the U.S. Warner to the Chinese Fine Arts Publishing Corporation authorized cartoon image "cat and mouse", in the terms of the authorization states that the Chinese Fine Arts Publishing Corporation to create a cartoon image of the cat and mouse for the book, the copyright belongs to the Warner company all. Warner can stop investing in "Cat and Mouse" and re-license "Cat and Mouse" books created by countries around the world to other countries.

Four, China's future development of animation

Currently in China, the link between animation and cartoon books is too loose to form a synergy. The reasons for this are manifold. The important reason is that publishers and TV stations, focusing only on short-term interests, lack of long-term planning, and fight on their own. In the process of industrialization of the cartoon industry, the publication of comic books is a key link. Comics themselves have a large market, but also an important source of scripts for animation. However, at present, there are problems such as market confusion and low profit in comic book publishing, which limit the enthusiasm of publishers in publishing animation books. And the second channel of individual booksellers with low discount strategy to occupy a considerable market, which is generally difficult for children's and young people's publishers. Therefore, high investment in animation needs to have a standardized market, only in the standardized market mechanism, high investment in comic books will have a return.

Comic book publishing and sales also need to introduce modern marketing operations. Publishers should be animation as a project for marketing operations, from market research, selection planning, capital investment, editing and publishing, distribution and publicity of all aspects of marketing co-ordination, meticulous planning, research on the characteristics of cartoons, to the market, and then with the animated cartoon, and animation market, to create the greatest benefits.

Of course, there are other ways or channels, the U.S. Disney Company, Warner is the first to shoot cartoons and then embark on the road to industrialization.

Animation is like a big tree. A big tree has many uses, some people need the fruit of the tree to eat; some people need the trunk to do furniture; some people need the leaves to extract a certain element, some people need the roots used to engage in the art of root carving ...... When this big tree of animation grows up, everyone in order to take what they need for a longer period of time, they will carefully cultivate this big tree, fertilize and water it so that This tree grows stronger and better. If China's animation is to develop, the publishing industry, animation industry and enterprise industry must join hands to develop and grow in the legalized market. Only when China's animation completes the industrialization of the whole industry, we can think that China's animation has really found its own way. At present, China National Fine Arts Publishing House has the largest number of cartoon publications in China, and is the leader of cartoon periodicals. The next step is to be the leader of cartoon publishing in China, and then the next step is to plan to create cartoon image brands under the existing advantages, and to be the leader of the cartoon industry. China Fine Arts Publishing General Association is willing and expects to cooperate with the cartoon counterparts, and together with everyone, actively develop and create the cartoon market, in order to promote the industrialization of China's cartoon to contribute their strength.