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A study on current business performance of Chinese animation industry

Zheng Liu*(Ph.D student) Institute for Manufacturing, University of Cambridge, 17 Charles Babbage Road, CB3 0FS, UK zl230@cam.ac.uk

Yongjiang Shi Institute for Manufacturing, University of Cambridge, 17 Charles Babbage Road, CB3 0FS, UK ys@eng.cam.ac.uk

Abstract

As IT infrastructure keeps growing, the digital entertainment, cultural and creative industries including

animation and games are becoming global industries that promote communication and exchanges between d i f f e r e n t c u l t u r e s , p l a y i n g a n i m p o r t a n t r o l e i n t h e w o r l d e c o n o m y . I n r e c e n t y e a r s , t h e c r e a t i v e i n d u s t r i e s h a v e

gown increasingly more important, which have attracted interest from management research. The emergence of

Chinese animation practice with government supporting programs and the ever-increasing complexity of internet game have called for better understanding of this indsutry from a specific country perspective. The objectives of this report is to:

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    Review the current business performance of Chinese animation industry

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    Indentify priority areas as emergying issues

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    Suggest areas for future research

Following interviews with a number of marketing practitioners, and review from published documents, this paper introduce key products, market, development trend, drivering forces, and structure of Chinese animation industry. Baced on industrial observation, five overaching prority areas which include clusters, outsourcing,

licensing, networking, internationlisation are highlighted. These factors were found predominent in the current

stage of Chinese animation industry. In each topic, one case was provided for a better understanding from

business practice perspective. In the near future, clusters will remain as a management model and infrastructure

support for Chinese animation companies, especially SMEs. More and more outsourcing compaines are looking for ways to upgrade to OEMs which own brand and can develop character business. International collaboration also starts in some large companies in China. For further research and study, some potential areas are also proposed.

Key words: creative industry, Chinese creative industry

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