1. Executive summary
In recent years, the creative industries have 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:
Review the current business performance of Chinese animation industry
Indentify priority areas as emergying issues
Suggest areas for future research
Following interviews with a number of marketing practitioners, and review from published documents, the report introduce key market, drivers, and structure of Chinese animation industry. Cases are studied to
demonstrate business models and strategies from five overaching prority areas:
2.1 Creative industries and animation
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 different cultures, playing an important role in the world economy (2008-2009 annual report). The phrase
creative industries are often defined as those that focus on creating and exploiting intellectual property products; such as music, books, film, and games, or providing business-to-business creative services such as advertising, public relations and direct marketing. (Source: en.wikipeadia.org/wiki/creative_industries). As one of the representatives of creative industry, the animation industry experiences rapid development. In Europe and the
U.S., the animation industry becomes one of the pillar industries, worth more than 10 billion USD annually (2008-2009 annual report). Typical products include TV animation, movies and related character products.
Game is also animation related industry and share common feature with animation industry, with the products ranging from PC games, console to internet and mobile games.
The growth of animation industry can generally be divided into five phases. Phase One (1910-1930) is the early exploration stage of the technology. Phase Two (1930-1950) is the early development stage for animation movies with the introduction of the first animation movie ‘Snow White’ by the Disney company. The individual frames of a traditionally animated film are photographs of drawings. Phase Three (1950-1970) is the first booming period for animation industry, leading by the Disney company who expanded operations, moving into live-action features, television, and theme parks. Full animation technology was adopted widely, meaning the process of producing high-quality traditionally animated films by regularly using detailed drawings and