National support policies have aroused the enthusiasm of all localities and industries, and the road and mode of industrial development have once again attracted attention. The first is the "enclosure movement". In some areas, regardless of the current situation of local economy and cultural industries, they simply "circle a piece of land, build a building and hang a brand". The government is very active and the enterprises are not optimistic. Animation industry is a cultural and creative industry, and it is a talent, capital and technology-intensive industry. Can not be carried out in accordance with the general economic development model. Let real estate open the way, or open the way for real estate, in fact, it ignores its own characteristics. Second, the exhibition is hot. Only during the National Day this year, more than a dozen cities held animation exhibitions. Although it is of universal significance, some exhibitions are thin and lack of characteristics, which makes the audience disappointed. The problems in these two cases are mainly the lack of uniqueness, basic conditions and risk estimation of industrial development, which is bound to be difficult to last and achieve practical results.
In the fierce international competition, it is indeed very important for the government and policies to support the development of cultural industries, but the premise is to fully respect the laws of market economy and correctly handle the relationship between the market and the government. The government should play a role of promotion and guidance, and enterprises and markets should play a leading role. The industry that enterprises can do does not do it, and the government that industries can do it does not do it; What local governments can do, the central government does not. On the other hand, the government should do what enterprises and industries can't do. Let the market and the government be in place without being offside. In the development of animation, because the profit needs to face the national market or even the international market, the national macro-policy and the overall market environment are the most important. It is necessary to make overall plans and coordinate, break down the barriers of systems, industries and regions, form an orderly competitive industrial pattern, and do not balance departments and regions. Secondly, local governments can rely on the advantages of local industrial resources to create a good investment environment, attract and support the development of enterprises.
Build a mutually supportive animation industry chain to encourage and support originality.
Document No.32 defines the animation industry as an industry with "creativity" as the core and animation and comics as the forms of expression, including the development, production, publication, broadcasting, performance and sales of animation direct products such as animation books, newspapers, movies, television, audio-visual products, stage plays and new animation varieties based on modern information communication technology, as well as the production and operation of derivative products such as clothing, toys and electronic games related to animation images. Visible, animation products as a cultural product, there are many carriers or performance platforms. Generally speaking, the animation industry chain has four links: comics (books, newspapers and periodicals), animation (movies, television, audio-visual products), stage plays and online animation. Animation creation is the foundation of the industry, film and television animation is the main body of the industry, animation stage play is the extension and promotion of the industry, and online animation is the vanguard of the industry, which has the function of pulling and integrating. In addition, there are games, toys and other peripheral products development. These links are interdependent and mutually pulling. After decades of development, countries such as the United States and Japan have formed a complete industrial chain. Due to the late development, cognitive problems, administrative division and other reasons, the animation industry in China has not yet formed a complete and good industrial chain and faces many difficulties.
Supporting originality should first support comic creation. International experience shows that cartoon is the source of animation image and the touchstone of animation success or failure. However, China has not paid enough attention to this. An animation investment shows that 95% of the funds are invested in animation, and other links are obviously insufficient. At the symposium on comic creation and industrial development held by the Ministry of Culture in Beijing in September this year, experts, scholars and comic circles agreed that we should attach importance to the basic role of comics in the animation industry chain, solve the bottleneck problem of serious shortage of comic periodicals as soon as possible, and create a market environment for the growth of cartoonists; Strengthen the proportion of animation education in talent training and improve the cultural and artistic literacy of employees; Increase the investment of state funds in the creation and promotion of comics, support several leading enterprises in the comic industry, consolidate the original foundation, and change the phenomenon of "moving" instead of "spreading", emphasizing "moving" but neglecting "spreading"; Improve the production quality and broadcast price of TV cartoons; Mobilize famous directors and producers to join in, concentrate superior forces to make a breakthrough in the production and distribution of animated films, and enhance the popularity and confidence of China animation; Vigorously support the development of online animation and expand industrial space.
What are the standards for testing animation strength and force? It is the production and dissemination of a large number of excellent original products. This is the focus of the use of funds. Therefore, in the process of operation, China should establish an operation mechanism that can stimulate creative R&D, communication, technological progress and personnel training, so as to cultivate leading enterprises, promote industrial agglomeration, promote the organic integration of Industry-University-Research, and give full play to the policy pulling role of limited financial funds. 5 to 10, focusing on supporting about 200 original animation projects, including various themes and varieties. These projects can be declared by enterprises independently, the establishment mechanism of expert consultation and government decision-making, and the preparation and evaluation system of project budget. After being demonstrated by experts and approved by the joint meeting, they can be supported by financial funds for their development and marketing. In the cultivation of academic talents, the market mainly plays a role. The central financial funds appropriately support the development of teaching materials and teacher training, encourage and support enterprises to cultivate creative teams and backbone forces, and organize training and seminars for high-end talents at home and abroad. In short, all forces and links should be focused on the central service of enterprise originality, and the benefits of national policies should be implemented in original enterprises and products.
Treat the relationship between the nation and the world scientifically, and realize the subjectivity of the national culture in the process of opening and communication.
At present, according to their respective management responsibilities, the relevant state departments have approved the establishment of more than 20 animation-related bases, including park-based and enterprise-based bases. Some have initially formed a system and environment to support industrial development, which has played a positive role in promoting the development of animation industry. According to the national animation industry base that enjoys the national animation industry policy, the way of local self-construction and national recognition is adopted, and the qualified joint meeting can recognize that heroes are regarded as political achievements. In the construction, priority should be given to the combination with the construction of high-tech development zones, software parks and cultural industry bases, and the existing policies, technologies, services and places should be fully utilized. It integrates talent education and training, technology research and development and service, intensive development of leading enterprises, incubation of small and medium-sized enterprises and international economic and technological cooperation. Central financial funds should not and cannot be invested too much in base construction, which is mainly used to support the construction of public technology platforms. It should be noted that the base of policy support is only the product of industrial development to a certain stage. Special policy support is needed in the early stage to promote the development of the industry. After a period of time, the enterprise has grown stronger and the industry has matured, so it is necessary to break the barrier and compete on an equal footing in the market. Therefore, the base is temporary and the enterprise is long-term.
The core of policy measures to develop animation industry is to improve the original level and enhance the ability of independent and benign development of animation industry in China. We should support and advocate the animation industry to take the original road of combining national style with the characteristics of the times, and build an animation brand with the image of China. To correctly handle the relationship between originality and import, the standard is whether it is conducive to the healthy development of China's animation industry, so that supporting originality and international cultural exchanges and cooperation complement each other. We should actively introduce foreign excellent animation works, expand market share, improve public consumption and appreciation interest, and learn from their development experience. Treat excellent animation products from all over the world with an open mind, and selectively introduce a number of animation products representing other countries to enrich the animation varieties and categories in China. At the same time, strengthen the review of imported animation products, ensure the positive and healthy content, and ensure the safety of China's cultural industry. Please come in and go out, establish and improve the overseas service support system of animation industry, support China animation enterprises to explore overseas markets, organize international talent training and exchange, cultivate high-end creative talents, and realize the subjectivity of Chinese national culture in international exchanges, cooperation and competition.