Animation design is to cultivate students' artistic beauty, rational thinking and creative appreciation ability through professional study of modern artistic concepts and practice of modern artistic ability; Can use three-dimensional animation software tools to create three-dimensional film and television animation art works, and can independently complete animation design, animation editing, animation creation and other creative tasks. Cultivate high-quality and professional talents in the field of film and television animation.
Animation industry has the following three characteristics: First, high investment, high profit and high risk. As a capital-intensive industry, there is a great demand for creativity and creation of animation images in the early stage. The source industry development of these industrial chains affects market share. Good creativity and animation image creation have artistic appeal and continuous impact, which can lock the eyes of consumers and obtain high profits. On the other hand, it will lose the market, and the initial investment will fall short, which poses a huge business risk. Second, it is closely integrated with science and technology and has a high demand for talents.
Animation &; Comic) is the product of the development of network and digital technology. The creation of animation works needs more technical support. At the same time, there is a great demand for comprehensive talents who knows both art and technology. In addition to the creative and technical talents in the early stage, the production and sales of derivative products in the later stage also need marketing planning talents and other related industry talents. Third, there are many derivative products and the marketing cycle is long. There are many derivative products in the animation industry. In order to obtain rich profits, the marketing cycle of the whole industry chain becomes longer.
As a branch of plastic arts, cartoon is deeply loved by people all over the world. From Mickey Mouse and Donald Duck in Disney's early days, from The Lion King adapted from Shakespeare's famous plays to The Paper Man and Toy Story of Pixar, from Saints with strong Japanese culture to Spirited Away admired by audiences all over the world, from classic hand-drawn animation in 1960s to Lotus Lantern with a lot of computer special effects, all these are vivid and vivid.
In recent years, with the increasing diversification of popular art and entertainment and the continuous innovation of digital special effects technology, animation culture has begun to prosper and leap, and new animation forms such as FLASH animation, 3D animation and holographic animation have emerged, which have become the mainstream cultural forms in different countries and regions. The animation industry, represented by comics, cartoons, games and multimedia content products, has rapidly improved its position in the global economy and has gradually become a pillar industry after the software industry. Until 20 13, it has become an important pillar industry in many developed countries. 2 1 century, animation industry will surely become one of the leading industries leading the overall development of the world knowledge economy.
1, buy domestic animation copyright. Take the Japanese government as a typical example. Japan's Ministry of Foreign Affairs used 2.4 billion yen of "cultural free aid" from "government development aid" to buy animation rights from animators, and provided these purchased animation rights to TV stations in developing countries free of charge, so that developing countries that cannot spend huge sums of money to buy broadcasting rights can also broadcast Japanese animation. But for these developing countries, this "free lunch" is only temporary. When they rely on Japanese animation products, this marketing strategy will be gradually implemented from free to low price and then to normal price.
2. Protect intellectual property rights. Intellectual property rights such as copyright and image right are the core competitiveness of animation industry. Only by giving strict legal protection to the creative achievements can we establish a profit return mechanism and fundamentally maintain the normal operation of the animation industry.
3. Promulgate and amend laws and regulations. The legal provisions not only clarify the industrial nature of the animation industry, but also provide a strong legal guarantee for its healthy development, and at the same time regulate and restrict some problems that are easy to occur in its industrial operation.
4. Conduct industry counseling. Some overseas countries provide industrial guidance to animation enterprises through official or semi-official institutions. In South Korea, institutions such as Cultural Content Promotion Institute, Fuchuan Comic Information Center, Seoul Animation Center and Korea Game Industry Development Institute all provide industry guidance for animation companies from creativity, production to distribution and sales.
5. Establish an industrial information service system. Under the background of globalization, massive and timely industrial information is a necessary condition for animation enterprises to stand out. The establishment of industrial information service system can consolidate industrial advantages and continuously promote industrial development.
6. Strengthen infrastructure construction. Overseas governments attach great importance to the construction of animation industry infrastructure. The Korean government has invested a lot of money to establish a comic book museum and a Korean animation studio; In order to provide a good hardware environment for the game industry, the Korean government spared no effort in network construction.
7. Build a platform for incubation, communication and cooperation. Under the background of market economy, it is an urgent task for the government to provide growth space for animation enterprises and help them improve their survival rate and market competitiveness. Therefore, it is very necessary for the government to build an industrial incubation platform for new animation enterprises. After the animation enterprises are hatched, they still need to "see the world through the storm" and grow up in practice, which requires the government to build a platform for exchanges and cooperation.
8. Establish research and training institutions. Animation industry is a new industry for most countries, and the government and industry generally lack a comprehensive understanding of this industry, especially the specific operation mode in industrial operation, which is still in the stage of learning and exploration. In order to avoid detours, some countries have set up corresponding research institutions to demonstrate the decisions of governments and industries and provide them with scientific and systematic reference opinions.
9, the animation industry to implement preferential tax policies. Preferential policies shall be implemented for animation script writing, animation training, image design, background design, animation design, film segmentation, animation production, shooting, line drawing, coloring, picture synthesis, dubbing, soundtrack, sound synthesis, editing, subtitle production, compression transcoding (for network animation and mobile phone animation format adaptation) and other services provided by animation enterprises for animation product development.
The development of animation industry in China started relatively early and has a long history, but it is still in the primary stage. From the 1920s to 2 1 century, there was a glorious page in history, but it didn't appear in front of us in the form of industrial development. The development of China animation can be traced back to the 1920s, and it has been some time now.
After several years of pains after the planned economy system was broken in 2000, the market mechanism in China gradually became active, and the animation in China gradually appeared a delightful ecology, and the animation in China finally ushered in the spring of development. First, with the further rise of China's economy and the deepening of reform and opening-up, some original concepts have been broken one by one, which makes China's animation have a relatively relaxed creative environment and market operation space, thus promoting the rapid development of the entire animation industry in China.
With the further deepening of domestic reform and opening up, the economy has developed to a certain level, and it is urgent to upgrade industries and change the original mode of economic growth. Therefore, in the process of development, the national policies are gradually tilted towards some cultures and other emerging industries, which has greatly promoted the development of domestic animation in China. Secondly, with the further opening of China market, the communication with foreign countries has been further strengthened, and some conservative ideas have been greatly updated, so that the shadow of the whole animation industry has emerged faintly and gradually become clear.
China has a vast animation market, and the development plans of animation industry in various places are in full swing, creating their own "animation capital" in succession. Beijing began to focus on building a world-class animation industry center; Shanghai, Guangzhou and Fuzhou have initially formed an industrial chain mainly consisting of online games, animation, mobile games, stand-alone computers and games. All this directly led to the domestic animation market.
Corresponding to the digital industrial prosperity, various animation festivals, animation exhibitions and animation events were active in 2007. It is held almost every month. In addition to Hangzhou, Guangzhou, Shanghai, Hong Kong, Beijing, Hefei, Wuhan, Ningbo and other emerging cities, the animation industry developed earlier. In terms of exhibition content, we also pay more attention to quality and content. It is no longer a simple collection of "COSPLAY+ peripheral commodity sales", and it has reached a peak in breadth and depth.
Animation products themselves have a huge market space, and the derivative products of animation products have a bigger market space. The annual sales of children's food in China is about 35 billion yuan, toys are about 20 billion yuan, children's clothing is more than 90 billion yuan, children's audio-visual products and various children's publications are10 billion yuan ... To some extent, the future development and marketing of these industries depends on the driving role of animation, a new industry. By analogy, the animation industry in China will have a huge development space, and its output value will exceed 1000 billion yuan.
The global financial crisis in 2008 has affected all walks of life, and the growing animation industry in China has also been affected. In China, the original animation industry is limited by capital, and the orders for outsourcing processing business are declining. When there was a crisis, it forced the animation industry in China to start turbulence, and even faced a reshuffle. However, there are also opportunities hidden in this danger. The government will focus on supporting leading enterprises, do a good job in animation industry planning and animation platform construction, carry out original support, cultivate professional high-end talents who know originality and marketing, further promote international exchanges and purify the market environment.
At the end of 2009, the Ministry of Culture successively issued "Several Opinions on Supporting the Development of China's Animation Industry" and "Original Animation Support Plan of the Ministry of Culture (2009)"; The Ministry of Finance and State Taxation Administration of The People's Republic of China issued the Notice on Supporting the Relevant Tax Policies of Animation Industry, and announced a series of preferential tax policies. The state has also set up a special fund for the development of children's fine products and domestic animation. In September 2009, the State Council promulgated the "Cultural Industry Revitalization Plan", which listed the animation industry as one of the key cultural industries for the first time. China animation industry is facing unprecedented opportunities for development.