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Blue Book of Animation & Comics Industry: China Animation & Comics Industry Development Report(2015) is the annual report on Chinese animation & comics industry; it is chiefly led by Beijing Film Academy Chinese Animation Research Institute and Beijing Film Academy Modern Creative Media College and written by lots of experts at home and overseas. It has been continuously published five annual books till now, witnessed and promoted the sustained development of Chinese animation & comics. Since its publication, it has attracted wide attentions with its bountiful, credible data and objective views. It is introduced and reported by almost all the domestic mainstream media, and spreads widely in the animation & comics and related communities. The book sales and brand influence has been highly raised.

Blue Book of Animation & Comics Industry: China Animation & Comics Industry Development Report(2015) still use the inherent theoretic study frame, in other words, it accurately grasps its current development environment through macro, medium and micro levels analysis. As well as analyzes the annual Chinese animation & comics development situation in various aspects, it also conducts scientific analysis and prediction judgment on Chinese animation & comics industry. As far as the structure is concerned, this book can be divided into general report, industry report, development strategy, artistic creation, brand operation, education & research, international report, case study and so on. All these sections make deep and thorough analysis on the general and details, hot issues of Chinese animation & comics industry of this year.

General report is the essential part of the book. According to the general report, animation & comics industry, as the new strategic industry based on industry integration, owns the typical characteristics such as pilot, growth and spreading and plays more and more important leading role in economic, social and cultural development. During the year 2014, China animation & comics industry speeding up the pace of innovation, state-owned and private bodies, traditional and new media have been preliminary integrated, business forms have been multiplied, more and more products types, higher qualities, market activation and industry potentials have been further released. The whole industry has stepped into the critical stage of structure adjustment, industrial integration, transformation and upgrading. With its strong design power and brand copyright value, China animation & comics industry has been gradually integrating into national economy systemic circulation and playing a key role in pushing forward the integration of cultural innovation industry and relative industries, supporting culture industry tends to become a pillar industry of national economy. The general reports indicates that, as our country’s strategy of promoting cultural industry as the national economy pillar industry gradually falls to the ground, and the stronger force of internet driving to the development of animation & comics industry, China’s animation & comics industry is entering the new age, which means, internet as the core, multi-forms, multi-media, cross-industry integration development, animation & comics plus Internet plus the integration development of related industries will surely make fundamental changes in the future of the animation & comics industry pattern. Therefore, we need to rely on implement of innovation driving development strategy, strive to improve the quality and efficiency of industry development, realize the efficiency and quality and benefit sustainable development of Chinese animation & comics industry quality.

Animation & comics industry is a rapidly developing new cultural creative industry; it is a multi-industry, cross-disciplinary industry. However, now China’s study on this area is far from enough, especially on the theoretical summary and leading guidance. Blue Book of Animation & Comics Industry is dedicated to uncover the basic rules of animation & comics industry and Chinese animation & comics industry development; it provides intellectual support to China’s animation & comics development. This book collects lots of newest ideas and opinions, puts forward the continuous theoretical exploration on animation & comics industry and animation & comics marketing, therefore it has certain theoretical innovation significance. It has significant reference value for government departments, animation & comics creation, dissemination and operation mechanism as well as the base and related service agencies; in addition, it is a very valuable reference book to college teachers and students and researchers who major in animation & comics.