SWOT Matrix Analysis on the Competiveness of Chinese Animation Industry

The animation industry in China is ushering a most beneficial development opportunity under the support of national policies, and it has been hailed as the most potential industry in the 21st century. The theoretical research on animation industry is increasing and becoming mature continuously with the industry's development. But the theoretical research on animation industry in China is relatively weak on the whole, especially the study on the international competiveness of Chinese animation industry is lagged far behind by the development of that industry. This paper firstly analyzes the macro-environment of animation industry with PEST method, on this base it analyzes the micro competition environment with SWOT matrix to find out the strengths and weaknesses that Chinese animation industry owns and the opportunities and threats that it faces. At last, by comparing the animation industry in China with that in America and Japan, this paper puts forward the competitiveness that Chinese animation industry possesses and hopes to lay foundation for the formulation of international competitive strategies of Chinese animation industry enterprises.