CHAPTER Ⅰ OVERVIEW OF THE ANIMATION INDUSTRY
　　1.1　OVERVIEW OF ANIMATION AND THE ANIMATION INDUSTRY
　　　　1.1.1　Definition of animation
　　　　1.1.2　Definition of the animation industry
　　　　1.1.3　Definition of animation industrial chain
　　　　1.1.4　Definition of peripheral industries ramified from animation
　　1.2　OVERVIEW OF ANIMATION WORKS
　　　　1.2.1　Special features of animation works
　　　　1.2.2　Categories of animation works
CHAPTER Ⅱ ANALYSIS OF THE DEVELOPMENT OF THE ANIMATION INDUSTRY
　　2.1　ANALYSIS OF THE DEVELOPMENT OF THE ANIMATION INDUSTRY IN THE OVERSEAS
　　　　2.1.1　Overview of the international animation industry
　　　　2.1.2　The animation industry in Japan
　　　　2.1.3　The animation industry in the US
　　　　2.1.4　The animation industry in South Korea
　　2.2　CURRENT SITUATION OF THE ANIMATION INDUSTRY IN CHINA
　　　　2.2.1　Quick development of the animation industry in China
　　　　2.2.2　The development of the animation industry in China in 2011
　　　　2.2.3　The animation industry in China in the first half of 2012
　　　　2.2.4　Notable Achievements made in China in terms of Creative Animation Industry
　　　　2.2.5　2012, the Golden Year for Developing Animation Industry in China
　　2.3　PRODUCTION ANALYSIS OF DOMESTIC ANIMATION INDUSTRY
　　　　2.3.1　Overview of the production institutions
　　　　2.3.2　Theme and length of cartoon films
　　　　2.3.3　Cost and profit of the animation industry
　　2.4　BUSINESS ANALYSIS OF THE ANIMATION INDUSTRY IN CHINA
　　　　2.4.1　Experience of China Art Film Studio in five sales fields
　　　　2.4.2　The poor management of the animation industry in China leads to the difficulty in making profit
　　　　2.4.3　Lack of matured marketing force in the domestic animation enterprises
　　2.5　ISSUES PREVAILING IN THE ANIMATION INDUSTRY IN CHINA AND THE COUNTER-MEASURES FOR DEVELOPMENT
　　　　2.5.1　Immature animation industry in China
　　　　2.5.2　Serious piracy in the animation industry in China
　　　　2.5.3　Measures to develop the animation industry in China
　　　　2.5.4　Measures for the animation in China to be launched in the international market
CHAPTER Ⅲ ANALYSIS OF THE ANIMATION MARKET IN CHINA
　　3.1　OVERVIEW OF THE ANIMATION MARKET IN CHINA
　　　　3.1.1　Analysis of the market development environment in China
　　　　3.1.2　Analysis of three market segments of the animation industry
　　　　3.1.3　Analysis of four major factors for the rising of animation market in China
　　3.2　THE SITUATION OF THE BROADCASTING MARKET OF THE ANIMATION INDUSTRY IN CHINA
　　　　3.2.1　The forming of animation broadcasting system in China
　　　　3.2.2　Analysis of audience rating of TV cartoons in China
　　　　3.2.3　Analysis and comparison among three star cartoon channels
　　3.3　COMPOSITION OF ANIMATION CONSUMPTION MARKET IN CHINA
　　　　3.3.1　China has become the largest animation consumption market in the world
　　　　3.3.2　Student consumer group
　　　　3.3.3　Adult consumer group
　　3.4　ANALYSIS OF COMPETITION AMONG ANIMATION ENTERPRISES
　　　　3.4.1　Sino-foreign Competition Intensifies, Great Potential Locally
　　　　3.4.2　Transformation between potential and competitiveness of the animation in China
　　　　3.4.3　Development measures for animation enterprises to improve their own competitiveness
　　3.5　DEVELOPMENT ANALYSIS OF THE ANIMATION INDUSTRY IN REGIONAL MARKETS IN CHINA
　　　　3.5.1　Animation Industry in Shenzhen
　　　　3.5.2　Animation Industry in Shanghai
　　　　3.5.3　Animation Industry in Hangzhou
　　　　3.5.4　Animation Industry in other Regions
CHAPTER Ⅳ ANALYSIS FOR SEGMENT MARKET OF ANIMATION INDUSTRY
　　4.1　CARTOON INDUSTRY
　　　　4.1.1　Overview of the Animation Industry in China
　　　　4.1.2　Production and Issuing of Cartoons in China in 2011
　　　　4.1.3　Supportive Scheme of the State Administration of Radio Film and Television for Original Cartoons launched
　　　　4.1.4　Problems existing in Chinese cartoon industry and strategies
　　　　4.1.5　Prospect of development of Chinese cartoon industry sees good
　　4.2　CARICATURE INDUSTRY
　　　　4.2.1　Brief Analysis of the Caricature Market in China
　　　　4.2.2　Judgment for entry point of domestic caricature market
　　　　4.2.3　Status Quo of development of Chinese caricature news
　　　　4.2.4　Analysis of Caricature Magazine Market Pattern in China
　　　　4.2.5　Direction of development of traditional caricatures in animation era
　　4.3　MOBILE PHONE ANIMATION INDUSTRY
　　　　4.3.1　Summary of Industrial Development of Mobile Phone Animation
　　　　4.3.2　Mobile phone animation becoming new chance for revival of animation market
　　　　4.3.3　Analysis for profitable space of Chinese mobile phone animation
　　　　4.3.4　Challenges and Opportunities facing Mobile Phone Animation during the 3G Times
　　　　4.3.5　Extensive growing space of Chinese mobile phone animation
　　4.4　NETWORK ANIMATION INDUSTRY
　　　　4.4.1　Influence of network media to traditional cartoons
　　　　4.4.2　Analysis for Chinese network animation market scale in 2011
　　　　4.4.3　Blooming development of Chinese network animation market
　　　　4.4.4Challenges and Opportunities facing Network Animation in China
　　　　4.4.5　Analysis for profitability of network animation industry
　　4.5　NETWORK GAME INDUSTRY
　　　　4.5.1　Background of development of domestic network game industry
　　　　4.5.2　Overview of Chinese network game industry in 2011
　　　　4.5.3　Influence of network games over sales of relevant industries in 2011
　　　　4.5.4　Overview of network game industry in 2012
　　　　4.5.5　Good Chance for Developing Network Games in 2012
　　　　4.5.6　Animation Network Game of China lunched in the International Market
　　　　4.5.7　Future development trend of domestic network game industry
CHAPTER Ⅴ ANALYSIS ON ANIMATION INDUSTRIAL CHAIN
　　5.1　ANALYSIS ON CHINA’S ANIMATION INDUSTRIAL CHAIN
　　　　5.1.1　Discussion on mode of domestic industrial chain
　　　　5.1.2　Improvement of industrial chain will drive animation industry
　　　　5.1.3　Foundation is the key for developing animation industrial chain
　　5.2　PRESENT SITUATION OF DERIVED PRODUCTS OF ANIMATION
　　　　5.2.1　The Rising Animation Ramified Product Market in China
　　　　5.2.2　Lack of derived products of domestic animation
　　　　5.2.3　Development of derived products of animation backward in China
　　　　5.2.4　Huge production potential of derived products of animation
　　5.3　SURVEY ON DEVELOPMENT OF RELEVANT INDUSTRIES OF ANIMATION
　　　　5.3.1　Animation Advertisement, New Product crossing the Tradition
　　　　5.3.2　Cartoon garments bring new commercial opportunities
　　　　5.3.3　Cartoon food drives new concept of diet
　　　　5.3.4　Toys and cartoon form new industrial chain
CHAPTER Ⅵ ANALYSIS ON LEADING ANIMATION ENTERPRISES
　　6.1　DISNEY
　　　　6.1.1　Introduction of Disney Group
　　　　6.1.2　The operating situation of Walt Disney in Fiscal 2011
　　　　6.1.3　The operating situation of Walt Disney in first half of l 2012
　　　　6.1.4　Marketing operation of Disney
　　　　6.1.5　Analysis on value chain of Disney Group
　　6.2　DREAM WORKS
　　　　6.2.1　Brief introduction of Dream Works
　　　　6.2.2　The operating situation of DreamWorks in 2011
　　　　6.2.3　The operating situation of DreamWorks in first half of 2012
　　　　6.2.4　Introduction of classical animations of Dream Works
　　　　6.2.5　Future development of Dream Works
　　6.3　SHANDA NETWORK (SNDA)
　　　　6.3.1　Brief introduction of SNDA
　　　　6.3.2　The operating situation of Shanda in 2011
　　　　6.3.3　The operating situation of Shanda in first half of 2012
　　　　6.3.4　SNDA implemented regional concession operation
　　6.4　SANCHIME GROUP
　　　　6.4.1　Brief introduction of Sanchime Cartoon Group
　　　　6.4.2　Sanchime Cartoon further improves industrial value chain
　　　　6.4.3　Blue Cat Cartoon of Sanchime Group enters the field of preschool education
CHAPTER Ⅶ INVESTMENT ANALYSIS AND PROSPECT FORECAST ON ANIMATION INDUSTRY
　　7.1　INVESTMENT ANALYSIS ON ANIMATION INDUSTRY
　　　　7.1.1　Comparison and Analysis of Capital Investment Mode in Animation
　　　　7.1.2　Investment Potential of the Animation Industry
　　　　7.1.3　Investment opportunities of animation industry
　　　　7.1.4　Risks Existing in the Original Animation Works
　　　　7.1.5　Investment proposals for animation industry
　　7.2　DEVELOPMENT TREND OF ANIMATION INDUSTRY
　　　　7.2.1　Forecast on animation industry of China
　　　　7.2.2　Bright prospect of animation industry of China
　　　　7.2.3　Development trend of animation industry of China
　　　　7.2.4　Compensation and Benefit Forecast for the Animation Industry between 2012 and 2016
ANNEXES
ANNEX 1: NOTICE ON PROPOSALS FOR BOOSTING DEVELOPMENT OF ANIMATION INDUSTRY OF CHINA
ANNEX 2: PROPOSALS FOR DEVELOPMENT OF MOVIE AND TELEVISION ANIMATION INDUSTRY OF CHINA
ANNEX 3: TEMPORARY PROVISIONS FOR CULTURAL MANAGEMENT OF INTERNET
ANNEX 4: CHINA JUVENILE NETWORK ASSOCIATION’S RECOMMENDATION STANDARD FOR GREEN GAME (DRAFT)

Chart 1　Total output value of the global animation industry
Chart 2　Number of animation enterprises made application to the Broadcasting and TV Administration
Chart 3　Comparison of audience ratings of cartoon programs in the 6 key cities
Chart 4　Market share ranks of three star cartoon channels
Chart 5　Average reaching rate of three star cartoon channels
Chart 6　Ranks of the average loyalty of three star cartoon channels
Chart 7　Age distribution of audience for cartoons in China
Chart 8　To7 original TV cartoon producers in China in 2011
Chart 9　Top 10 cities for TV cartoon production in 2011
Chart 10　Market scale and growth rate of Chinese network games in 2007~2011
Chart 11　Market scale of top 15 Chinese network game operators in 2011
Chart 12　Trend of development of Chinese network game industrial scale in 2007~2011
Chart 13　Occupation ratio of cartoon food in food maket of each country
Chart 14　Consolidated Statement of Income of Walt Disney in Fiscal 2009-2011
Chart 15　Revenue of Walt Disney by segment in Fiscal 2009-2011
Chart 16　Operating income of Walt Disney by segment in Fiscal 2009-2011
Chart 17　Consolidated Statement of Income of Walt Disney in the first half of 2012
Chart 18　Revenue of Walt Disney by segment in the first half of 2012
Chart 19　Operating Income/ Loss of Walt Disney by segment in the first half of 2012
Chart 20　Revenue and Operating Income of Walt Disney Media Networks segment by businesses in the first half of 2012
Chart 21　Consolidated Statement of Income of DreamWorks in 2009-2011
Chart 22　Film Costs of DreamWorks in 2009-2011
Chart 23　Revenue of DreamWorks by film and other in 2009-2011
Chart 24　Consolidated Statement of Income of DreamWorks in the first half of 2012
Chart 25　Revenue of DreamWorks by film and other in the first half of 2012
Chart 26　Consolidated Statement of Income of Shanda in 2009-2011
Chart 27　Consolidated Statement of Income of Shanda in the first half of 2012
Chart 28　Consolidated Statement of Income of Shanda in first half of 2012
Chart 29　Illustration of Blue Cat Spell for Primary School
Chart 30　The benefit application status of the animation industry in 2011
Chart 31　Forecast of average compensation and benefit in the animation industry between 2012 and 2016