【摘要】：動漫產(chǎn)業(yè)屬于朝陽產(chǎn)業(yè),中國在近幾年開始大力扶持國產(chǎn)動畫片的發(fā)展。事實上,動漫產(chǎn)業(yè)不僅僅是動畫片制作和播放那么簡單,而是一條完整的產(chǎn)業(yè)鏈,其中包括:動畫片的創(chuàng)意、研發(fā)、生產(chǎn),播放;相關出版物和音像制品的出版出售;品牌授權;品牌延伸等等。其中卡通玩具作品已經(jīng)成為產(chǎn)業(yè)鏈中非常重要的組成部分,能夠帶來極大的盈利。 卡通玩具作品和動畫片在現(xiàn)代動漫產(chǎn)業(yè)中并不是孤立存在的,而是關系密不可分,相互促進�？ㄍㄍ婢咦髌吠ㄟ^動畫片這個滾動的廣告,才能獲得更大的市場份額;動畫片通過卡通玩具作品的熱賣而更加深入人心。因此,卡通玩具作品的開發(fā)應該和動畫片的策劃同步進行,甚至先于動畫片的設計。兩者必須在充分的市場調研,立足消費群體的需求的基礎上進行整體開發(fā)。 本文以卡通玩具作品和動畫片作為立足點,通過對現(xiàn)有的卡通玩具作品以及動畫片的分析,結合現(xiàn)代國內(nèi)外的現(xiàn)狀分析,結合已有的案例,進而探討了兩者的現(xiàn)狀、關系、應注意的問題等等。對目前中國卡通玩具開發(fā)脫離市場,僅僅是貼牌加工,到處充斥洋品牌,以及動畫產(chǎn)品基本以動畫片播放版權來盈利,而忽略卡通玩具作品等周邊產(chǎn)品的現(xiàn)狀有一定的啟示作用。
[Abstract]:Animation industry is a sunrise industry, China in recent years began to vigorously support the development of domestic animation. In fact, the animation industry is not only a simple animation production and play, but also a complete industry chain, including: animation creativity, research and development, production, play, related publications and audio and video products published and sold; Brand authorization; brand extension, etc. Cartoon toys have become a very important part of the industrial chain, which can bring great profits. Cartoon toys and cartoons do not exist in isolation in modern animation industry, but are closely related and promote each other. Cartoon toys can gain a greater market share through the rolling advertising of cartoons, and cartoons are more popular through the popularity of cartoon toys. Therefore, the development of cartoon toys should be synchronized with the planning of cartoons, even before the design of cartoons. Both must be in full market research, based on the needs of consumer groups on the basis of the overall development. This article takes the cartoon toy work and the cartoon film as the foothold, through the analysis to the existing cartoon toy work and the cartoon film, unifies the modern domestic and foreign present situation analysis, unifies the existing case, then has discussed the present situation, the relationship between the two. Issues to be noted, etc. At present, the development of cartoon toys in China is out of the market. It is just a sign processing, full of foreign brands everywhere, as well as animation products that basically profit from the rights to play cartoons. But neglects the cartoon toy work and so on peripheral product present situation has the certain enlightenment function.
【學位授予單位】：中國美術學院
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：J954

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