【摘要】： 動(dòng)漫產(chǎn)業(yè)作為21世紀(jì)的綠色、高產(chǎn)、環(huán)保型產(chǎn)業(yè)一直被國際社會(huì)所關(guān)注。美、日、韓三國能在動(dòng)漫產(chǎn)業(yè)界遙遙領(lǐng)先,其根本原因在于他們探索出了適合本國國情的動(dòng)漫產(chǎn)業(yè)模式。在產(chǎn)業(yè)目的明晰的情況下,我國缺少的就是一個(gè)具有中國特色的、可操作性強(qiáng)的、成功的動(dòng)漫產(chǎn)業(yè)模式。 文章介紹了動(dòng)漫產(chǎn)業(yè)以及動(dòng)漫產(chǎn)業(yè)鏈產(chǎn)業(yè)構(gòu)造的基本概念,詳細(xì)分析了目前動(dòng)漫產(chǎn)業(yè)產(chǎn)值居于世界前三位的美、日、韓三國的動(dòng)漫產(chǎn)業(yè)發(fā)展?fàn)顩r、產(chǎn)業(yè)鏈建設(shè)模式以及各國特色模式建立的原因和優(yōu)勢。本文認(rèn)為動(dòng)漫產(chǎn)業(yè)模式只有立足于本國國情,打造出適合于本國社會(huì)和文化環(huán)境的動(dòng)漫產(chǎn)業(yè)鏈,才能使動(dòng)漫產(chǎn)業(yè)健康快速地發(fā)展。文章回顧了我國動(dòng)漫八十多年的歷史,并將其劃分為兩種產(chǎn)業(yè)模式：無衍生產(chǎn)品模式和依賴電視播映模式,分別討論了它們的成因及對我國動(dòng)漫發(fā)展產(chǎn)生的影響。認(rèn)為長期的無衍生產(chǎn)品經(jīng)營導(dǎo)致的文化無產(chǎn)權(quán)意識和我國自身的知識產(chǎn)權(quán)意識淡薄互為因果,形成惡性循環(huán),對現(xiàn)在的動(dòng)漫產(chǎn)業(yè)鏈建設(shè)造成了很大的影響。即使在電視播映模式中,電視臺(tái)播映動(dòng)漫片也是以索取為主,有時(shí)甚至將其視為恩惠,沒有付出意識,對動(dòng)漫片出價(jià)極低,往往不足制作成本的一個(gè)零頭,大大抑制了我國動(dòng)漫產(chǎn)業(yè)的發(fā)展。最后文章著重探討了目前我國動(dòng)漫產(chǎn)業(yè)發(fā)展新形式下稍見成效的“同生產(chǎn)品”產(chǎn)業(yè)鏈建設(shè)模式。簡單說,同生產(chǎn)品模式就是企業(yè)在還沒有完成動(dòng)漫作品制作的時(shí)候先做一定的宣傳,打出基礎(chǔ)品牌,另一方面則同時(shí)進(jìn)行動(dòng)漫作品的制作與衍生產(chǎn)品的生產(chǎn),在知識產(chǎn)權(quán)侵權(quán)者還沒有來得及侵權(quán)的時(shí)候搶先搶占衍生產(chǎn)品市場。筆者認(rèn)為這比較符合我國的國情。文章以“江蘇希際數(shù)碼藝術(shù)網(wǎng)絡(luò)股份有限公司”的產(chǎn)業(yè)發(fā)展建設(shè)歷程作為案例,分析了“同生產(chǎn)品”產(chǎn)業(yè)鏈建設(shè)模式對現(xiàn)階段中國動(dòng)漫產(chǎn)業(yè)發(fā)展建設(shè)的作用,同時(shí)也分析了這一模式下存在的一些問題。
[Abstract]:Animation industry as the 21 ~ (st) century green, high-yield, environmental protection industry has been concerned by the international community. U. S., Japan, South Korea can be far ahead of the animation industry, the root reason is that they have explored suitable for their own national conditions of the animation industry model. In the case of clear industrial purpose, China is lack of a Chinese characteristics, strong maneuverability, successful animation industry model. This paper introduces the basic concepts of animation industry and the industrial structure of animation industry chain, and analyzes in detail the development status of animation industry in the three countries, namely, the United States, Japan and Korea, in which the output value of animation industry occupies the top three places in the world at present. Industry chain construction model as well as the establishment of national characteristics of the reasons and advantages. This paper thinks that the animation industry model can make animation industry develop healthily and rapidly only if it is based on the national conditions and creates the animation industry chain which is suitable for the social and cultural environment of our country. This paper reviews the history of animation in China for more than 80 years, and divides it into two industrial models: non-derivative mode and television-dependent mode, and discusses their causes and their impact on the development of animation in China. It is considered that the cultural non-property rights consciousness caused by the long-term operation of non-derivative products and the weak intellectual property rights consciousness of our country form a vicious circle which has a great influence on the construction of the animation industry chain. Even in the TV broadcast mode, TV stations are mainly asking for comic films, sometimes even seeing them as favors, not paying consciousness, and paying extremely low prices for comic films, often less than a fraction of the cost of production. Greatly inhibited the development of China's animation industry. Finally, the article mainly discusses the industrial chain construction mode of "same product" under the new form of animation industry development in our country. In short, the same product model is that the enterprise has not completed the production of animation works to do a certain amount of publicity, play out the basic brand, on the other hand, the production of animation works and derivative products at the same time. Before the infringement of intellectual property rights, it preempts the derivative market. I think this is more in line with the national conditions of our country. Taking the industrial development and construction course of Jiangsu Xiji Digital Art Network Co., Ltd as an example, this paper analyzes the effect of the industrial chain construction mode of "Tongsheng products" on the development and construction of Chinese animation industry at present. At the same time, some problems in this model are also analyzed.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：J954-F

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