【摘要】： 中國動畫走過80多個春秋,經(jīng)歷了以《大鬧天宮》、《哪吒鬧海》和水墨動畫為代表的輝煌期,以及市場經(jīng)濟體制下產(chǎn)業(yè)化發(fā)展沖擊之后,如今正在艱難地復(fù)蘇。造成中國動畫目前現(xiàn)狀的因素是多重的:中國動畫從誕生始至九十年代,一直重文化輕產(chǎn)業(yè);政府長期的忽視導(dǎo)致境外動畫泛濫,即使設(shè)閘,被洪水沖毀的失地也難在短時間內(nèi)收復(fù);急功近利的心態(tài),致使如今的中國動畫在文化承載上丟棄嚴(yán)重,只重產(chǎn)量不重內(nèi)容。晚起步的重慶動畫,少了許多沉疴,較易擺脫固有觀念的枷索,但原創(chuàng)優(yōu)勢動畫品牌的缺失,使重慶動畫產(chǎn)業(yè)鏈的構(gòu)建與完善如同空中樓閣。 本文主要從傳播學(xué)和產(chǎn)經(jīng)濟學(xué)出發(fā),基于產(chǎn)業(yè)鏈的分析工具,在中國動畫產(chǎn)業(yè)與市場的大環(huán)境下,剖析重慶動畫產(chǎn)業(yè)現(xiàn)狀,嘗試初步建構(gòu)重慶動畫產(chǎn)業(yè)集群式發(fā)展模式。 本文的前三部分,對動畫和動畫產(chǎn)業(yè)進(jìn)行了定義,并界定了本文所論述的動畫產(chǎn)業(yè)范圍。以格式塔心理學(xué)為理論依據(jù),淺析動畫解讀機制。對具有代表意義的中、美、日、韓四國動畫產(chǎn)業(yè)發(fā)展史做一個概況介紹,明晰世界動畫的產(chǎn)業(yè)脈絡(luò)。 第四部分,站在中國動畫產(chǎn)業(yè)的宏觀角度,用“產(chǎn)業(yè)鏈”分析工具剖析重慶動畫產(chǎn)業(yè)發(fā)展現(xiàn)狀及存在的問題。重慶動畫產(chǎn)業(yè)起步晚,發(fā)展快,但存在的問題仍使其無法有效規(guī)避市場風(fēng)險,成本回收困難。原創(chuàng)力量薄弱,原創(chuàng)優(yōu)勢動畫品牌缺失;制作期資金短缺,無法保證作品質(zhì)量;動畫電影市場嚴(yán)重缺席,電視動畫供需錯位,造成三級價格歧視理論的應(yīng)用阻礙,使動畫制作機構(gòu)定價被動。 第五部分,初步建構(gòu)重慶動畫產(chǎn)業(yè)集群式發(fā)展模式。指出政府在動畫產(chǎn)業(yè)集群形成發(fā)展初期可適當(dāng)制定信貸補貼等產(chǎn)業(yè)政策,但推動創(chuàng)新需放首位;落戶重慶各區(qū)域的動漫基地要避免同質(zhì)化惡性競爭,在重慶市動畫區(qū)位品牌的共同目標(biāo)下,發(fā)展合作與良性的競爭關(guān)系。走產(chǎn)品差異化路線,著重從針對稀少題材的補少做大和受眾年齡層的率先規(guī)�；_辟入手,注重思想內(nèi)涵和文化承載的中國風(fēng)格,而非單一的畫面藝術(shù)表現(xiàn)手法。 第六部分,總結(jié)全篇,提出中國動畫和重慶動畫產(chǎn)業(yè)亟需解決的五個問題及其對策,并指出本研究的局限之處。
[Abstract]:Chinese animation has gone through more than 80 years of spring and autumn, and has experienced a brilliant period represented by "making a scene in Tianggong", "Nezha making a sea" and ink animation, as well as the impact of industrial development under the market economy system, and is now struggling to recover. There are many factors that cause the current situation of Chinese animation: from its birth to the 1990s, Chinese animation has always attached importance to culture over industry; The long-term neglect of the government has led to the proliferation of overseas animation, even if the sluice is set up, it is difficult to recover the lost land destroyed by the flood in a short period of time. The mentality of quick success and quick profit has led to the serious abandonment of today's Chinese animation in the cultural bearing, with only emphasis on the production of content. The late start of Chongqing animation, less serious, easier to get rid of the inherent concept of the shackles, but the lack of original superior animation brand, so that the construction and improvement of Chongqing animation industry chain is like a castle in the air. Based on the analysis tools of industrial chain and the environment of Chinese animation industry and market, this paper analyzes the present situation of Chongqing animation industry, and tries to construct the cluster development mode of Chongqing animation industry. In the first three parts of this paper, the animation and animation industry are defined, and the scope of animation industry discussed in this paper is defined. Based on Gestalt psychology, this paper analyzes the mechanism of animation interpretation. This paper makes a general introduction to the development history of animation industry in China, the United States, Japan and South Korea, and clarifies the industrial context of animation in the world. The fourth part, from the macro point of view of Chinese animation industry, analyzes the present situation and existing problems of Chongqing animation industry with the analysis tool of "industrial chain". Chongqing animation industry started late and developed rapidly, but the existing problems still make it unable to effectively avoid market risks and difficult cost recovery. The original strength is weak, the original advantage animation brand is missing, the production period funds shortage, cannot guarantee the work quality; The serious absence of animation film market and the dislocation of supply and demand of TV animation cause the application of three-level price discrimination theory to hinder the application of the theory of three-level price discrimination and make the pricing of animation production institutions passive. The fifth part, the preliminary construction of Chongqing animation industry cluster development model. It is pointed out that the government can properly formulate industrial policies such as credit subsidies in the early stage of the formation and development of animation industrial clusters, but to promote innovation, it is necessary to put the first place. The animation base in Chongqing should avoid homogeneous vicious competition and develop the relationship between cooperation and benign competition under the common goal of Chongqing animation location brand. Taking the line of product differentiation, we should focus on the Chinese style of ideological connotation and culture, rather than a single method of picture art expression, starting with the expansion of the small amount of compensation for rare themes and the first large-scale development of the age group of the audience, and pay attention to the Chinese style carried by the ideological connotation and culture, rather than the single artistic expression of the picture. The sixth part summarizes the whole part, puts forward five problems that need to be solved urgently in Chinese animation and Chongqing animation industry and their countermeasures, and points out the limitations of this study.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：J954

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本文編號：2492134