本文選題：價值鏈　切入點：文化產(chǎn)業(yè)　出處：《廣西師范大學(xué)》2013年碩士論文

【摘要】：文化從字面看來是“軟”的,但從深處去挖掘即可看到其堅不可摧的“硬”內(nèi)力。在新經(jīng)濟(jì)形式下,隨著黨和國家逐步提出了“全面提升文化軟實力、文化競爭力和文化持續(xù)發(fā)展能力”等一些新的發(fā)展口號。軟實力是文化和意識形態(tài)吸引力體現(xiàn)出來的力量,是世界各國制定文化戰(zhàn)略和國家戰(zhàn)略的一個重要參照系�！疤岣邍椅幕泴嵙Α�,這不僅是我國文化建設(shè)的一個戰(zhàn)略重點,也是我國建設(shè)和諧世界戰(zhàn)略思想的重要組成部分,更是實現(xiàn)中華民族偉大復(fù)興的重要前提。 “文化”作為提升綜合國力和國際競爭力的重要一環(huán),對經(jīng)濟(jì)、社會的發(fā)展發(fā)揮著舉足輕重的作用。而文化“軟實力”的提升并非只是口號,是需要落實到實際的發(fā)展中來的,具體來說,就是要將這種看不見的、無形的精神文化產(chǎn)品通過產(chǎn)業(yè)的經(jīng)營模式,將其價值轉(zhuǎn)移到實際上來,從而將這種無形的文化價值轉(zhuǎn)移到有形的實體產(chǎn)業(yè)價值,來進(jìn)一步擴(kuò)展文化的內(nèi)涵,體現(xiàn)其在提升文化軟實力、文化競爭力和文化持續(xù)發(fā)展能力中扮演的重要角色。 在黨和國家的強力號召下,也是應(yīng)國際經(jīng)濟(jì)形勢發(fā)展之需,拓展“文化”內(nèi)在價值的大環(huán)境和大背景下,一個龐大的文化產(chǎn)業(yè)應(yīng)運而生,而動漫產(chǎn)業(yè)作為一種文化產(chǎn)業(yè)的一個新興門類,其發(fā)展獨具特色,在吸收國際動漫產(chǎn)業(yè)經(jīng)營模式精華的基礎(chǔ)上,不僅將無形的文化概念與有型的實體產(chǎn)品結(jié)合,更將中國歷史文化的精髓與時代的創(chuàng)新結(jié)合起來,在中國特色的社會主義市場經(jīng)濟(jì)中開辟了一個獨特的產(chǎn)業(yè)經(jīng)營模式。 據(jù)報道,全球動漫產(chǎn)業(yè)規(guī)模在2012年已達(dá)320億元,而動漫衍生品市場就占了68.75%,動漫產(chǎn)業(yè)在未來仍將保持較高的增長速度。雖然中國動漫產(chǎn)業(yè)近年來一直保持高速增長,但是相比于日、美、韓等動漫大國,我國的動漫產(chǎn)業(yè)在整個市場中仍處于弱勢地位,尤其是在動漫衍生品開發(fā)市場,這勢必會影響整個國產(chǎn)動漫產(chǎn)業(yè)的發(fā)展,進(jìn)而影響文化產(chǎn)業(yè)的總體提升,削弱中國在世界范圍的競爭能力和國際影響力。 本文在梳理國內(nèi)外與文化產(chǎn)業(yè)、動漫產(chǎn)業(yè)相關(guān)的文獻(xiàn)基礎(chǔ)上,對目前世界范圍內(nèi)動漫產(chǎn)業(yè)的主要經(jīng)營模式現(xiàn)狀做了整理、歸納,總結(jié)出了以美、日、韓為代表的三種動漫產(chǎn)業(yè)發(fā)展模式,提煉出這三種經(jīng)典模式的發(fā)展的精華,為后文中國產(chǎn)動漫乃至國內(nèi)文化產(chǎn)業(yè)的經(jīng)營發(fā)展提供吸收和借鑒的經(jīng)驗。而后,在價值鏈的理論的基礎(chǔ)上,提出以文化產(chǎn)業(yè)價值鏈理論作為主線,描述現(xiàn)狀,對國產(chǎn)動漫產(chǎn)業(yè)的價值鏈5環(huán)節(jié)進(jìn)行細(xì)致、深入的分析,并提出所存在問題。接下來結(jié)合《喜羊羊與灰太狼》的成功案例,繼續(xù)解析國產(chǎn)動漫產(chǎn)業(yè)經(jīng)營模式發(fā)展現(xiàn)狀。最后,綜合國內(nèi)外動漫產(chǎn)業(yè)發(fā)展的優(yōu)缺點,構(gòu)建出具有針對性的國產(chǎn)動漫產(chǎn)業(yè)經(jīng)營模式。本文將理論與現(xiàn)實相結(jié)合,希望提出的一些觀點對其他文化產(chǎn)業(yè)的發(fā)展具有一定的借鑒意義。
[Abstract]:From the literal culture seems to be "soft", but from the deep mining to see its indestructible "hard" force. Under the new economic form, with the party and the country gradually introduced to enhance cultural soft power, cultural competence and cultural sustainable development ability and some new development slogan. The soft power of culture the attraction and ideology reflected in the strength, is the world countries to develop cultural strategy and national strategy is an important reference. "Enhance the national cultural soft power", which is not only a strategic focus of China's cultural construction, but also an important part of China's strategy of building a harmonious world thought, is an important prerequisite to realize the great the rejuvenation of the Chinese nation.
"Culture" as to enhance the comprehensive national strength and international competitiveness is an important part of the economy, plays an important role in the development of the society and culture of "soft power" promotion is not just a slogan, is the need to implement the actual development process, specifically, is to this invisible, intangible the spiritual and cultural products through the industry management mode, the actual value is transferred, thus the intangible cultural value transfer to the tangible value of industry, to further expand the connotation of culture, embodied in the promotion of cultural soft power play an important role, the ability of sustainable development of cultural competitiveness and culture.
In the party and the country's strong call, but also should be the needs of the development of the international economic situation, expanding the "culture" of the intrinsic value of the environment and the background, a huge cultural industry, the animation industry as an emerging category of a cultural industry, the development of unique, based on absorbing the essence of business model of international animation industry, not only will the intangible cultural concept and type of physical products with more innovative essence and China era history and culture combine in Chinese characteristic socialist market economy opens up a unique business model.
According to reports, the global animation industry in 2012 the scale has reached 32 billion yuan, while the animation derivatives market accounted for 68.75%, the animation industry will still maintain a relatively high growth rate in the future. Although the China animation industry in recent years has maintained rapid growth, but compared to Japan, Korea and other countries the United States, animation, China's animation industry is still in a weak position in the market, especially in the development of animation derivatives market, it is bound to affect the development of the domestic animation industry, thereby affecting the overall improvement of the cultural industry in the world, China weakened competitiveness and international influence.
This paper summarizes the research and cultural industry, the animation industry on the basis of relevant literature, summarized the main mode of operation, the status of the world within the scope of the animation industry summarized, summed up in the United States, Japan and South Korea as the representative of the three kinds of animation industry development model, to extract the essence of these three classic mode the absorption and provide experience for the production of Chinese animation and the domestic cultural industry development. Then, based on the value chain theory, put forward by the cultural industry value chain theory as the main line, the description of the status quo, the value chain of the domestic animation industry 5 aspects detailed, in-depth analysis, and put forward the problems. Then combined with the successful case of "pleasant goat and grey wolf", to continue business model development status of the domestic animation industry analysis. Finally, the advantages and disadvantages of the development of domestic and foreign animation industry, and build a needle This paper combines the theory with the reality, and hopes to put forward some ideas that will have some reference significance for the development of other cultural industries.

【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J124

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