本文選題：價(jià)值鏈　切入點(diǎn)：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(lái)是“軟”的,但從深處去挖掘即可看到其堅(jiān)不可摧的“硬”內(nèi)力。在新經(jīng)濟(jì)形式下,隨著黨和國(guó)家逐步提出了“全面提升文化軟實(shí)力、文化競(jìng)爭(zhēng)力和文化持續(xù)發(fā)展能力”等一些新的發(fā)展口號(hào)。軟實(shí)力是文化和意識(shí)形態(tài)吸引力體現(xiàn)出來(lái)的力量,是世界各國(guó)制定文化戰(zhàn)略和國(guó)家戰(zhàn)略的一個(gè)重要參照系。“提高國(guó)家文化軟實(shí)力”,這不僅是我國(guó)文化建設(shè)的一個(gè)戰(zhàn)略重點(diǎn),也是我國(guó)建設(shè)和諧世界戰(zhàn)略思想的重要組成部分,更是實(shí)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(guó)力和國(guó)際競(jìng)爭(zhēng)力的重要一環(huán),對(duì)經(jīng)濟(jì)、社會(huì)的發(fā)展發(fā)揮著舉足輕重的作用。而文化“軟實(shí)力”的提升并非只是口號(hào),是需要落實(shí)到實(shí)際的發(fā)展中來(lái)的,具體來(lái)說(shuō),就是要將這種看不見(jiàn)的、無(wú)形的精神文化產(chǎn)品通過(guò)產(chǎn)業(yè)的經(jīng)營(yíng)模式,將其價(jià)值轉(zhuǎn)移到實(shí)際上來(lái),從而將這種無(wú)形的文化價(jià)值轉(zhuǎn)移到有形的實(shí)體產(chǎn)業(yè)價(jià)值,來(lái)進(jìn)一步擴(kuò)展文化的內(nèi)涵,體現(xiàn)其在提升文化軟實(shí)力、文化競(jìng)爭(zhēng)力和文化持續(xù)發(fā)展能力中扮演的重要角色。 在黨和國(guó)家的強(qiáng)力號(hào)召下,也是應(yīng)國(guó)際經(jīng)濟(jì)形勢(shì)發(fā)展之需,拓展“文化”內(nèi)在價(jià)值的大環(huán)境和大背景下,一個(gè)龐大的文化產(chǎn)業(yè)應(yīng)運(yùn)而生,而動(dòng)漫產(chǎn)業(yè)作為一種文化產(chǎn)業(yè)的一個(gè)新興門(mén)類(lèi),其發(fā)展獨(dú)具特色,在吸收國(guó)際動(dòng)漫產(chǎn)業(yè)經(jīng)營(yíng)模式精華的基礎(chǔ)上,不僅將無(wú)形的文化概念與有型的實(shí)體產(chǎn)品結(jié)合,更將中國(guó)歷史文化的精髓與時(shí)代的創(chuàng)新結(jié)合起來(lái),在中國(guó)特色的社會(huì)主義市場(chǎng)經(jīng)濟(jì)中開(kāi)辟了一個(gè)獨(dú)特的產(chǎn)業(yè)經(jīng)營(yíng)模式。 據(jù)報(bào)道,全球動(dòng)漫產(chǎn)業(yè)規(guī)模在2012年已達(dá)320億元,而動(dòng)漫衍生品市場(chǎng)就占了68.75%,動(dòng)漫產(chǎn)業(yè)在未來(lái)仍將保持較高的增長(zhǎng)速度。雖然中國(guó)動(dòng)漫產(chǎn)業(yè)近年來(lái)一直保持高速增長(zhǎng),但是相比于日、美、韓等動(dòng)漫大國(guó),我國(guó)的動(dòng)漫產(chǎn)業(yè)在整個(gè)市場(chǎng)中仍處于弱勢(shì)地位,尤其是在動(dòng)漫衍生品開(kāi)發(fā)市場(chǎng),這勢(shì)必會(huì)影響整個(gè)國(guó)產(chǎn)動(dòng)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(guó)在世界范圍的競(jìng)爭(zhēng)能力和國(guó)際影響力。 本文在梳理國(guó)內(nèi)外與文化產(chǎn)業(yè)、動(dòng)漫產(chǎn)業(yè)相關(guān)的文獻(xiàn)基礎(chǔ)上,對(duì)目前世界范圍內(nèi)動(dòng)漫產(chǎn)業(yè)的主要經(jīng)營(yíng)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(dòng)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(guó)產(chǎn)動(dòng)漫乃至國(guó)內(nèi)文化產(chǎn)業(yè)的經(jīng)營(yíng)發(fā)展提供吸收和借鑒的經(jīng)驗(yàn)。而后,在價(jià)值鏈的理論的基礎(chǔ)上,提出以文化產(chǎn)業(yè)價(jià)值鏈理論作為主線,描述現(xiàn)狀,對(duì)國(guó)產(chǎn)動(dòng)漫產(chǎn)業(yè)的價(jià)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(wèn)題。接下來(lái)結(jié)合《喜羊羊與灰太狼》的成功案例,繼續(xù)解析國(guó)產(chǎn)動(dòng)漫產(chǎn)業(yè)經(jīng)營(yíng)模式發(fā)展現(xiàn)狀。最后,綜合國(guó)內(nèi)外動(dòng)漫產(chǎn)業(yè)發(fā)展的優(yōu)缺點(diǎn),構(gòu)建出具有針對(duì)性的國(guó)產(chǎn)動(dòng)漫產(chǎn)業(yè)經(jīng)營(yíng)模式。本文將理論與現(xiàn)實(shí)相結(jié)合,希望提出的一些觀點(diǎn)對(duì)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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：J124

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