中山动漫产业发展模式研究

发布时间：2018-07-25 16:36

【摘要】：当今世界，国家之间的竞赛不仅是在政治、经济和军事等方面的硬件装备，还表现在文化方面的软件装备上。文化与经济的交融越来越紧密，，动漫产业一个以创意为主体的新兴产业，核心组成部分是人类的创新思维，并且是一个低碳环保无污染的产业。作为一种新兴的文化产业，动漫产业具有巨大的发展空间和市场潜力，其中该产业的特殊性在于要实现企业的盈利主要不是靠动画和漫画本身的销售与播放，而是靠产业链下游的衍生产品来赚钱。中山是全国游戏游艺产业的发源地，目前已成为全国最大的游戏游艺机生产基地，产业产值达25亿元人民币。中山政府把动漫产业作为高科技产业并以此作为经济发展的新标杆，然而中山动漫产业一直以来都是以加工为主，没有一套完整的产业发展模式，只能单纯地靠制造、生产动漫下游衍生品来取得经济利润。正是由于这种历史模式导致中山在动漫产业下游的发展异常突出并打下良好的基础。游艺产业蓬勃发展的同时可以为漫画、动画创作提供源源不断的资金，依托这一优势，处于产业链最前端的动漫创作开发具有非常广阔的空间。所以，根据中山特有的产业特色，要发展动漫产业必须以产业链倒置的模式来快速形成具有中山特色的动漫产业链的发展思路。本文运用了理论文献研究、个案分析和分析比对等研究方法，研究了动画、漫画、动漫产业及动漫产业链的概念界定和特点，详细分析了中山动漫产业市场竞争力、发展机遇以及产业自身存在的不足与挑战，并进行了大量的文献调研和案例分析以及市场实地考察。本文围绕如何构建中山动漫产业发展模式这一核心，通过对动漫产业链各主要环节、影响因素及产业政策的研究，提出了适合中山动漫产业发展的模式。本研究第一章是绪论综述，介绍论文的选题背景、研究发展现状、本研究的目的和意义；第二章分别对动画、漫画、动漫产业及动漫产业链进行了概念界定；第三章运用了横向对比的手段，分别对美国、日本、韩国三大动漫王国的产业发展模式进行分析，同时也对中国动漫产业进行了分析，总结出值得借鉴的发展经验，从中吸收优点为中山动漫发展模式提供数据支持。第四章是对中山动漫产业的发展史进行回顾，并对中山动漫产业的现状及不足作了详细分析；第五章是本论文的重点，首先对中山动漫产业进行了SWOT和波特钻石模式分析，得出中山动漫产业具有强劲的竞争力和市场发展潜力，再根据前面章节的分析基础上，通过对动漫产业链各主要环节、影响因素及产业政策的研究，围绕如何构建中山动漫产业发展模式这一核心有针对性地提出具有中山特色的动漫产业发展模式——逆向循环发展模式，根据提出的发展模式，运用长尾理论对这一模式的发展提出的相应的发展策略；最后，第六章归纳总结了全文的结论以及研究的不足之处。
[Abstract]:In today's world, the competition between countries is not only the hardware equipment in political, economic and military aspects, but also on the software equipment of culture. The integration of culture and economy is becoming more and more closely. The animation industry is a new industry with creativity as the main body. The core component of the animation industry is human innovation thinking, and it is a low carbon environmental protection. No pollution industry. As a new kind of cultural industry, the animation industry has great development space and market potential. The specialty of this industry is that the profit of the industry is not to be sold and played by animation and comic itself, but by the derivatives of the downstream industry chain to make money.
Zhongshan is the birthplace of the national game entertainment industry, which has now become the largest production base of game amusement machines in the country, with the industrial output value of 2 billion 500 million yuan. The Zhongshan government takes the animation industry as a high-tech industry and takes it as a new benchmark for economic development. However, the animation industry in Zhongshan has always been based on processing, without a set of finished products. The whole industrial development model can only be made by manufacturing and producing animation downstream derivatives to achieve economic profits. It is this historical model that leads to the abnormal development of Zhongshan in the lower reaches of the animation industry and lays a good foundation for the development of cartoon industry. Relying on this advantage, the animation creation development in the forefront of the industrial chain has a very broad space. Therefore, according to the unique industrial characteristics of Zhongshan, the development of animation industry must take the mode of industrial chain inversion to quickly form the development ideas of animation industry chain with Zhongshan characteristics.
Based on the theoretical literature research, case analysis and analysis, the definition and characteristics of animation, cartoon, animation industry and animation industry chain are studied, and the competitiveness of the animation industry in Zhongshan, the opportunities for development and the shortcomings and challenges of the industry itself are analyzed in detail, and a large number of literature investigations and cases are carried out. This paper focuses on how to build the core of Zhongshan animation industry development model, and puts forward a suitable model for the development of animation industry in Zhongshan through the study of the main links of the animation industry chain, the influence factors and the industrial policy.
The first chapter of this study is the introduction of the introduction, introducing the background of the topic, the research development status, the purpose and significance of this study; the second chapter respectively defines the concept of animation, comic, animation industry and animation industry chain; the third chapter uses the means of horizontal contrast to the industrial development of the three big animation kingdoms in the United States, Japan and Korea respectively. The model is analyzed, and the Chinese animation industry is analyzed, and the development experience worthy of reference is summed up. The fourth chapter is a review of the development history of the animation industry in Zhongshan. The fourth chapter is a review of the development history of the animation industry in Zhongshan, and the fifth chapter is the detailed analysis of the current situation and shortcomings of the animation industry in Zhongshan. The key point of this thesis is to analyze the model of SWOT and Potter diamond in the animation industry of Zhongshan. It is concluded that the animation industry in Zhongshan has strong competitiveness and market development potential. On the basis of the analysis of the previous chapters, through the research on the main links of the animation industry chain, the influence factors and the industrial policy, how to build Zhongshan The core of the animation industry development model puts forward the development mode of the animation industry with Zhongshan characteristics - the reverse cycle development model, according to the proposed development model and the corresponding development strategy of the development of this model with the long tail theory. Finally, the sixth chapters summarize the conclusion and research of the full text. Deficiencies.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719

【相似文献】