基于产业链理论的同生产品模式研究
发布时间：2019-03-13 21:07
【摘要】： 动漫产业作为21世纪的绿色、高产、环保型产业一直被国际社会所关注。美、日、韩三国能在动漫产业界遥遥领先,其根本原因在于他们探索出了适合本国国情的动漫产业模式。在产业目的明晰的情况下,我国缺少的就是一个具有中国特色的、可操作性强的、成功的动漫产业模式。 文章介绍了动漫产业以及动漫产业链产业构造的基本概念,详细分析了目前动漫产业产值居于世界前三位的美、日、韩三国的动漫产业发展状况、产业链建设模式以及各国特色模式建立的原因和优势。本文认为动漫产业模式只有立足于本国国情,打造出适合于本国社会和文化环境的动漫产业链,才能使动漫产业健康快速地发展。文章回顾了我国动漫八十多年的历史,并将其划分为两种产业模式：无衍生产品模式和依赖电视播映模式,分别讨论了它们的成因及对我国动漫发展产生的影响。认为长期的无衍生产品经营导致的文化无产权意识和我国自身的知识产权意识淡薄互为因果,形成恶性循环,对现在的动漫产业链建设造成了很大的影响。即使在电视播映模式中,电视台播映动漫片也是以索取为主,有时甚至将其视为恩惠,没有付出意识,对动漫片出价极低,往往不足制作成本的一个零头,大大抑制了我国动漫产业的发展。最后文章着重探讨了目前我国动漫产业发展新形式下稍见成效的“同生产品”产业链建设模式。简单说,同生产品模式就是企业在还没有完成动漫作品制作的时候先做一定的宣传,打出基础品牌,另一方面则同时进行动漫作品的制作与衍生产品的生产,在知识产权侵权者还没有来得及侵权的时候抢先抢占衍生产品市场。笔者认为这比较符合我国的国情。文章以“江苏希际数码艺术网络股份有限公司”的产业发展建设历程作为案例,分析了“同生产品”产业链建设模式对现阶段中国动漫产业发展建设的作用,同时也分析了这一模式下存在的一些问题。
[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.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J954-F
本文编号：2439707
[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.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J954-F
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