重庆市动画产业发展障碍与对策研究
发布时间：2019-06-03 18:36
【摘要】： 中国动画走过80多个春秋,经历了以《大闹天宫》、《哪吒闹海》和水墨动画为代表的辉煌期,以及市场经济体制下产业化发展冲击之后,如今正在艰难地复苏。造成中国动画目前现状的因素是多重的:中国动画从诞生始至九十年代,一直重文化轻产业;政府长期的忽视导致境外动画泛滥,即使设闸,被洪水冲毁的失地也难在短时间内收复;急功近利的心态,致使如今的中国动画在文化承载上丢弃严重,只重产量不重内容。晚起步的重庆动画,少了许多沉疴,较易摆脱固有观念的枷索,但原创优势动画品牌的缺失,使重庆动画产业链的构建与完善如同空中楼阁。 本文主要从传播学和产经济学出发,基于产业链的分析工具,在中国动画产业与市场的大环境下,剖析重庆动画产业现状,尝试初步建构重庆动画产业集群式发展模式。 本文的前三部分,对动画和动画产业进行了定义,并界定了本文所论述的动画产业范围。以格式塔心理学为理论依据,浅析动画解读机制。对具有代表意义的中、美、日、韩四国动画产业发展史做一个概况介绍,明晰世界动画的产业脉络。 第四部分,站在中国动画产业的宏观角度,用“产业链”分析工具剖析重庆动画产业发展现状及存在的问题。重庆动画产业起步晚,发展快,但存在的问题仍使其无法有效规避市场风险,成本回收困难。原创力量薄弱,原创优势动画品牌缺失;制作期资金短缺,无法保证作品质量;动画电影市场严重缺席,电视动画供需错位,造成三级价格歧视理论的应用阻碍,使动画制作机构定价被动。 第五部分,初步建构重庆动画产业集群式发展模式。指出政府在动画产业集群形成发展初期可适当制定信贷补贴等产业政策,但推动创新需放首位;落户重庆各区域的动漫基地要避免同质化恶性竞争,在重庆市动画区位品牌的共同目标下,发展合作与良性的竞争关系。走产品差异化路线,着重从针对稀少题材的补少做大和受众年龄层的率先规模化开辟入手,注重思想内涵和文化承载的中国风格,而非单一的画面艺术表现手法。 第六部分,总结全篇,提出中国动画和重庆动画产业亟需解决的五个问题及其对策,并指出本研究的局限之处。
[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.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J954
本文编号：2492134
[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.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J954
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