价值链视角的国产动漫产业经营模式研究

发布时间：2018-03-27 21:11

本文选题：价值链　切入点：文化产业　出处：《广西师范大学》2013年硕士论文

【摘要】：文化从字面看来是“软”的,但从深处去挖掘即可看到其坚不可摧的“硬”内力。在新经济形式下,随着党和国家逐步提出了“全面提升文化软实力、文化竞争力和文化持续发展能力”等一些新的发展口号。软实力是文化和意识形态吸引力体现出来的力量,是世界各国制定文化战略和国家战略的一个重要参照系。“提高国家文化软实力”,这不仅是我国文化建设的一个战略重点,也是我国建设和谐世界战略思想的重要组成部分,更是实现中华民族伟大复兴的重要前提。 “文化”作为提升综合国力和国际竞争力的重要一环,对经济、社会的发展发挥着举足轻重的作用。而文化“软实力”的提升并非只是口号,是需要落实到实际的发展中来的,具体来说,就是要将这种看不见的、无形的精神文化产品通过产业的经营模式,将其价值转移到实际上来,从而将这种无形的文化价值转移到有形的实体产业价值,来进一步扩展文化的内涵,体现其在提升文化软实力、文化竞争力和文化持续发展能力中扮演的重要角色。在党和国家的强力号召下,也是应国际经济形势发展之需,拓展“文化”内在价值的大环境和大背景下,一个庞大的文化产业应运而生,而动漫产业作为一种文化产业的一个新兴门类,其发展独具特色,在吸收国际动漫产业经营模式精华的基础上,不仅将无形的文化概念与有型的实体产品结合,更将中国历史文化的精髓与时代的创新结合起来,在中国特色的社会主义市场经济中开辟了一个独特的产业经营模式。据报道,全球动漫产业规模在2012年已达320亿元,而动漫衍生品市场就占了68.75%,动漫产业在未来仍将保持较高的增长速度。虽然中国动漫产业近年来一直保持高速增长,但是相比于日、美、韩等动漫大国,我国的动漫产业在整个市场中仍处于弱势地位,尤其是在动漫衍生品开发市场,这势必会影响整个国产动漫产业的发展,进而影响文化产业的总体提升,削弱中国在世界范围的竞争能力和国际影响力。本文在梳理国内外与文化产业、动漫产业相关的文献基础上,对目前世界范围内动漫产业的主要经营模式现状做了整理、归纳,总结出了以美、日、韩为代表的三种动漫产业发展模式,提炼出这三种经典模式的发展的精华,为后文中国产动漫乃至国内文化产业的经营发展提供吸收和借鉴的经验。而后,在价值链的理论的基础上,提出以文化产业价值链理论作为主线,描述现状,对国产动漫产业的价值链5环节进行细致、深入的分析,并提出所存在问题。接下来结合《喜羊羊与灰太狼》的成功案例,继续解析国产动漫产业经营模式发展现状。最后,综合国内外动漫产业发展的优缺点,构建出具有针对性的国产动漫产业经营模式。本文将理论与现实相结合,希望提出的一些观点对其他文化产业的发展具有一定的借鉴意义。
[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.

【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J124

【参考文献】