【摘要】：隨著我國經(jīng)濟(jì)與社會(huì)的發(fā)展，國民的文化需求日益增加，動(dòng)漫產(chǎn)業(yè)作為21世紀(jì)新興的文化創(chuàng)意產(chǎn)業(yè)之一，已經(jīng)成為能夠帶動(dòng)帶動(dòng)GDP增長、豐富人們精神生活的重要產(chǎn)業(yè)。同時(shí)，動(dòng)漫產(chǎn)業(yè)作為無污染、低能耗的“綠色產(chǎn)業(yè)”，完全符合我國調(diào)整產(chǎn)業(yè)結(jié)構(gòu)、轉(zhuǎn)變經(jīng)濟(jì)發(fā)展方式的要求。然而，與發(fā)達(dá)國家相比，我國動(dòng)漫產(chǎn)業(yè)存在很多問題，例如原創(chuàng)性弱、產(chǎn)量低下、產(chǎn)業(yè)鏈錯(cuò)位等，極大阻礙了動(dòng)漫產(chǎn)業(yè)的發(fā)展。加之國外動(dòng)漫對(duì)本土市場(chǎng)的沖擊，國產(chǎn)動(dòng)漫產(chǎn)業(yè)的發(fā)展面臨著巨大的挑戰(zhàn)。 構(gòu)建適合我國動(dòng)漫產(chǎn)業(yè)發(fā)展的商業(yè)模式至關(guān)重要，本文在分析產(chǎn)業(yè)鏈的基礎(chǔ)上，構(gòu)建了四個(gè)商業(yè)模式。研究方向主要有以下三點(diǎn)：第一，從動(dòng)漫產(chǎn)業(yè)鏈構(gòu)成出發(fā)，，探討動(dòng)漫產(chǎn)業(yè)商業(yè)模式的構(gòu)成要素；第二，以喜羊羊與灰太狼為案例研究對(duì)象，分析其取得成功的經(jīng)驗(yàn)所在；第三，從我國動(dòng)漫產(chǎn)業(yè)鏈各環(huán)節(jié)存在的問題和國外動(dòng)漫產(chǎn)業(yè)發(fā)展的先進(jìn)經(jīng)驗(yàn)出發(fā)，探討我國動(dòng)漫產(chǎn)業(yè)的商業(yè)模式，并嘗試提出相應(yīng)的配套政策。
[Abstract]:With the development of our country's economy and society, the national cultural demand is increasing day by day. As one of the new cultural creative industries in the 21st century, animation industry has become an important industry which can promote the growth of GDP and enrich people's spiritual life. At the same time, animation industry as a pollution-free, low energy consumption "green industry", fully in line with China's industrial structure, change the mode of economic development requirements. However, compared with the developed countries, there are many problems in China's animation industry, such as weak originality, low output, dislocation of the industrial chain, and so on, which greatly hinder the development of the animation industry. In addition, the impact of foreign animation on the local market, the development of domestic animation industry is facing enormous challenges. It is very important to construct a business model suitable for the development of China's animation industry. This paper constructs four business models on the basis of analyzing the industrial chain. The research direction mainly has the following three points: first, from the animation industry chain constitution, discusses the animation industry commercial pattern constituent elements; second, takes the happy sheep and the gray wolf as the case study object, analyzes its successful experience; third, Based on the problems existing in the chain of animation industry in China and the advanced experience of the development of the animation industry abroad, this paper probes into the commercial model of the animation industry in China and tries to put forward the corresponding supporting policies.
【學(xué)位授予單位】：西華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：G124

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