本文選題：動漫品牌形象　切入點：性格表現(xiàn)　出處：《河南大學》2012年碩士論文　論文類型：學位論文

【摘要】：動漫產(chǎn)業(yè)被稱為21世紀的朝陽產(chǎn)業(yè)。動漫產(chǎn)業(yè)作為文化產(chǎn)業(yè)的一個重要分支，在國家基礎產(chǎn)業(yè)發(fā)展遭遇瓶頸時，以文化內(nèi)容生產(chǎn)為核心，創(chuàng)造了巨大的商業(yè)價值。國外動漫產(chǎn)業(yè)以美國和日本為代表，已發(fā)展成為一個龐大的產(chǎn)業(yè)體系，同時韓國和印度的動漫產(chǎn)業(yè)也在悄然興起。產(chǎn)業(yè)鏈發(fā)展的基本完善，動漫品牌形象價值的不斷發(fā)掘與推廣，使動漫產(chǎn)業(yè)發(fā)達的國家從中獲得了巨大的經(jīng)濟利益。目前，日本動漫產(chǎn)業(yè)的年營業(yè)額達到230萬億日元，已經(jīng)成為了日本第三大支柱產(chǎn)業(yè)。而迪斯尼動畫產(chǎn)業(yè)集團僅一年的產(chǎn)值就達150億美元。 中國也意識到動漫產(chǎn)業(yè)中蘊藏的巨大商機。當今，全國各地大力興建動漫基地，舉辦動漫節(jié)，各院校紛紛開設動漫專業(yè)，中國的動漫產(chǎn)業(yè)步入了快速發(fā)展的軌道。但是，中國本土令人印象深刻的優(yōu)秀動漫產(chǎn)品依然屈指可數(shù)。日韓及歐美的動漫作品在很長一段時間內(nèi)占據(jù)著國內(nèi)市場，“日式”及“美式”的動漫風格主導了國內(nèi)受眾的審美傾向，導致中國動漫作品難以擺脫“模仿”的趨勢。90年代以后在世界范圍內(nèi)具有影響力的、能夠代表中國特色的動漫品牌形象至今尚未形成。因此，打造獨具中國特色的動漫品牌形象，以品牌形象的推廣和延伸帶動整個動漫產(chǎn)業(yè)鏈的發(fā)展，成為當前中國動漫產(chǎn)業(yè)發(fā)展的重要課題。 本文依據(jù)品牌的內(nèi)涵及動漫品牌形象的概念和特征，從動漫形象的性格表現(xiàn)著手，采用理論研究與典型案例相結(jié)合，定性分析與定量研究相結(jié)合的方法，探討動漫形象的性格表現(xiàn)因素在形象品牌建構(gòu)中的意義，并將動漫品牌形象建構(gòu)與動漫產(chǎn)業(yè)鏈的發(fā)展相關(guān)聯(lián)。同時與國外動漫品牌形象相比較，對比分析了中國動漫形象性格表現(xiàn)的特點與不足，為中國動漫品牌形象的建構(gòu)和發(fā)展提供了建議和對策。 本文共分六部分，緒論部分主要介紹了研究背景和意義、研究方法、文獻綜述及本文的創(chuàng)新之處，分析總結(jié)了前人關(guān)于動漫品牌、動漫產(chǎn)業(yè)及動漫形象的研究成果。第一章梳理了品牌與動漫品牌的概念，對動漫品牌形象的概念和特征進行了界定。第二章重點分析國外及國內(nèi)動漫形象的性格表現(xiàn)，結(jié)合定量分析法選取迪斯尼動畫近二十年動畫電影中的形象，及日本集英社單行本銷量前五名的漫畫形象，梳理美國及日本動漫形象的性格特征。對比分析中國本土動畫形象在中國學派時期與新時期在性格表現(xiàn)上的異同與所呈現(xiàn)的特點。第三章闡述了動漫品牌形象建構(gòu)的性格表現(xiàn)因素，以美國迪斯尼及日本經(jīng)典動畫為實例，闡釋了動漫形象性格表現(xiàn)的表層建構(gòu)和深層內(nèi)涵，并揭示了性格表現(xiàn)因素對于動漫品牌形象建構(gòu)的重要意義。第四章著重論述動漫品牌形象的建構(gòu)與動漫產(chǎn)業(yè)鏈的互動關(guān)系，分析動漫產(chǎn)業(yè)鏈的構(gòu)成，探討動漫品牌形象的建構(gòu)與動漫縱向及橫向產(chǎn)業(yè)鏈互為影響。第五章結(jié)合中國動漫品牌形象建構(gòu)的現(xiàn)狀，指出目前中國在動漫品牌形象建構(gòu)方面仍存在動漫形象創(chuàng)造不受重視，，品牌意識薄弱，產(chǎn)業(yè)鏈斷裂等方面的不足，并對中國動漫品牌形象建構(gòu)發(fā)展和完善提供了建議。 動漫品牌形象是貫穿動漫產(chǎn)業(yè)鏈的生命線，品牌形象的建構(gòu)與推廣，直接關(guān)系到動漫產(chǎn)業(yè)鏈能否良性運轉(zhuǎn)。中國動漫產(chǎn)業(yè)的發(fā)展相較于日本、美國仍然處在相對落后的狀態(tài)，尤其在對于動漫品牌形象的打造和品牌形象維護方面尤為薄弱。希望通過本研究為我國動漫品牌形象建構(gòu)的研究和發(fā)展提供一個新的視點，補充和完善相關(guān)理論，并為動漫從業(yè)人士在動漫品牌形象建構(gòu)方面提供具有參考價值的思路與方法。
[Abstract]:The animation industry is known as the sunrise industry in twenty-first Century. The animation industry as an important branch of the culture industry in the national basic industry developmentbottleneck, with cultural content production as the core, to create a huge commercial value. Overseas animation industry represented by the United States and Japan, has become a huge industrial system. At the same time, South Korea and India animation industry is also quietly rising. To perfect the industry chain development, and constantly explore and promote the value of brand image animation, the animation industry developed countries have obtained huge economic benefits. At present, the Japanese anime industry's annual turnover reached 230 trillion yen, Japan has become the third pillar industries while Disney animation industry group. Only a year output value amounted to $15 billion.
China is also aware of the potential opportunities in the animation industry. Today, all over the country to build the base of animation, animation festival is held, the institutions have set up professionalanimation, Chinese animation industry has entered a rapid development track. However, Chinese nativeimpressive outstanding animation products is still a handful of South Korea and Europe and the United States animation works. To occupy the domestic market in a long period of time, "Japanese" and "American" animation style dominated the domestic audience aesthetic tendency, leading to Chinese animation works hard to get rid of "imitation" of the trend of.90 in influential in the world, Chinese can represent the characteristics of the animation brand image has not yet formed. Therefore, to create the unique characteristics of the Chinese animation brand image, brand image promotion and extension to promote the development of animation industry chain, become China The important subject of the development of animation industry.
The concept and characteristics on the basis of the brand connotation and brand animation image, starting from the cartoon image of the character, the theoretical research and case combination method of qualitative analysis and quantitative analysis, explore the animation character performance factors in brand image in the construction of meaning, and the associated development of animation brand image and the construction of animation industry chain. At the same time compared with foreign brand animation image, comparative analysis of the characteristics of Chinese animation image character performance and the insufficiency, provides suggestions and Countermeasures for the construction and development of Chinese brand animation image.
This paper is divided into six parts, the introduction part mainly introduces the research background and significance, research methods, literature review and innovation of this paper, summarizes the previous research results on the brand animation, animation industry and animation image. The first chapter introduces the concept of brand and brand animation, concept and characteristics of the animation brand image the definition. The second chapter focuses on the analysis of foreign and domestic animation character performance, combining the quantitative analysis method to select Disney animated films in the past twenty years, and the Japanese Shueisha offprint sales of the top five comic characters, combing the United States and Japan cartoon image. Comparative analysis of similarities and differences China localanimation image characteristics in character the performance in the China school period and the new period and the present. The third chapter expounds the factors of animation brand image construction character, in the United States And Japan classic Disney animation as an example, explains the animation image character of surface construction performance and deep meaning, and reveals the personality factors important for animation brand image construction. The fourth chapter focuses on the interactive relationship between the animation brand image construction and animation industry chain analysis, animation industry chain, explore the animation brand image and the construction of animation industry chain of thelongitudinal and lateral influence each other. The fifth chapter discusses the status of construction of Chinese brand animation image, pointed out that the current China in animation brand image construction still exist animation image creation is not valued, brand awareness is weak, lack of fracture the industrial chain, and the China animation brand image construction and development provide suggestion.
鍔ㄦ極鍝佺墝褰㈣薄鏄瘡絀垮姩婕駭涓氶摼鐨勭敓鍛界嚎,鍝佺墝褰㈣薄鐨勫緩鏋勪笌鎺ㄥ箍,鐩存帴鍏崇郴鍒板姩婕駭涓氶摼鑳藉惁鑹

本文編號：1617125