我国动漫产业竞争力提升对策研究
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摘要
动漫产业是文化产业的重要组成部分,是经济新常态下的朝阳产业。我国的动漫产业虽然借助新媒体平台发展迅猛,并初步形成了产业链,但在竞争中仍面临着市场定位窄、制作规模小、内容品质有待提升、产业链不成熟等问题。中国动漫产业需要拓宽受众群定位、提升核心技术研发、加深本土文化烙印、打造优质动漫IP布局泛娱乐、开发微动漫模式来提升综合竞争力,形成竞争优势,塑造独具风格的中国动漫品牌,提升中国动漫软实力。
Animation industry is an important branch of cultural industry,and is a sunrise industry as China's economy steps into the"new normal"phase.The animation industry has developed rapidly with the benefit of new media platforms,and has initially formed its industrial chain.But the industry still faces many problems,such as its narrow market positioning,small production size,imperfect quality of the content,immature industrial chain and so on.China's animation industry needs to develop its competitive advantages,and improve its comprehensive competitiveness through broadening the target audience,promoting the research and development of core technologies,enhancing the influence of the native culture,creating high-quality IP and forming a wider entertainment industry,and developing micro animation.The China's animation industry also needs to build its distinctive animation brand,and promote the soft power of China's animation.
Animation industry is an important branch of cultural industry,and is a sunrise industry as China's economy steps into the"new normal"phase.The animation industry has developed rapidly with the benefit of new media platforms,and has initially formed its industrial chain.But the industry still faces many problems,such as its narrow market positioning,small production size,imperfect quality of the content,immature industrial chain and so on.China's animation industry needs to develop its competitive advantages,and improve its comprehensive competitiveness through broadening the target audience,promoting the research and development of core technologies,enhancing the influence of the native culture,creating high-quality IP and forming a wider entertainment industry,and developing micro animation.The China's animation industry also needs to build its distinctive animation brand,and promote the soft power of China's animation.
引文
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[2]前瞻产业研究院.2018年动漫产业现状和融资情况分析2.7亿二次元推动下行业爆发式增长[EB/OL].(2018-03-08).https://www.qianzhan.com/analyst/detail/220/180308-e877bed9.html.
[3]牛兴侦.如何以“爆款”策略打造超级IP[N].中国文化报,2016-12-05(005).
[4]石德生.大数据下中国动漫产业国际化发展路径创新[J].现代经济探讨,2017(3).
[5]金元镐.中国动漫产业发展的现状与困惑——基于动漫作品《大鱼海棠》与《你的名字》的对比分析[J].决策探索,2017(2).
[6]时光网.《冰雪奇缘》“公主裙”全美大卖300万条[EB/OL].(2014-11-05).http://news.mtime.com/2014/11/05/1533593.html.
[7]齐骥.动画文化学[M].北京:中国传媒大学出版社,2007.
[8]宋贵生.塞上风景[M].北京:中国文联出版社,2005.