中国动漫产业衍生品分析

中国动漫产业衍生品分析(6900字)

摘  要

我国动漫产业前景巨大，但是动漫产业衍生品开发不足、产业链不够系统和规范导致其无法盈利。动漫产业的特殊性在于它不是靠产品本身的售播来赚钱，而是要以产业链下游的衍生品开发实现企业的盈利。因此，动漫产业通过衍生品开发和销售的模式对于动漫企业的生存和壮大就显得尤为重要。我国动漫产业尚处于起步阶段，完整的动漫产业链还没有建立起来，大多数的资金和人力的投入往往都用到了动漫影视的制作过程中，而其他环节特别是衍生品产业的环节特别薄弱，导致我国动漫产业盈利状况不佳。
本文通过分析我国及国外动漫产业的现状，针对我国动漫产业的不足和国外的优势，取长补短，提出了相对应的建议，并利用衍生品的开发，构造中国动漫企业盈利的新模式。
关键词：动漫产业；衍生品；开发；动漫市场

Abstract

China's cartoon industry is huge. But the animation industry derivatives development insufficiency,industrial chain is not systematic and standardized the unprofitable ,our industry is that it does not rely on the product itself sowing to make money,but to the profitable of the enterprise in the industry chain downstream derivatives development.Therefore,it seems particularly important mode of cartoon industry through derivatives development and sales for the animation enterprise's survival and growth.China's animation industry is still in the initial stage,a complete animation industry chain has not yet been established, most of the financial and human inputs are often used in the process of making animation and film, and other aspects of the derivatives industry link is particularly weak, resulting in China's dynamic diffuse industry profitability is poor.

In this paper, through the analysis of our country and the status of foreign animation industry, learn from each other in view of the deficiency of cartoon industry in China and abroad, the advantages, puts forward corresponding suggestions, and the use of derivatives of the development, new model structure China animation enterprise profit.
Keywords: Animation industry；Derivatives；Development；Animation market