中國動漫產業鏈的發展現狀及對策研究

文化產業管理論文編號:WHCY101 論文字數:11551,頁數:15 附任務書,開題報告,外文翻譯,文獻綜述

目錄

前言 1
一、動漫產業鏈內涵 2
（一） 動漫產業鏈的定義與特點 2
1. 動漫產業鏈含義 2
2. 動漫產業鏈的特點 2
二、中國動漫產業鏈現狀 2
（一） 中國動漫產業的市場環境分析 2
1. 中國動漫產業的宏觀環境 2
2. 中國動漫產業的微觀環境 3
（二）  中國動漫產業鏈的優劣勢分析 3
1. 優勢方面 3
2.劣勢方面 4
三、日本動漫產業鏈發展模式的借鑒 4
（一）漫畫創作與出版 4
1. 漫畫創作 4
2. 漫畫出版 5
（二）動畫片的播出 5
1. 電視為主的播出平臺 5
2. 日本動畫片的播出機制 6
（三）動漫關聯產品及衍生品的開發 6
1. 關聯產品 6
2. 衍生品 6
（四）日本動漫產業鏈的啟示 6
1. 漫畫出版環節 6
2. 發行和銷售環節 6
3. 知識產權保護 6
四、中國動漫產業鏈的發展對策及建議 7
（一）轉變體制和觀念 7
1. 體制方面 7
2. 觀念方面 7
（二）斷裂的產業鏈 7
1. 現行政策的阻礙 7
2. 現行產業格局的阻礙 8
3. 動漫企業經營模式的阻礙 8
（三）動漫產業人才培養的不足 8
1. 動漫產業格局 8
2. 動漫教育 8
3. 動漫教育、教學規劃 9
（四）版權保護 9
1. 動漫產業法律保護現狀 9
2. 網絡侵權、與衍生品侵權盜版 9
3. 完善法律保護體系 9
結語 10
致謝 11
參考文獻 12

 摘要：當下中國動漫產業鏈仍處于斷裂與缺失狀態，產業鏈上下游配合不嚴密。巨資打造的好動畫片并不能產生應有的，良好的市場效應。動畫公司往往會把一個動畫片授權給圖書出版發行商、音像制品出版發行商、電視節目播放商、文具生產企業、玩具生產企業、服裝生產企業等多個行業的不同企業，這些企業各自為政，效果自然難以保證。本文在當下中國動漫產業鏈的市場環境中，對中國動漫產業鏈的發展現狀及對策研究進行了探討    論文首先講述了動漫產業的發展歷史，對動漫產業發展的成果進行了總結，并講述了動漫產業的現狀。通過市場營銷學的知識，對中國動漫產業的市場環境進行了兩方面的分析，即宏觀和微觀環境。結合市場經濟學的理論，在對中國動漫產業的經營中的優勢進行概括的同時，也對其經營中尤其是營銷中存在的劣勢進行了分析；論文的第三部分通過對國外動漫產業連的分析，找出可借鑒之處；第四部分則通過以上的分析，對中國動漫產業鏈發展提出了針對性建議；最后，在總結全文觀點的基礎上，對中國動漫產業鏈的發展趨勢進行了簡單的展望。論文要求研究框架完備、思路清晰，所提出的策略具有一定創新性和可行性。
 關鍵詞：動漫產業；動漫產業鏈；市場環境
 
THE DEVELOPMENT SITUATION OF CHINESE           ANIMATION INDUSTRY CHAIN AND COUNTERMEASURES STUDY
  ABSTRACT :Contemporary Chinese animation industry chain is still broken and the missing state, with upstream and downstream industry chain is not tight.Huge amounts of money to build a good cartoon should not produce good market effect.Cartoon animation companies often will a license to publish book publishers, audio-video products publishing companies, television broadcast business, stationery manufacturers, toy manufacturers, clothing manufacturers and other sectors of the different firms that are fragmented, the effectnature is difficult to guarantee.In this paper, the Chinese animation industry chain moment the market environment, China's animation industry chain Development and Strategy discussed     Paper first describes the historical development of animation industry, the results of the animation industry are summarized and described the status of the animation industry.Through marketing knowledge, the Chinese animation industry's market environment analysis of two aspects, namely, macro and micro environment.Combined with the market economic theory in the Chinese animation industry to conduct business in general advantages, it also is the marketing of its operations, particularly in the presence of inferior analyzed; The third part through the animation industry in connection with foreignanalysis to identify might be referential; the fourth section the above analysis, the development of China's animation industry chain, made specific recommendations; Finally, in full view on the basis of summing up, the Chinese animation industry chain development trendsimple outlook.Thesis requirement of the framework complete, clear thinking, the proposed strategy has some innovative and feasible.    Key words:Animation industry; animation industry chain; market