【作者】 李菁；

【导师】 邓向阳；

【作者基本信息】 湖南大学 ， 新闻传播学， 2011， 硕士

【摘要】 动漫衍生产品是动漫产业链条中的重要环节，是动漫产业最大的经济增长点。动漫衍生产品的积极开发，有利于我国动漫产业链的完整，促进动漫经济的发展。动漫衍生产品的开发越来越受到各国的重视，我国也逐渐重视这个被视为“金矿”的产业，但是市场出现的优秀产品仍然不多，动漫衍生产品市场由国外产品垄断。本文首先陈述动漫衍生产品的开发的产业关联，分析周边产业与动漫衍生产品开发的重要性和切入点；接着对动漫衍生产品的开发要素，即品牌、人才、资金进行具体分析，阐述这些要素对动漫衍生产品开发的重要性；通过描述我国动漫衍生产品开发的现状，总结我国动漫衍生产品开发过程中存在的一些问题：缺少自主品牌，没有优秀动漫形象，没有足够的启动资金，市场定位不准确，盗版现象严重等，这些问题严重制约我国动漫衍生产品的开发。最后，针对这些问题，从实践的角度提出具体改进策略，包括增强开发意识、增加产品吸引力、充分分析市场和增大政府扶持力度，希望这些策略和建议能给我国动漫衍生产品的开发一些帮助，更好地促进我国动漫产业积极发展。更多还原

【Abstract】 Animation derivative product which is one of the important links in animationindustry chain is the largest economic point of growth in it. The positive developmentof animation derivative product is conducive to the integrity of China’s animationindustry chain and promoting the economic development of animation. More and morecountries in the world attach importance to the development of Animation derivativeproduct, our country also gradually pay more attention to this industry regarded asthe" goldmine" but excellent products are still few in the market, animation derivativeproduct markets are monopolied by foreign products.This paper will state the development and the relationship with the relativeindustries at the beginning and analyze the importance and entry point of every relativeindustries and the animation derivative product development. The next part will indetail analyze the animation derivative product development elements, namely thebrand, talent and capital, and elaborate the importance of these elements of theanimation derivative product development. By describing the present situation ofChina’s animation derivative product development, it will summarize the existingproblems in the process of the animation derivative product development in ourcountry: lack of independent brands, excellent animation image, short of enoughcapital, the inaccurate market positioning, the serious pirate phenomena and so on.These problems severely limits our animation derivative product development. Finally,aiming at these problems, specific improvement strategies will be put forsward from apractical point of view put forward, including enhancing development consciousness,increasing attraction of the product, analyzing of the market fully and increasing theaiding strength from the government in the hope of these strategies and suggestionswhich will be heipful for the Chinese animation derivative product development andpromoting the positive development of animation industry in china better.更多还原