日本动漫出版产业IP运营研究

【作者】 曹莉；

【导师】 郝婷；

【作者基本信息】 陕西师范大学 ， 出版硕士（专业学位）， 2021， 硕士

【摘要】 在我国,网络文学IP发展迅速,其IP运营早被全行业普遍接受,而动漫作品同为文化创意内容,同样具有强大的IP开发价值,成为IP内容开发的源头,尽管当前我国动漫出版产业处在高速发展期,但动漫的IP运营尚处在起步阶段,动漫的IP运营还有待进一步探索。从世界范围来看,动漫文化的影响日益增加,众多动漫IP经过运营扩散到全世界,其中影响最为深远的当属日本动漫IP。本文旨在通过研究日本动漫出版产业的IP运营,从日本动漫的IP运营模式和IP运营策略入手,分析日本动漫IP运营的特色之处,从而为我国动漫出版产业的IP运营发展提供借鉴。本文的第一章主要介绍研究背景及意义,以及介绍相关研究方法和国内外对日本动漫的研究现状;第二章主要介绍了日本动漫产业的发展历程,并从政治、经济、文化和技术的角度分析了日本动漫出版产业IP运营的外部宏观环境,从受众群体变动、市场竞争以及制作技术更迭等层面分析了日本动漫IP运营的行业内部环境;第三章主要分析了日本动漫出版产业以产业协作为核心的联合运营模式和以产业链延伸为核心的自主运营模式这两种IP运营模式;第四章主要从内容运营、渠道运营、产业链运营这三个层面分析了日本动漫IP运营策略,并结合相关案例加以佐证;第五章主要分析了我国动漫出版产业当前存在着原创内容不足、版权保护机制不健全、动漫及动漫衍生品产业链不完善等问题,从加强创新内容以便打造优质IP、完善产业链促进IP价值延伸、利用粉丝经济推动IP价值变现、增加动漫人才储备和加大政策扶持力度推进“动漫+”战略等五个层面论述了我国动漫出版产业IP运营的发展方向。深入分析了日本动漫出版产业的IP运营模式和运营策略,取长补短,为我国动漫出版产业能够实现又好又快发展提供了重要借鉴。更多还原

【Abstract】 Internet literature IP has developed rapidly,and its IP operations have long been generally accepted by the entire industry in China.Animation works are both cultural and creative content and also have strong IP development value,becoming the source of IP content development,despite the current animation publishing industry.in my country It is in a period of rapid development,but the IP operation of animation is still in its infancy,and the IP operation of animation needs to be further explored.From a global perspective,the influence of animation culture is increasing.Many animation IP have spread to the world through operations,and the most influential one is undoubtedly the Japanese animation IP.This article aims to analyze the characteristics of Japanese animation IP operation by studying the IP operation of the Japanese animation publishing industry,starting with the IP operation model and IP operation strategy of Japanese animation,and providing a reference for the development of IP operation of the animation publishing industry in China.The first chapter of this article mainly introduces the research background and significance,explains related concepts,and introduces related research methods and the status of Japanese animation research at home and abroad;the second chapter mainly introduces the development process of Japanese animation industry,and from politics,politics,The economic,cultural and technological perspectives analyze the external macro environment of IP operations in the Japanese animation publishing industry,and analyze the internal environment of Japanese animation IP operations from the perspectives of audience changes,market competition,and production technology changes.The third chapter mainly analyzes the industry’s internal environment of IP operations in Japanese animation publishing industry.Japanese animation publishing industry has two IP operation modes:a joint operation model centered on industrial collaboration and an independent operation mode centered on the extension of the industrial chain;Chapter 4 mainly analyzes the three levels of content operation,channel operation,and industrial chain operation The IP operation strategy of Japanese animation and animation is supported by relevant cases;Chapter 5 mainly analyzes the current problems of Chinese animation publishing industry,such as insufficient original content,incomplete copyright protection mechanism,and imperfect industry chain of animation and animation derivatives.Strengthening innovative content to create high-quality IP,improving the industrial chain to promote the extension of IP value,using the fan economy to promote the realization of IP value,increasing the reserve of animation talents,and increasing policy support to promote the“animation+”strategy.The five aspects of Chinese animation publishing industry are discussed.The development direction of IP operations.In-depth analysis of the IP operation modes and operation strategies of the Japanese animation publishing industry,and learning from each other,provides an important reference for the good and rapid development of Chinese animation publishing industry.更多还原