动漫产业的创意价值链的研究.pdf

摘要近年来,我国政府逐渐认识到创意产业在推动经发展上产生的巨大作用,开始大力提倡发展创意产业。动漫产业作为创意产业的典型代表,政府不断加大对其投资的力度,但是我国动漫产业发展仍然停滞不前,很大一部分原因是由于价值链的缺失。构建一条完整的价值链对于动漫产业的发展至关重要,本文在研究创意经济与价值链的基础上,构建出一条创意价值链,并将其与动漫产业相结合,试图从价值链的角度对动漫产业进行研究。研究主要从以下三方面展开:第一,从动漫创意价值链分解与整合的角度出发,探讨动漫创意价值链上动漫原创内容制作企业、动漫加工企业以及动漫策划营销企业的形成:第二,从价值链管理的角度出发,对动漫创意价值链进行管理;第三,选取三辰卡通集团作为案例研究对象, 对其价值链进行分析,并尝试地提出我国动漫价值链上存在的问题与解决对策。本文主要贡献在于以下两方面: 第一,本文结合创意经济与价值链相关理论以及现有研究成果,提出改进的创意价值链及创意价值链系统。第二,本文将创意价值链与动漫创意产业相结合,提出动漫创意价值链,并从动漫创意的价值创造与实现,尤其是动漫创意价值链的分解与整合方面对创意价值链进行研究。本文认为基于这样的视角,对动漫产业进行研究更有助于动漫产业的可持续发展。关键词:动漫;创意经济;价值链 Abstract Recently,Chinese government recognizes thatthecreative industry isplaying a great role inpromoting economic development and vigorously promotes the development ofcreative industry勰a typical representative of creativeindustry inwhich Chinese government continuously increases theinvestment. But Chinese animation industry development stillhas not made any great progress, because oflacking acomplete valuechainin theanimation industry. Creating plete value chain isvery important to the development of animation thebasisoftheresearch ofcreativeeconomy and value chain, thispaper tries to create acreative value chain and applies thisvalue chain tothe animation thispaper,there are fourresearch aspects:firstly,to discuss the formation oforiginal content pany,animation pany and animationmarketing and pany on theperspective posing andintegrating ofvalue chain;secondly,to study themanagement ofanimation industry value chain based on thetheories ofvalue chain management;thirdly,to choose Sunchime Cartoon Group astheobject of case study and toanalyze itsvalue chain;finally,to try topropose problems and solutions forthese problems inthe China's animation value chain. The contribution ofthispaper has two parts: bines creative economy and value chain related theories together andgive out an improved creative value chainand creative value chain system. bines creative value chain and ani