動(dòng)漫發(fā)展英語(yǔ)論文正稿

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AnalysisonthedevelopmentofChineseanimationindustry

Abstract:Chineseanimationindustryonthesurface,itseemsthatthesituationisexcellent,but,astheanimationindustrydevelopmentandmaturesymboloftheanimationindustrychainhasnotbeenformed,thereisawiderangeofinfluenceoftheoriginalworkisstillverylittle.Causeofthissituation:videoplayersystemofmonopolypositionremainsunchanged;lackoforiginalanimation;industryoperations,useless;blinddevelopmentofderivativeproductsmarketandsoon.China'sanimationindustrytosolvetheseproblems,China'sanimationindustrychainneedtobeintegrated.

Keywords:Chineseanimation;developmentsituation;reason

Introduction:

OnApril20,2004,theStateAdministrationofradio,filmandtelevisiontodevelop"onthedevelopmentofChina'sfilmandtelevisionanimationindustryanumberofopinions"issued,thelocalgovernmentpositiveaction,haveintroducedpreferentialpoliciesrelatedtothedevelopmentofthelocaldistrict,theanimationindustry.Alargenumberoftheemergenceofalargenumberofanimationbase,animation,animationfestival,AnimationForum,AnimeFair,andsoforth,theemergenceofalargenumberofanimationproductioncompanies,aswellastheformationofalargenumberofanimationwave.Animationasaneweconomicgrowthhasalsobeenalloverthehopes,animationinapieceof"greatleapforward"theexcellentsituation,theemergenceofafine,especiallyinthecentraltelevisionbroadcastsuchas"journeytothewest","theadventuresoflittlecarp"Jingwei"therainbowbluerabbitsevenchivalrousbiography"theSanmaoroamsaboutRecords""timeboy"thelegendofNezha"thekid"themagicteenager,"pigmanMartialArts2008"andsoon.Buttheanimationisfine,butdoesnotmeanthattheanimationindustryasaleadinganimationhasbeenformed.Animationindustryisitsownrulesofoperation,itisbythecartoon,cartoonPlanning--Animation--videoplaybackofanimationderivativeproductsmarketingit'sfivemajorindustrialchainorganicunifiesintogether,mutualcooperation,mutualcooperation,complementeachother,avirtuouscircletogethertoimprovetheorganiclink.ItisnotdifficulttoseethatChina'scurrentanimationindustrychainisstillmissingbrokenchain".Theanimationlevel,thedownturninthemarketreactionpalemakepeopleconfused,butalsoallowpeopletoreturntoreason,sparkedthinking.

InAugust2008,SARFTdeputyeditorinchief,directorofthedevelopmentresearchcenterof,radioandtelevisionbluebookeditorinchiefHuangYongintroducedtheresearchofChinaRadio,filmandTelevisionDevelopmentReport2008writtenwork,releasedthemaincontentsoftheannualreportwrote:in2007,thecountryproducedatotalof186section101614minutesofcompletingthedomestictelevisioncartoon,respectivelythanin2006increasedby50%and23.43%,makingatotalofcompletedanimationfilm6.InFebruary2008,mentionedintheproposalofCentralCommitteeofChinaAssociationforpromotingdemocracyinthesubmittedtothemeetingoftheCPPCCNationalCommitteeofculture,theculturalindustryofourcountry,especiallyintheanimationindustry,themanagementpattern,theprevalenceof"bullmanagement,unclearresponsibilitiesandlackofcoordinationandunification".Theproposalthattheanimationindustryfromthecreation,broadcast,publishingtoderivativeproductsandsooneachlink,respectivelybytheStateAdministrationofradio,filmandtelevision,pressandpublishingadministration,theMinistryofculture,StateAdministrationforIndustryandcommerce,theMinistryofinformationindustry,theMinistryofscienceandtechnology,theMinistryofeducationandotherministriescrossmanagementandresponsibilitiesoftheministriesandcommissionsoftheStateCouncilisnotclear.Otheraccordingtoincompletestatistics.Uptonow,theconstructionofatotalofmorethan60animationindustrybase,whichbaseofnationalawardis42,respectively,byanumberofministriesawarding.Seemstobebooming,butthebaseinvestorsturnedrealestatedevelopers,becausethedevelopmentmodelissimilarandledtothebaseofthebasetorobbusinessesandresourceidlephenomenonisnotuncommon.Atpresent,animationindustryrelatedindustryassociationsandmany,butduetothegovernmenttotakemultiplemanagement,registeredinthecompanyandworksmusttofindcompetentbusinessdepartmentatahigherlevel,soallkindsofanimationindustryassociationalsobecauseoftheconflictinginterestsofvariousgovernmentdepartmentsbecomemorecomplexandchaos,avarietyoforganizationname,coverobjectsoverlapping,thecompetentauthoritiesvaried,lackofoverallplanningandconfused.ThebiggerdrawbackisthatChina'sIndustryAssociationintheroleoftheemergenceofaconsiderablepositioningdeviation.Mostoftheanimationindustryassociationisdifficulttomaintainits"non-government",andeveninthe"twogovernment"state,simplycannotreflectthefullservicevaluefortheenterprise,thedirectresultofthelackofcredibility.Corporateidentitycannotbeimproved,industryassociationswillberendereduseless.

Lookingbackfrom2005to2008this3yearsthedevelopmentofChina'sanimationindustry,wefoundthatthenumberofanimationworksincreased,theamountofanimationproductionincreased,thecartoonsareless,theinfluenceoftheanimationbrandisless.Thetwolittlemorethantwoshowsintoanimationworkstothecommodityisnotenough.Inrecentyears,throughthetelevisionmediapopularcartoonmadeonlybluecat,Nezha,rainbowcat,smallcarpforafew,thebluecat,rainbowcatandmorederivativeproductsandsuccessfullyandchildren'sdrinksrealizingbinding.Butinadditiontothetwo"thecat",brandpromotionotherimagesarefew,thelegendofNezha"fallfromtheskyapig","QinShimingyue""happystarcat,"happystuff"andotherexcellentanimationworksofderivativeproductdevelopmentisobviouslyinsufficient.nadditiontobooks,otherproductimageauthorizedonlysimplystayinthecartoonimageofthepasteondifferentproducts,anddidnotrealizethecartoonanimationnameorbycartoonmarketdriventheriseandprosperityofmarketoftheproducts,promotesalesmarketofanimation,evenifsalesincrease,butsalesprofitsnorthereproductionoftherealreturntoanimation,animationandproductdistributionofwin-win.

DiscussionandImplications:

a>themonopolypositionofthefilmandtelevisionbroadcastingsystemisstillnotchanged

Videoplayersystem,alsoisthetelevisionandcinema,theyholdthepublicresourcesinourcountry,forthecompanysenttheanimationworksnitpicking,lowerpricesorevennonpayment,inexchangeforadvertisingtime,theoriginallyshouldbelongtothebusinessoftelevisionadvertisingdepartmentimposedintheanimationproductioncompanies,animationproductioncompanyinthefilmingoftheanimationatthesametimeshouldalsobeconsideredfortheTVstationtoundertakeadvertisingbusiness.Theatricalfilmthesituationisevenmoredifficulttounderstand,filmandanimationplaybackandapprovedbytherelevantdepartments,butpaycinemaalargesumofmoneytoensurethebroadcastfilmafterlossorascompensationforlossoflikeanimatedfilm"Thesoldierzhangga".Sothattheanimationproductioncompanydoesnotmakethefilmdoesnotlose,productiononthedeficit,broadcastmorelosses,unlessyoucangetthestrongsupportofcorporateandbankfunds.Butbanksandenterprisesistoprofitforthepurposeof,thelossisnot,thentheyonlytookafancytoinvestin"cartoon"thepotentialmarketprospectwillinvest,buttheanimationindustryhasbroaduniqueeyesbankersandentrepreneursandhowmuch??onlytobreakthemonopolyoftelevisionandcinemaofunifythewholecountry,newalternativepaths,animationcompaniesmayhaveanewway.Traditionalfilmandtelevisionmediainthe5yearsago,theinfluenceisstillquitelarge,butnowitisgreatlyreduced.TheemergenceofnewmediasuchasdigitalTV,Internet,mobileTV,IPTV,andsoon,providesanewwayforthespreadofthecartoonbrand.Likebeanfrogs,Kaka,unluckyghostDebaoandimageviatheInternetandmobilephonesgraduallyemerge,makingspreadbynetworkhaveeffectsanimationcompaniestodevelopmorevividanimationproductsaddenthusiasm,alsomakestheanimationproductioncompanyinthedifficultsituationtoseesomehope.Also,thefilmandtelevisionbroadcastsystemintotherealmarket,andmaybeabletotaketheinitiativewiththeanimationproductioncompany,intheanimationindustrychaintodevelopandimprove,thestartingpointofChina'sanimationindustrywillreallystart.

<b>originaldeficiency

Sincethereformandopeningup,becauseofourcountry'sanimationisinthebeginningstage,andatthistimethedomesticlaborpriceisrelativetotheforeigneconomy,animationproductioncompany'smainbusinessismainlyonbehalfoftheprocessing.Undeniable,inthegenerationofmachiningprocess,animationcompanytrainingalargenumberofanimationproductionpersonnel,itisparticularlyworthmentioningistheapplicationofnewcomputertechnology,breakingthetraditionalChingChing,acelluloidfilmshooting,usingdirectcurrent

Brainshooting,computergraphics,computergraphics,computergraphics,andsoon,greatlyacceleratethespeedoftheproductionofanimation.Inthisenvironment,growingupgraduallyintheourcountryanimationworkers,theyinthinkingaboutthestatusquoofChina'sanimation.MoreandmoreofChina'sanimationindustrylagsfarbehindJapan,theUnitedStatesandotheranxiety,inexploringtheroadofdevelopingChina'sanimationofdevelopmentandthefutureanddestiny.Atpresent,theoveralllevelofChina'sanimationcreationteamisnothighisanindisputablefact,theimageoftheoriginalworkofthelackoffreshnessandimpact,thestorydoesnotattractpeopleandotherissues,resultinginthespreadoflimited.Intheprocessofthecreationoftheproduct,theproductoftheelementsofindifference,butalsodirectlyledtothedifficultyofproductdevelopment.ToCCTVandShanghaianimationfilmstudioproductionbroadcastdomesticanimationasanexample,derivativeproductsareonlylimitedtobooksandaudiovisualproducts,othertypesofproductsanditwashardtosee.

Fromthechoiceofsubjectmatter,like"SparklingRedStar""xiaobingzhangga"theredthemeworks,atthebeginningofthecreationmaysimplydoesnottakeintoaccountthederivativeproductdevelopmentproblems.AndthecreationofanimationinChinastillremaininthetraditionalmyths,legendsandstoriesofadaptation,oftheromanceofclassicalliteraryworks,orisWulitouComedyon,reflectingtheanimationscriptwriteronthetopic,lackofinnovation,thereisawidespread"eatingancestorsneverend"phenomenon.Inreality,theoriginalthemeofsciencefictionislessandless,themarketsalesofrelativelypopularcomicsintocartoonisless,onlyCCTVanimationwillbetheendofthelastcenturyChinaYouthcomicauthorYaoFeilacreatedcomic"dream"changedintotheeponymouscartoon,butinthefiveyearsafteritwascompletedandaired,andfortheyearinhotpursuitofthereaders,theyalreadygrewup,onthe"dream"alsohaveanewunderstanding,andnowseenthecartoonaudienceandtheoriginalisnotfamiliarwith,theresultisnotreachedandobsessionofheatinthepast,notattractedmanyviewers.Successinthisregardonlyin1998bytheShanghaianimationfilmstudioanimated"Imadsong".Atthetimeofwritingthiswork,theauthormakesathoroughinvestigationandstudyoftheanimationmarket.Atthattime,JapanandSouthKorea'sanimationaccountedfortheabsolutemarketshareinChina,andthemiddleschoolstudentsandteenagerstonewsongsespeciallyHongKongsingersoughttofrenziedobsession,fromtheheartofSouthKoreaandHongKongYouthpies,hairisakindofintimacy,sotheauthorsofShanghaianimationfilmstudiojustgrabthementalityofyoungpeople,tocreateasuitablewasdoneinonevigorousefforttoyoungstudentstowatchcartoons"mysong",hasachievedgreatsuccessinthemarket,therelativederivativeproductsalsocameintobeing,thenameofthedrama,books,printedwith"bythemajorityofyoungpeoplewelcometomysongtheimageofthemad"cards,stationery,clothing,jewelryandsoon.Incontrast,nowlikethiscausedasensationoftheanimatedfilmalmostinvisible.TheStateAdministrationofradio,filmandtelevision,deputychiefeditorofJinDelonginthebulletinofthe2007nationalanimationindustrydevelopment,afiercespeechcausednosmallshock:"alargenumberofdomesticanimation,theprotagonistwouldbethreepeople--historyishard-working,studious,mythisinadditiontoviolenceAnliang,punishingevilandpromotinggood,educationisdullpreaching.Characterpatterntooserious,lowlevelrepetitionandcontentoffabrications,advocatingspoof,subversionclassics,suchaswhitedragonhorsewitharevolver,pigisaromanticguy,sandmonkintothequicksandoflaid-offworkers,QinShiHuanginFaust,eggedonbywagingwar,LiBaiturnedthetestfailpunks..."

Whynowthedomesticanimationwillbesoandreallifeoutoftouch?Hereisundeniablethataquickthoughtinthehaunt.Theauthorsdidnotin-depthunderstandingoftheaudience'sheart,notthethoroughinvestigationandstudyofrealisticanimationmarket,thecreatoroflostanimationnature,thatisfaceismanyviewersof"ordinary"and"universal"of,nottoconcerntheaudiencereallyneedwhatkindofspiritualfood,nottostudythemarketreallyneedwhatkindofanimation,nottostudytheshootanimationintheendistoseewhatthe.Adaptationoftheexistingstory,theexistingidiom,theexistingmyth,theexistinglegend,relativelyeasytogettheleadershipoftheaffirmationandpraise,andtherealityoftheworkiseasytotouchtherealityandcausealotofcontroversy.Nomatterwhatkindofworks,theauthorbelievesthatweshouldmeettheneedsofmodernpeople'sappreciation.Thatistosay,aneraisaneraofpopular,aneraisanera,aneraisanera,aneraisaneraofpublicpsychologyandadaptationstomodernconsciousness,likemythcartoon"Jingwei"adaptedaccordwithsucharequest.ItistheuseofmodernconceptsandtheoriestointerpretancienttimesaMillenniumlegendof,whetheritislanguageandnormsofbehavior,ortheplotofthestoryofupsanddowns,canmakedifferentlevelsofaudiencetounderstandandread,althoughitismodifiedseries,buttheauthorintheadaptationoftheskillssignificantlyincreasedmanyinsocietyatthattimeisnotlikelytotouchthethoughtandimpossibletoexplaintherealityofthesituation,andinthetechniqueofexpressionwithmodernscienceknowledgeandunderstandingsothatthemajorityoftheaudiencetoaccepttheunpleasant.Thismasterpieceinthecentraltelevisionchannel,CCTVchildren'schannelin2007theNationalDayGoldenWeekprimetimebroadcastandinthesubsequentMarchcontinuouslyreplayedthethreetimes,wonthegoodsocialidentity.Therefore,indoesnotexcludethetraditionalcultureandtraditionsofthestoryoftheadaptationoftheromanceofthepremise,therealisticthemeoriginalisanimationrevitalizationoftheprimarypoint,especiallytherealitycan'treadsciencefictionoriginalisthemostattractive.

〔ctheoperationmechanismofindustrialuseless

Manyanimationcompaniesinthemindisallveryclear,regardlessofistheanimationor,comicsor,walktheroadofindustrialization,canonlybelikeaschoolboy,doanythingtostartfromthemostbasicwork<becausetheythemselvesdidnotbase>.Heresaidthefoundation,isreferstoshootingcartoonsmustdothings,suchasmarketresearch,productioncycle,filmandtelevisionbroadcastarrangements,booksandaudiovisualproductsdisplay,otherderivativeproducts,marketandhowtooperationandsoon,butgeneralanimationproductioncompanyorisoperatingcompaniesalwayshavesuchshortcomings.One:theanimatedconfidencefull,butinoperationapprovalandbroadcastgradecannotreachtheexpectedtime,becausemanycompaniesareidealconsiderationisthefilmaslongasthroughtheapprovaloftheStateAdministrationofradio,filmandtelevision,televisionshouldgivebroadcastofcourse.Two:aslongasmycartoononTVbroadcast,withthesamenameofthecartoonbooksandaudioandvideoproductsinthemarketwillcertainlyoccupyalotofsalesshare,themarketwillcertainlybeoptimistic.Three:cartoonproductionandbookproductionisnotanindustry,itisnotadepartmentapproval,forgrantedtomakethefilmandtooperatethebook,itwillbenothingtodo.Four:OperationPlanninglackofcompanypersonnel,saidhereisreferstotheprofessionaltalent,andprofessionaltalent,regardlessofthelackofanyonecompany,especiallyhaveexperienceintheoperationofthetalentisthelackof.Inourcountryinrecentyearsintraininganimationtalentinvestedalotofenergy,variousuniversitiesbasicallysetupaprofessionalanimation,butarerelativelybiased,payattentiontotrainingofprofessionalandtechnical,andtheconceptofanimationandanimationindustry,animationoperation,variousuniversitiesarerarelyinvolved,saidthepopularpointisonlytaughtchildrentowalk,nottoteachthechildrenwhygo,didnotteachchildrentowalktowardthedirection,didn'ttellwillmeetwhattogoontheroad,anddevelopthestudents"unrealisticexpectations.Five:quick.Eachanimationcompanieswanttointhecountrystronglyencouragethedevelopmentofanimationindustryfishingforthepotofgold,thebasicworkofDu'andon'thavethehearttodo,blunderingpsychologyhowcanmakeafinecartoons!Six:manyanimationcompanyboss,arenotdoinganimationwasborn,theanimationonlyfeelinginthefilmandtelevision,theyputothercareerearnedmoneyintotheanimation,inordertounderthenationalpolicyofpreferentialfishpotofgold.Carriessuchaspeculativepsychologyhowtodothebasicworkit!Thisistheourcountrymanyanimationplanningstatusoftheoperationofthecompany.

<d>theblinddevelopmentofderivativesmarket

"Horizon"animeversionofthe"Chineseculturalnewspaper"publishedintheNovember21,2008,publishedanarticlebyZhaoyingwithMr.writearticle:"comicbooksintothreelyinginthewarehouse",mentionedinthetext:animationcompanyandpublishingplanninginstitutions,researchresultsshowthat,duringthesameperiod,only1to3kindsofcartoonbookscanselllikehotcakes,regardlessofthebooksattheendof1/3intopermanentinventory.Equivalenttotheanimationbooks,animationderivativeproductsalsosufferedthesameend,evenworsethanthis.Whichiswhyit?Undernormalcircumstances,acartoonmaking52episodes,15minutesperepisodeisregardedaslongmasterpiece,accordingtoadailybroadcastset2calculation,alsoisnottobroadcasttoamonth,onthereplayandisonlyabouttwotothreemonths.So,allofthederivativeproductsonlyinthethreetotwomonthsofsalesisthebest,afterthisperiodofsalesdecreasedsignificantly.Thismeansthatanyoftheanimationderivativesmarkethasaconsiderablerelevancetothebroadcastoftheanimation,thetimingofthetelevisionbroadcastonthegrasptobefullyconsidered.Mustbecoordinated,thenumberofproductionshouldbefullyconsideredbroadcastcycle.AndChina'scartoonbroadcastnotwithsubjectivevolitionoftheproductioncompanyfortransfer<whichisdecidedbythetelevisionbroadcastsystemofmonopoly>,andderivativeproductsalsohavetooperateinadvance,putmarketopportunitiessuchasarenotallowedtograsp,inventorybacklogcausedbytheinevitableresult.Andsomecartoonbroadcastsimplydidnotconsiderthemarketprospectsofitsderivatives,tobeabletoarrangethebroadcastisverygood.Thiswillinevitablycausethederivativeproductmarketblindness,alsocausedtheChineseanimationderivativesmarketisbetweenJapanandtheUnitedStateshaslongafterthemarketfeedbackhasgoodmarketeffectofanimationanditsderivativeproductsbrisksalesphenomenon.Someradicalpeoplesay:morethanthebaseofthecompany,thecompanymorethantheanimation,animationthanbooks,morethanthesaleofthelibrary.Itwasugly,butalsotosomeextentreflectsthecurrentembarrassingsituationofChina'sanimationindustry.

<e>thereisnoformationoftheindustrialchain

Animationindustrychainhasnotformed,isthecauseoftheplightoftheanimationindustryisthemostfundamentalreason.

Aswehavementionedearlier,theanimationindustryisformedbythefivelinksorganicallylinkedtoatightcombinationoftheformationofavirtuouscircleofindustrychain.Withcrossindustry,crosssectoral,crossregional,crosssectoralcharacteristics,theneedforallsectorsoftheregionbetweenthevarioussectorsoftheautomaticconvergence.Suchas"bluecat"after3yearsintheCCTVrepeatedplay,continuetostrengthenthebrandimage,catchupwithproductsatthesametime,establishtheirownsaleschannels,andformedwithChinesecharacteristics"bluecat"animationindustrychain.Andthecombinationofrainbowcatandchildren'sproductsisalsoaverygoodcase.Iftheanimationindustrydoesnotformtheintegrationofindustrialchain,itisabsolutelyimpossibletosurvive.Realizationofanimationworkstothetransformationofgoods,thekeyistohaveagoodwork.What'sgoodworks?Isthefirstgoodcartoonimage.Agoodcartoonimageincolor,modelingtobecute,easytodevelopthedevelopmentofderivativeproducts.Haveamatchwiththestoryofthegood,themostimportantisthecartoonimagemustbeendowedwithakindofspirit,itshouldisagroupofvoiceorhavesomespiritcharacteristics,canbecometheidolofthispopulation.Fromtheworktotheproductisalsoanimportantpartof-productdesign.Thisisalotofanimationcompaniesareeasytoignoretheproblem.Ioftenhearsuchaphenomenon:someoftheanimationstudiooftheoriginalstaff,holdingtodesigntheirowncartoonfindaproductproductionenterprise,expectedtodiscussthebrandauthorization,butdidnotconsiderthiswhyenterpriseschoosehisworksdothebrandimage.Infact,theimageoftheoriginalanimationisjustanartisticimage,aftertheproductdesignthisprogram,youcanattachtoavarietyofgoods,andcanproduceahighervalueadded.Itshouldbenotedthattheproductdesignisbasedonthecartoonimagehasahighdegreeofrecognition,andthisimagemustbeofvitality.Chinahasorganizedacartoonimageofthecopyrighttransaction,butwithlittlesuccess,therootcausesofanimationinourcountrythereislittlevitalityofthecartoonimage.Intheanimationindustryhasbeensprea