摘要：随着科技的发展，社会的进步，被称为“朝阳产业”的动漫产业在文化产业这条道路上也在不断前进，动漫衍生产业作为动漫的“子产业”也不断在发展和壮大着。虽然现阶段我国动漫衍生产业在其发展中已有建树，但是纵观国内动漫衍生产业的发展现状仍存在着很多的不足，诸如动漫衍生产业投资单一，品牌意识薄弱，产业内人才短缺，动漫衍生产业营销单调，市场狭小等问题。文章通过与国外产业比较分析等方法对我国动漫衍生产业发展现状进行研究，提出转变产业发展模式，加强品牌建设，吸引人才等相应的对策为后期研究提供有利的参考价值，促使我国动漫衍生产业更好更快的发展。84337

毕业论文关键词：动漫产业；动漫衍生产业；发展现状；发展模式

Chinese Animation Derivatives Industry Development And Promotion Strategy

     Abstract:With the development, social progress of science and technology, known as the “sunrise industry” animation industry is constantly advancing in the cultural industry that path animation animation derivatives industry as “sub-industry”also constantly develop and grow with。 Although at this stage of China's animation industry has been derived achievements in its development, but look at the current development of foreign animation derivatives industry, there are many shortcomings, such as a single animation derivatives industry investment; brand awareness is weak; the shortage of talent within the industry; animation derivatives industry marketing monotonous, small markets and other issues。 Through methods and foreign industry comparative analysis study on the industry development status of animation derivatives, thereby changing pattern of industrial development, strengthen brand building, to attract talent and other appropriate measures to provide better value for the study of post-animation derivatives industry, to promote industry Better development。

Keywords: Animation Industry; Animation Derivatives Industry; Development Status; Development Model

目    录   

摘  要 - 1 -

Abstract - 1 -

一、动漫衍生产业概述 - 2 -

（一）动漫及动漫衍生产业的概念 - 2 -

（二）动漫衍生产业的分类 - 3 -

（三）动漫衍生产业的特征及价值 - 3 -

二、国内外动漫衍生产业现状分析 - 4 -

（一）日本动漫衍生产业的发展 - 4 -

（二）美国动漫衍生产业的发展 - 5 -

（三）我国动漫衍生产业的发展现状 - 6 -

三、现阶段中国动漫衍生产业发展中存在的问题 - 8 -

（一）动漫衍生产业投资单一运作模式不畅 - 8 -

（二）品牌意识薄弱竞争力不强 - 9 -

（三）产业内人才短缺知识结构薄弱 - 9 -

（四）动漫衍生产业营销单调市场狭小 - 9 -

四、中国动漫衍生产业发展对策 - 9 -

（一）转变产业发展模式实现多样化发展 - 10 -

（二）加强品牌建设提升核心竞争力