从“求生存”到“求升级”——兼谈中国动画产业国际化战略的双重转化

From “Survival”to“Upgrade”- On Dual Transformation of Internationalization Strategy of China's Animation Industries

计算机技术和通信技术的集成应用,推动了动画产业链的重构。中国动画产业国际化战略将从以往的"求生存"模式,转向"求升级"的轨道。文章以动画产业的技术演变和产业链重构为主线,以过去10年的动画产业国际化经营为背景,以制定符合国情的中国动画产业国际化战略为目标,以分析视频网站带给国内市场的向好为根本,以"一带一路"国家战略助推文化走出去为契机,依靠政策环境和目前国内市场的优势,从基本思路、指导思想、目标市场、发行渠道、实务操作等方面,全方位构建了精准细致的中国动画产业国际化战略。并进一步论述了新时期中国动画产业国际化战略在经济和文化方面的双重转化,从而促进中国动画产业全面实现转型升级。

The integrated application of computer technology and communication technology has promoted the reconstruction of the animation industries chain. Consequently, the internationalization strategy of China＇s animation industries will switch from the past model of striving for survival to that of pursuing upgrade. This paper contrives an accurate, meticulous and comprehensive internationalization strategy of the new era for China＇ s animation industries by outlining the technological development of China＇s animation industries and reconstruction of their industrial chain. Reviewing the international business operation of the animation industries in the past 10 years, it aims to formulate an internationalization strategy specific to China＇s national conditions and analyzes fine tendency of the domestic market brought by audio-visual website media. The paper claims that animation industries must value the opportunity brought by the Chinese government＇s ＂One Belt, One Road＂ strategy, which encourages our culture to face the world, and capitalize on the favorable policy environment and the advantageous present domestic market. By clarifying the fundamental ideas, guidelines, target markets, distribution channels, and practical business operation, the internationalization strategy for China＇s animation industries is finally established. Furthermore, the paper discusses the dual transformation of Chinese animation industries in economy and culture in the new era so as to promote the complete transformation and upgrade of China＇ s animation industries.