中国动画市场化、产业化探索——以《蓝猫淘气3000问》和《喜羊羊与灰太狼》动画为例

On Chinese Market-oriented Animation and its Industrial Exploration: Taking "3000 Whys of Blue Cat" and "Pleasant Goat and Big Big Wolf" as Examples

通过对20世纪90年代初发展至今的中国动画市场化、产业化探索的分析,认为这一探索历程可以2004年为界分为两个阶段,前一阶段主要是原有动画体制的转型探索,后一阶段则着重于动画市场环境的构建探索。分别分析了两阶段中推动国产动画市场化、产业化探索的原因,并选取典型案例来分析各阶段探索的具体情况。

The paper tries to analyze Chinese market-oriented animation and its industrial exploration from the early 1990s until now. The exploration process can be divided into two stages with 2004 as the landmark. The first stage focuses on the transforming exploration of the original animation system, while the second stage focuses on the exploration of market environment construction. With the typical cases, it analyzes reasons of the transforming exploration and phases of the concrete conditions.