浅析中国动画低成本产业的发展要素——以“喜羊羊灰太狼”的成功为例

On the Development Factors in Low Cost Industry of Chinese Animation: A Case Study of “Happy Lambs and Big Wolf”

一部成功的动画片,其构成要素包括政策扶持、制作团队、营销策略、品牌效应等。作为近年来国产原创动画少有的成功之作,中低成本投入的"喜羊羊"电视(以及电影)系列片创造出国产动画片最为上座的记录,因此激发了国内动画企业的信心。在"喜羊羊"制作期间,整合优势资源、认真进行成本控制、努力实施营销策略、大力开发衍生产品等模式,给国产低成本动画的发展提供了值得学习的经验和榜样。

A successful animation includes several elements： marketing strategy,talent team,policy support and brand effect.In recent years,as an extremely successful low cost animation,Happy Lamb and Big Wolf boosts the confidence of the domestic animation companies by creating a record high of attendance.It also provides practical experience and references to domestic low cost animations for the model of cost control,integrating the advantage resources,successful marketing and the development of derivatives.