《喜羊羊与灰太狼》商业运作与维权措施探究

On the Commercial Operation and Rights Protection of “Pleasant Goat and Big Big Wolf”

我国原创动漫品牌《喜羊羊与灰太狼》近十年来一枝独秀,除了它童趣不幼稚、启智不教条的特色外,与我国动漫政策扶持及其商业运作方式息息相关。但《喜羊羊与灰太狼》在获得美誉的同时也遭受了我国动漫史上前所未有的海量侵权。《喜羊羊与灰太狼》在维权不力的尴尬处境中最终将部分播映权、新角色商品权和消费品权利授予海外资本。回顾其商业运作与维权路径及今日归属,我国政府、学界、业界需要从战略上警惕资本逻辑,保护民族品牌。

＂Pleasant Goat and Big Big Wolf＂, the original animation brand in China, has been outshining others in a decade, which is closely related to our national policy support and business works except its own features. But it has been suffering mass tort in the history of Chinese animation while gaining reputation. In the poor predicament, ＂Pleasant Goat and Big Big Wolf＂has to grants the foreign capital some broadcast rights, rights to new role of commodity and character rights. In view of its growth path and attribution, our government, academic communities, business communities should be on guard of capital logic and on the protection of national brands.