中国动漫产业发展的路径选择——基于对日本动漫产业态势的观察

Development Path of Chinese Animation Industry on Observation of Japanese Animation Growth

在新媒体时代和二次元文化交织的新环境下,我国动漫产业的发展正面临着政策落实难以触及痛点,产业链上游空心化严重,目标群体局限于低龄儿童等瓶颈问题。为此,应认真汲取日本动漫产业发展的成功经验,把握时下政策性质已由限制型向引导型过渡、动漫作品与市场盈利粘合更紧密、消费需求正处于爆发性增长阶段等机遇,积极选择中国动漫产业的发展路径。一方面,应端正认知,在政策的制定上更加重视文化融合和审美情趣的塑造;另一方面,应促进投资主体多元化,利用新兴网络平台打造集中社群,形成从生产端到消费端的完整渠道,以打造既注重受众观感体验,又兼顾教育意义的优秀动漫作品。

In this era when new media coexists with two-dimensional animation, China’s animation industry isexperiencing the bottleneck of lacking policy support , industrial hollowing in the upper reaches and targetgroups confined to young children. We should learn from the successful experience of Japanese animationindustry and grasp the opportunities for rapid development of the local animation industry due to the fact thatthe policies for animation is turning from restriction to guided development , animation products are oriented forprofit , and consumer demand is at the brink of explosive growth. We should pay more attention to culturalintegration and shaping of aesthetic taste. Also , we should expand the investment channels and diversifyinvestment portfolios , using the emerging network to build a centralized community and develop completechannels from production to consumption and producing excellent animations that offer good audienceexperience and good educational significance.