市场经济条件下中国动画的创作、生产、服务机制

The Creation,Production and Service Mechanism of Chinese Animation Under the Condition of Market Economy

中国动画发展在计划经济体制下取得过辉煌的历史成就。步入市场经济发展轨道后,受外部竞争环境和本土创作能力下降的双重影响,经历了一段艰难的历程。21世纪后,国家自上而下扶持政策的不断出台,大大加快了中国动画发展的进程,尤其是在互联网的助力之下,其逐渐找到了发展节奏。在20余年的市场化探索中,中国动画日渐形成了多方机制。创作上,以面向受众的类型化建构为主流,坚持传统文化改造的现代化及打开国际视野,注重IP联动和个人化表达;生产中,多样资本形成了各具优势的商业布局,联动协作的工业化体系正在构建,产业链在品牌思维下不断完善;在此过程中,政策、平台、人才等方面的服务保障发挥了重要作用。未来各方机制的优化情况,决定着中国动画的发展水平。

The development of Chinese animation made great historical achievement under the planned economy.In the market economy,under the dual impact of external competition and the decline of domestic creation ability,Chinese animation experienced a difficult trajectory.During the 21 stcentury,along with the top-down supporting policies issued from the state,Chinese animation developed fast with good pace,in particular with the aid of the internet.During the 20 years of marketization exploration,multiple mechanisms of Chinese animation have been formed.In regard to creation,the main-stream is audiences-oriented categorization construction.Meanwhile,the modernization and international horizon are maintained in the transformation of traditional culture and IP activation and personal expression are also emphasized.In regard to production,multiple capitals form a commercial layout with unique advantages,linked and cooperative industrial system is under construction,and the products chain is under perfection in the mind of branding.During these processes,service assurance such as policy,platform and talents play important roles.The optimization of each players will determine the development of Chinese animation in the future.