广东省动漫产业发展现状与对策研究

本科毕业设计（论文）广东省动漫产业发展现状与对策研究学院经济与贸易学院专业经济学年级班别2007级（2）班学号3107004173学生姓名xxxxxxxxxxx指导教师xxxxxxxxxxx2011年6月摘要本文首先用图示的形式传递了动漫产业的内涵，同时，简单介绍了动漫产业的国内外研究。接着，对广东动漫产业的现状进行分析，主要从三个方面来阐述：发展基础、行业情况和代表性城市分析。在了解整体的情况后，再运用SWOT与PEST相结合的分析方法，系统地对广东动漫产业的现状进行了深入分析，明确了广东发展动漫产业的最大机遇是国家政策的大力支持、良好的国际环境以及3G时代的到来所带来的新契机；而丰富的原创资源、丰富的岭南文化资源、庞大的动漫迷群体等是发展广东动漫产业的最大优势；最大的劣势与威胁一方面来源于盗版猖獗，管理体制不明晰，另一方面是没有形成盈利模式、缺乏成熟的营销网络以及缺乏产业链协调机制。在比较分析这一部分，对比美日韩三大动漫产业强国的发展（包括产业发展基本条件比较、产业发展模式比较和产业链比较），借鉴其成功经验。然后，在现状分析、SWOT-PEST分析和比较分析的基础上，笔者有针对性地提出了广东动漫产业发展的五个对策：①加强政府政策扶持；②打造完整的产业链；③完善产权保护制度；④加强全民动漫教育；⑤塑造强势动漫品牌。最后，结合前面的分析，用“多啦A梦”作为实证案例分析，得出有用的启示（包括政策扶持、知识产权保护和完整的产业链与品牌效应），从而支持前面对广东动漫产业的发展对策分析，表明对策具有可行性和针对性。关键词：动漫产业，现状，比较，对策注：本论文题目来源于生产实际。AbstractFirstly,theconnotationofanimationindustrywasintroducedbydiagrammaticpresentation.Atthesametime,thispapersimplyintroducestheresearchathomeandabroad.Secondly,wehaveanactualityanalysis,SWOTandPESTanalysisandcomparativeanalysisonGuangdongcartoonindustry.Totheactualityanalysis,wefirstanalyzeanimationindustryofGuangdongprovinceindetailforthreeaspects:thefoundationofdevelopment,industriessituationandrepresentativecitiesanalysis,thenutilizethemethodofSWOTandPESTtomakeain-depthanalysisabouttheanimationindustryofGuangdongprovince,pointoutthattheopportunitiesarethenationalpolicysupport,favorableinternationalenvironmentandthearrivaloftheeraof3G;andtherichoriginalresourceandLingnancultureresource,hugecartoonfansarethebiggestadvantages;thebiggestdisadvantagesandthreatsarefromtheproblemofpiracy,unclearmanagementsystem,noprofitpattern,lackingmaturesalesnetworkandlackingharmoniousindustrialchain.Tothepartofcomparativeanalysis,wehavecomparedthedevelopmentofAmerica,JapanandKorea’scartoonindustry(includingthecomparisonofbasicconditions,industrialdevelopmentpatternandchain),usedtheirsuccessfulexperienceforreference.Thirdly,onthebasisofcurrentsituationanalysis,SWOTandPESTanalysisandcomparativeanalysis,wehavePertinentlyputforwardfivecountermeasuresofGuangdongcartoonindustrydevelopment:(1)Strengthengovernmentpolicysupporting;(2)Createacompleteindustrychain;(3)Improvethesystemofpropertyrightsprotection;(4)Strengthennationalcartooneducation;(5)Shapesomepowerfulcartoonbrands.Finally,combinedwiththeformeranalysis,wehaveusedDoraemonasAdemonstrationcaseanalysis,summarizeusefulenlightenments(includingpolicysupport,theprotectionofintellectualpropertyrightsandintegratedindustrychainandbrandeffect),whichsupporttheformeranalysisofcountermeasuresofGuangdongcartoonindustry,showingthecountermeasuresarefeasibilityandpertinent.Keywords:Animationindustry,Statusquo,Compare,Countermeasure目录1绪论.......................................................................................................................................11.1题目背景....................................................................................................................11.2研究目的....................................................................................................................21.3国内外研究状况........................................................................................................21.3.1概念界定........................................................................................................21.3.2国外研究概况................................................................................................31.3.3国内研究概况................................................................................................41.3.4研究评述........................................................................................................51.4题目研究方法............................................................................................................51.5论文构成及研究内容................................................................................................62广东省动漫产业发展现状分析...........................................................................................82.1发展基础....................................................................................................................82.2行业情况..................................................................................................................102.2.1动漫创作......................................................................................................102.2.2动漫产品的播出与发行..............................................................................112.2.3衍生产品的开发............................................................错误!未定义书签。2.3代表性城市分析........................................................................错误!未定义书签。3广东省动漫产业发展SWOT-PEST分析...............................................错误!未定义书签。3.1发展坏境—PEST分析法..........................................................错误!未定义书签。3.1.1政治法律环境................................................................错误!未定义书签。3.1.2经济环境........................................................................错误!未定义书签。3.1.3社会文化环境................................................................错误!未定义书签。3.1.4科学技术环境................................................................错误!未定义书签。3.2发展潜力—S