摘要：动漫产业已经在全球范围内形成了完善的产业模式和消费市场，成为一个国家软实力的象征。日本是举世公认的动漫大国。中国动漫产业虽起步较早，但由于没有得到国家足够的重视和扶持，迄今在制作水平营销模式乃至整个产业水平均远远落后于国际水平。比较中日两国动漫产业发展，可以发现，日本动漫作品不仅制作精良、形成了完整的产业链，而且拥有自己先进独特的营销模式和强有力的产业政策扶持。相比之下，我国动漫产业则存在着诸如动漫产业定位错误、总体上呈现出低龄化的特点，没有形成完整的动漫产业链，知识产权保护不力，专业人才缺失，营销模式单一薄弱，以及产业政策扶持不力等问题。本文认为，学习日本动漫的先进技术，全面借鉴日本动漫产业发展的成功经验，加大国家产业政策扶持力度，我国动漫产业一定能迅速崛起，取得又快又好的发展。37013
毕业论文关键词：动漫产业；中日动漫产业；产业链；营销模式；产业政策
A Comparative Study of Chinese and Japanese animation industry
Abstract:The animation industry on a global scale has formed a complete industrial model and consumer markets, has become a symbol of a country's soft power. Japan's animation industry is very developed, Although China's animation industry started earlier, but because the industry did not get enough attention from the national, so far the marketing model and the whole industry levels were far behind the international level. Compare the animation industry in China and Japan, it can be found not only well-made Japanese anime, formed a complete industrial chain, and has its own unique advanced marketing model and strong policy support. In contrast, China's animation industry, there is a positioning error, such as the animation industry, showing the overall characteristics of a younger age, it did not form a complete animation industry chain, poor intellectual property protection, the lack of professionals, marketing model of a single weak, and industry policy Support shortage. This paper argues that learning Japanese anime advanced technology, fully drawing on the successful experience of Japanese animation industry, increase the national industrial policy support, will be able to rise rapidly China's animation industry, and achieve rapid and healthy development.
Keywords: Animation industry；Chinese animation industry and Japanese animation industry ；Industrial chain；Marketing model；Industrial Policy
录
第1章 绪论6
1.1    研究背景6
1.2    研究目的与意义6
1.3    国内研究现状6
第2章 动漫产业概述7
2.1动漫产业7
2.2发展动漫产业的意义8
2.2.1国民经济的支柱产业8
2.2.2塑造国家形象、提升国家软实力8
第3章 中日动漫产业发展现状8
3.1日本动漫产业发展现状8
3.2中国动漫产业发展现状9
第4章 中日动漫产业链分析9
4.1日本动漫产业链9
4.1.1 产业链形式及优点9
4.1.2 专业人才为其保驾护航10
4.1.3 动漫衍生产品10
4.2中国动漫产业链现状及不足之处10
4.3由产业链比较得出的结论11
第5章 中日动漫营销方式比较11
5.1日本独特的动漫营销方式12
5.1.1书店12
5.1.2 新番的宣传12
5.1.3 边制边播12
5.2中国动漫营销方式13
5.2.1营销上的单一与薄弱13
5.2.2日本动漫营销对国漫营销的启示13
5.3由营销方式比较得出的结论13
第6章 中日动漫产业政策比较14
6.1日本关于动漫产业的政策14
6.1.1 设立专门的管理机构14
6.1.2 提供资金支持14
6.1.3 其他政策14
6.2中国关于动漫产业的政策15
6.2.1产业政策扶持力度不够15 中日动漫产业比较研究初探:http://www.youerw.com/jingji/lunwen_35674.html