(创意价值2.docVIP

摘要 近年来，我国政府逐渐认识到创意产业在推动经发展上产生的巨大作用，开 始大力提倡发展创意产业。动漫产业作为创意产业的典型代表，政府不断加大对 其投资的力度，但是我国动漫产业发展仍然停滞不前，很大一部分原因是由于价 值链的缺失。 构建一条完整的价值链对于动漫产业的发展至关重要，本文在研究创意经济 与价值链的基础上，构建出一条创意价值链，并将其与动漫产业相结合，试图从 价值链的角度对动漫产业进行研究。研究主要从以下三方面展开:第一，从动漫 创意价值链分解与整合的角度出发，探讨动漫创意价值链上动漫原创内容制作企 业、动漫加工企业以及动漫策划营销企业的形成;第二，从价值链管理的角度出 发，对动漫创意价值链进行管理;第三，选取三辰卡通集团作为案例研究对象， 对其价值链进行分析，并尝试地提出我国动漫价值链上存在的问题与解决对策。 本文主要贡献在于以下两方面: 第一，本文结合创意经济与价值链相关理论以及现有研究成果，提出改进 的创意价值链及创意价值链系统。 第二，本文将创意价值链与动漫创意产业相结合，提出动漫创意价值链，并 从动漫创意的价值创造与实现，尤其是动漫创意价值链的分解与整合方面对创意 价值链进行研究。 本文认为基于这样的视角，对动漫产业进行研究更有助于动漫产业的可持续 发展。 关键词:动漫;创意经济;价值链 Abstract Recently, Chinese government recognizes that the creative industry is playing a great role in promoting economic development and vigorously promotes the development of creative industry. Animation industry as a typical representative of creative indus抑in which Chinese government continuously increases the investment. But Chinese animation industry development still has not made any great progress, because of lacking a complete value chain in the animation industry. Creating a complete value chain is very important to the development of animation industry. On the basis of the research of creative economy and value chain, this paper tries to create a creative value chain and applies this value chain to the animation industry. In this paper ,there are four research aspects: firstly, to discuss the formation of original content animation company, animation processing company and animation marketing and planning company on the perspective of the decomposing and integrating of value chain; secondly, to study the management of animation industry value chain based on the theories of value chain management; thirdly, to choose Sunchime Cartoon Group as the object of case study and to analyze its value chain; finally, to try to propose problems and solutions for these problems in the Chinas animation value chain. The co