A Study on Prospective Development of Chinese Animation Industry in Light of Disney History 从迪士尼公司的发展史来探讨中国动漫产业的发展现状及发展前景.doc

A Study on Prospective Development of Chinese Animation Industry in Light of Disney History 从迪士尼公司的发展史来探讨中国动漫产业的发展现状及发展前景 中文摘要 迪士尼是总部设在美国的大型跨国公司经过八十多年的发展至今已不止于从事动画电影这一个行业了主要业务还有主题公园玩具图书电子游戏和传媒网络等多个产业八十年来迪士尼从小小的卡通工作室成为家庭娱乐集团它可以很自豪的称自己是美国乃至世界动漫及娱乐界的精英 本论文主要从迪士尼公司的发展史来探讨中国动漫产业的发展现状及发展前景希望能够对迪士尼公司的成长历程有深层次的认识并从中得到启迪从迪士尼发展史迪士尼本人迪士尼动画迪士尼乐园迪士尼品牌以及迪士尼在中国的相关活动来研究迪士尼公司进入中国的市场之前之后的大陆方面业务主要研究迪士尼在动画方面取得的成就并对它的市场策略做了详细的研究从其历史发展状况来看中国动漫产业的历史发展状况及取得的成就和今后的动态从其在动漫产业上的一系列策略来研究中国动漫市场相关策略从其公司的经营及扩展状况来了解和分析中国动漫公司的经营情况从其动漫的原创性和创新性来展望中国国产动漫应该注意和借鉴的经验从而进一步推动整个产业链的形成虽然在过去的二十多年来中国的动漫产业有了很好的发展遗憾的是只有蓝猫系列建立起来自己的品牌所以中国动漫产业要想在竞争激烈的市场中立足必须像迪士尼一样不断创新建立品牌实行全球化战略 关键词迪士尼中国动漫品牌 Abstract The Walt Disney Company together with its subsidiaries and affiliates is a leading diversified international family entertainment and media enterprise with four business segments media networks parks and resorts studio entertainment and consumer products For more than eight decades the name Walt Disney has been preeminent in the field of family entertainment From humble beginnings as a cartoon studio in the 1920s to todays global corporation the Walt Disney Company continues to proudly provide quality entertainment for every member of the family across America and around the world Over the past 2004 Animation industry in China has got very good development Regrettably it has only Blue Cat cartoon series produced by SanChen that established its own brand has gained the corresponding social effects and economic effects If Animation industry in China wants to gain achievement in fierce market competition it could not blindly dispred on quantity Establishing brand structuring brand culture is really basic approach to cultivate market contend for market capture marketplace finally Key words Disney animation industry brand culture A Study on Prospective Development of Chinese Animation Industry in Light of Disney History Outline Thesis Statement The paper focuses on the Prospective Development of Chinese animation in