【作者】 张万晖；

【导师】 袁世全；

【作者基本信息】 安徽大学 ， 传播学， 2011， 硕士

【摘要】 21世纪初,我国政府对动漫产业加大了扶持力度,先后出台了一系列相关文件,对动漫产业的发展做出全面而具体的战略部署,推出了相关配套发展政策以保护和扶持国产动漫,鼓励多种经济成分参与动画产业的开发与经营、培育动画市场、构建国产动画片的播映体系实行税收优惠政策、加大文化事业的财政投入等。尽管国家给予了极大的重视和优渥的扶持政策,我国动漫产业历经10年的振兴,却依旧发展缓慢,动画艺术创作与产业化运作较为落后,缺乏有效的管理体制与市场运营机制,未形成有效的动漫产业链,效益较低。虽然已经很多人意识到动漫产业作为创新产业可以带来可观的经济效益,但是如何发展适合中国国情的动漫产业仍旧困扰着动漫从业者。从近几年的努力和实践来看,很多投资者没有理清动漫产业链,将更多的精力投在了动画片制作上,而忽视了漫画连载,这种行为无异于本末倒置。经过多年发展,我国的动漫期刊在杂志市场中份额虽小但地位相对独特,在青少年儿童读物中以自身的特点而拥有相对稳定的市场地位,将会以它的基石之能,对中国动漫产业的发展发挥出举足轻重的作用。但是我国动漫期刊的发展模式却存在着很多问题,竞争激烈却同质化现象严重,原创力不足,种类贫乏,发行量不大,期刊特色不明显,没有形成良好的品牌策略。如何进一步开拓动漫杂志市场,提高市场细分化程度以提高动漫杂志的整体发行量,摆脱动漫期刊的单一发展模式,从而提高动漫期刊的成熟程度,使其参与到动漫产业链条的打造中,面对这样的问题,从大众传播学和编辑出版学的角度对目前的动漫期刊进行分析,有着理论与现实的双重意义。本文从动漫产业链背景下的动漫期刊切入,首先分析总结境外动漫产业发展先进国家的期刊发展经验,接着通过案例分析出四种不同类型的动漫期刊发展模式以及其各自的特点和发展情况,研究每种发展模式的代表性刊物,得出品牌集团化模式将成为未来动漫期刊发展模式的主流趋势这一观点,从编辑学和传播学的视角,并在期刊出版发行原理的基础上,提出了相关的发展建议。更多还原

【Abstract】 In the early 21st century, our government has increased the efforts to support the animation industry, and has issued a series of relevant documents to make a comprehensive and specific strategic plan for the development of animation industry, came out relevant policies to support and protect the domestic animation, encouraged various economic sectors to participate in the development and management of animation industry, the cultivation of animation market, constructed the broadcast system of domestic, implemented preferential taxation policies, and increased the financial investment of cultural business and so on. Although the state has given a great deal of attention and generous support policies, China’s animation industry which, after 10 years’ of revitalization, still develop slowly. The creation of animation art and the operation of industrialization are still lagging behind, lacking of effective management system and market operation mechanism, which did not form the effective animation industry chain, so the efficiency is low. Although many people have realized that the animation industry, as an innovative industry can bring considerable economic benefits, but how to develop the animation industry which is suitable for China’s situation is still plaguing many animation practitioners. Mature industry must have a complete and fluent industry value chain, and the chain mode of animation industry basically includes such a series of chain links:print media (newspapers/magazines)-Book Publishing-TV works-films-derivatives. From the efforts and practice in recent years, we can see that many investors did not clarify the industry chain of animation, and put more effort on the production of the animation but neglect the comics; this behavior is tantamount to putting the cart before the horse.After years of development, China’s animation journal shares little in the magazine market but plays an unique position, and has a relatively stable market in the young children’s book due to its own characteristics. It will play a pivotal role in China’s animation industry as the effect of cornerstone. However, there are many problems existing in the development model of our animation, such as the competition but the phenomenon of same qualities, lack of originality, poor species, and small circulation; the features of journal is not obvious, and not form a good brand strategy. In the face of those problems of how to further develop the animation magazine market; how to improve the degree of market segmentation to improve the overall circulation; how to get rid of the single development model of animation journals to improve the maturity of animation; and how to put it into the participation of the production of industry chains, it has a double meaning of theory and reality to make an analysis from the angle of Mass Communication and editing and publishing.From the perspective of cartoon journals at the background of animation industry, this paper first analyzed and summarized the development experience of the journals in those countries where animation development is in advanced levels, followed by case analysis of four different types of animation journal patterns and their respective characteristics and development conditions, research on the representative publications of each development model, and conclude the view that the Brand Group model will become the main trend of future animation journals model, and from the perspective of editor and communication, on the bases of the publication theories of journals, this paper proposed related development proposals.更多还原