摘要
动画片作为宣传引导的重要传播载体,承担着对传统文化进行创造性转化,以实现传统文化创新性发展的重任。以上海美术电影制片厂为代表的我国传统动画创作公司拥有丰富的经典IP资源,然而与以迪士尼为代表的美国动画公司相比,我国动画创作和运营力量仍处于起步阶段,在围绕动画IP的商业价值开发和整体产业链构建层面发展较为缓慢。该文将从迪士尼动画IP开发策略出发,深入探讨美影厂动画IP开发现状及问题,进一步分析上海美影厂应如何借鉴迪士尼的发展经验,打好动画IP开发基础,全方面布局IP运营战略。
As an important communication carrier of propaganda and guidance, cartoons undertake the important task of creatively transforming traditional culture to achieve innovative development. Traditional animation creation companies represented by Shanghai Animation Film Studio have rich classic IP resources. However, compared with the American animation companies represented by Disney, China’s animation creation and operation force is still in its infancy. The development of commercial value and the construction of the overall industrial chain in China is relatively slow. This article will start from the Disney animation IP development strategy, deeply discuss the current situation and problems of the animation IP development of Shanghai Animation Film Studio, and further analyze how the Chinese studio can learn from the development experience of Disney, lay a solid foundation for the development of animation IP,and lay out the IP operation strategy in all aspects.
作者
朱晓焕
ZHU Xiaohuan(Communication University of China,Beijing,10024,China)
出处
《文化创新比较研究》
2022年第7期23-26,共4页
Comparative Study of Cultural Innovation
基金
北京社科基金项目“长城国家文化公园(北京段)建设研究”(项目编号:20JCC051)。
关键词
动画IP
迪士尼
上海美影厂
比较研究
Animation IP
Disney
Shanghai Animation Film Studio
Comparative analysis
