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摘要：我国动漫产业迄今发展仍相对滞后，在全球动漫业竞争中处于劣势。分析我国动漫产业发展中存在的问题，主要有主题选材上不够突出不够新颖、缺乏先进过硬的技术、宣传与营销力度不够、专业人才匮缺以及缺乏创意这一动漫业最核心的要素等。但即使在这样的困境中，也不乏颇为成功的案例——《秦时明月》的异军突起。《秦时明月》在中国风的主题创意与中国元素的运用、全三文CG技术的采用、对画质与效果精益求精的追求、播出渠道与营销方式的创新，以及动漫人才的集聚等方面，进行了积极探索、大胆尝试和创新。它的成功，说明我国动漫业界已经意识到发展中存在的问题，并给予积极应对和努力改进。对于我国动漫产业的未来发展，本文提出的思考和建议，一是选题要主题明确、注重创意；二是营销策略创新、加大宣传力度；三是更多地使用先进技术、使作品本身不断升级；四是要加强专业人才的培养。只有这样，才可以让我国动漫产业良性发展和茁壮成长，使我国动漫产业在未来竞争中立于不败之地。34428
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毕业论文关键词： 动漫产业 中国元素 创意 动画制作 营销策略 《秦时明月》
Discussion on the problems of the future development of animation industry in China
Taking "Qin Shi Ming Yue" as an example
Abstract :So far, animation industry in our country has been developping less advanced, which is at a disadvantage in the competition of global animation industry. Analysis of the problems in the development of Chinese animation industry mainly lies in the following points: not outstanding or novel enough in the topic and material selection, lacking of advanced technology, insufficient efforts in propaganda and marketing, deficiency of professionals, and being short of originality(the core element of animation industry). Being in such a dilemma, there also exists successful cases------ the sudden risal of Qin's Moon. Qin's Moon has carried on positive exploration as well as bold attemption and innovation in many aspects, such as the applicance of theme and originality with Chinese elements, the adoption of Full three-dimensional CG Technology, the pursuit of refinement on the image quality and effect, creativity in broadcast channel and marketing mode, and the gathering of animation talents. The success of this film indicates that Chinese animation industry has been aware of the problems in the development and assumes a positive attitude towards these problems, making efforts to make progress. With regard to the development of Chinese animation industry in the future, this thesis proposes some suggestions: being accurate and original in the topic and theme, being creative in marketing strategy and making more efforts in propaganda, using advanced technology to upgrade the works, and enhancing the training of professionals. Only in these ways can Chinese animation industry devolop and thrive in a benign way, and thus remain invincible in the future competition.
Key words: animation industry, Chinese elements, originality, animation production, marketing strategy, Qin's Moon
目录
绪论 1
（一） 研究的背景、目的与意义 1
（二） 研究内容 2
（三） 研究方法 3
（四） 文献综述 4
一、我国动漫产业的发展概况 5
（一） 我国动漫产业的发展现状 5
（二） 我国动漫产业的发展趋势 6
（三） 中日动漫产业简略比较 7
二、我国动漫产业发展中存在的问题 9
（一） 国产动漫产业的主题选材不够突出 9
（二）国产动漫的专业技术不到位 9