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作者 : 齊驥
總數: 2
動畫文化學
作者
齊驥
分類號
C3.2.1 024
出版社
中國傳媒大學出版社
主題
語言與文化、媒體
動畫行銷學
作者
齊驥
分類號
C3.2.1 011
出版社
中國傳媒大學出版社
主題
語言與文化、媒體
註釋
齊驥主編的《動畫行銷學》首次從文化產業市場規律和動畫創作藝術規律雙重視角探討了動畫行銷體系的建構,是國內第一部從國家經濟戰略性調控與動畫產業市場化運行視角 系統研究動畫行銷的學術專著。《動畫行銷學》對世界動畫市場的行銷方式進行了應用性解讀,開拓性地提出了動畫行銷的機緣和基礎,動畫行銷的形態、要素與規 律,對基於未來的動畫產業發展與動畫市場建設提出了導向性研究框架。《動畫行銷學》對中國動畫市場的現實格局進行了客觀的分析,對其發展趨勢進行了理性的 判斷,並直指當前動畫市場體系中的諸多癥結,其深入的研究和犀利的視角均引入深思。 目錄 前言/1 第一章 世界動畫的基本格局/1 第一節 二元局面初步形成/3 一、發達國家塑造經濟引擎/3 二、發展中國家 越界式突圍/4 三、中國動畫產業蓄勢待發/6 第二節 區域格局逐漸凸顯/7 一、全球動畫市場百舸爭流/7 二、第三世界動 畫迎來黎明/8 三、亞太動畫尋求戰略突破/9 第三節 產業融合不斷深化/10 一、關聯層級進行業內整合/11 二、關聯行 業加強產業融合/11 三、跨行業融合走向深水區/12 第四節 資本運作日益頻繁/13 一、國內市場文化資本開閘/13 二、 國際市場資本運作頻繁/16 第五節 經典模式延續創新/17 一、傳統模式的經典性延續/17 二、新興模式的顛覆性開拓/18 第 六節 人才瓶頸亟須破題/19 一、多元教育路徑呼之欲出/20 二、高校成為人才培養搖籃/21 三、長效培養機制形成共識/23 第 七節 內容為王趨於共識/24 一、內容創作決定競爭力/24 二、民族元素提供創作素材/25 第八節 技術先機搶灘市場/26 一、 技術創新帶來動畫蛻變/26 二、警惕過度技術化雙刃劍/28 第九節 生產方式兩極分化/29 一、開啟成本的兩極化時代/30 二、 攻堅動畫市場的長尾區/32 第十節 明黃一代主導消費/33 一、市場需求催生產業空間/33 二、未來消費群體逐漸壯大/35 第 二章 中國動畫的二元博弈/37 第一節 數量與品質/39 一、動畫市場的失靈與失衡/39 二、數量與品質博弈的癥結/41 第 二節 文化資源和產業開發/43 一、文化資源的產業轉化/44 二、文化資源的二元悖論/46 第三節 市場佔領和心靈駕馭/48 一、 擺脫低齡消費者桎梏/48 二、多角度看待螢屏配額/49 第四節 政府主導和市場主導/51 一、認識市場失靈與政府調控/52 二、 平衡市場與政府資源配置/53 第五節 全國動員和區域分工/55 一、產業分佈趨於地理集中/55 二、動畫地圖難以全國平衡/56 第 六節 民營企業和名牌戰略/57 一、品牌是企業的生命線/58 二、知名品牌十年磨一劍/60 第七節 園區熱潮和投機心態/62 一、 園區投資熱潮湧動/62 二、園區演進模式評價/63 第八節 模式困惑與中國道路/66 一、加工企業轉向自主原創/67 二、 高新技術企業投身動畫/68 三、製造加工企業轉身動畫/69 第九節 大學激增和人才困境/70 一、學科發展與市場變化同在/71 二、 培養方式與新型業態斷檔/72 三、市場缺口與行業泡沫並存/73 四、普及教育與學術升級脫節/74 第十節 本土文化與普世價值/74 一、本土的外包裝與刻板的模仿性/75 二、普世價值近視與商品屬性忽視/77 三、走出去的迫切與如何走 的困惑/78 第三章 動畫行銷的機緣和基礎/83 第一節 動畫行銷的時代背景/85 一、躍入國家戰略規劃/86 二、 協同文化產業發展/89 三、啟動動畫項目建設/93 第二節 動畫行銷的體制環境/94 一、依託時代變革/95 二、形成集 群優勢/97 三、深化資本力量/98 四、強調人才孵化/100 第三節 動畫行銷的現實基礎/101 一、產業集群主動式競 合/101 二、突破集群發展的瓶頸/105 三、發展方式全景觀轉變/107 四、國際戰略多角度突破/116 第四章 動畫行銷的多元化形態/125 第一節 電視動畫加速創新形式/127 一、製作水準瞄準國際化標杆/128 二、素材選取面向本 土化資源/129 三、資源融合趨勢越來越明顯/130 第二節 電影動畫迎來跨越發展/132 一、動畫電影產業生態越來越成熟 /133 二、動畫電影行銷宣傳步入整合期/135 三、動畫電影的技術融合黏度加強/139 第三節 媒介創新互動繼續深化/141 一、 新媒體動畫在動態更新中擴張/142 二、動畫業態之間的互動日趨活躍/144 第四節 主題公園在融合中突圍/149 一、主題公園 模式的追崇與反思/150 二、主題化創意再造與城市更新/154 三、複合式動畫主題游關聯發展/158 第五節 大型活動成為創意引擎/162 一、從“晴雨錶”到“助推器”/162 二、提升城市文化競爭力/164 三、塑造戰略產業新棋局 /166 第五章 動畫行銷的要素與規律/171 第一節 動畫市場的資源配置/173 一、動畫生產的市場化/173 二、 動畫流通的貿易化/175 第二節 動畫市場的要素驅動/177 一、政治要素的決定性作用/178 二、經濟要素的基礎性作用 /180 三、文化要素的導向性作用/182 四、技術要素的驅動性作用/186 第三節 動畫市場的行銷法則/189 一、產 品組合的橫縱演繹/189 二、行銷管道的多元開拓/191 …… 第六章 動畫行銷的應用性解讀 第七章 動畫行銷的政策需求 參考文獻 後記