从人物设定看动画衍生品的成功开发

论文编号:DSZP013 论文字数:7018,页数:10 附任务书,开题报告,中期检查表,指导记录,答辩表

摘要：动漫衍生品是指利用卡通动画影片中的原创人物形象，经过专业的卡通动漫衍生品设计师的精心设计，所开发制造出的一系列可供售卖的服务或产品。如音像制品、电影、玩具、动漫形象模型、服饰……都能开发成动漫衍生品，更能以形象授权方式衍生到更广泛的领域，比如：主题餐饮、主题公园等旅游产业及服务行业等等。动漫伴随着全球化和数字技术的发展,动漫产业作为朝阳产业在人们的日常文化生活中占到越来越多的部分。而衍生品作为整个动画产业链中最具价值和潜力的一个部分，其开发的成功与否与其动画人物的设定息息相关。目前国内的动画衍生品市场主要呈现以下特征:一是国外动漫品牌占据垄断地位;二是国产动漫衍生品开发风生水起。国产动漫衍生品的开发、生产、推广还显得非常稚嫩,虽然有了一些发展,但时至今日还没有推出一个像迪斯尼一样成功的制造公司品牌,也没有推出一个像米老鼠一样成功的漫画人物品牌,在品牌塑造、产品生产、市场营销等方面和环节也都存在一定问题。

关键词：动画衍生品；现状；人设；对比

THE IMPORTANCE OF CHARACTER SETTING IN THE DEVELOPMENT OF ANIMATION DERIVATIVES

Abstract：Animation is the use of derivatives in the original cartoon animation characters, cartoon animation with professional designers derivatives designed to create a series developed for the sale of services or products. Such as audio and video products, film, books novels, all kinds of games, toys, cartoon image of the models, clothing, beverages, stationery ... ... can be developed into animation derivatives, a better way to license the image derivative to a wider range of areas, such as: themes Restaurants, cafes comics, theme parks and other tourism and service industries and so on. With globalization and the digital animation technology, animation industry as a sunrise industry in people’s daily cultural life of the account for a growing number of parts. The derivatives, as the animation industry chain value and potential of the most part, the success of its development and its setting is closely related to animated characters. Currently the main animation derivatives showed the following characteristics: First, the brand holds monopoly of foreign animation; Second Development Bank on domestic animation derivatives. Derivatives of domestic animation development, production, promotion has become very tender, although with some development, but now has not launched a successful manufacturing the same as the Disney brand, has not been introduced as a success as cartoon characters Mickey Mouse brands, brand building, product manufacturing, marketing and other aspects and links are also problematic.

Key words:Animation derivatives, present situation,character setting,contrast

目录

绪论…………………………………………………………………………………… 3

一、动画衍生品概述………………………………………………………………… 4

（一）动画衍生品的范围定义……………………………………………………… 4

（二）国内外动画衍生品现状……………………………………………………… 4

二、国内外经典动画人设与其衍生品开发比较分析……………………………… 4

（一）同类题材经典动画人设与其衍生品开发状况……………………………… 5

（二）国内经典动画人设与其衍生品开发状况…………………………………… 5

三、国内动画衍生品开发的策略…………………………………………………… 6

(一)经典动画衍生品案例带来的启示……………………………………………… 6

(二)国内动画衍生品开发的初探…………………………………………………… 6

结语…………………………………………………………………………………… 7

致谢…………………………………………………………………………………… 8

参考文献……………………………………………………………………………… 9