基于消费场域的中国动画市场分析  

Analysis of Chinese Animation Market Based on Consumption Field

作　　者：张辉[1] 邵萍 张方圆 Zhang Hui;Shao Ping;Zhang Fangyuan

机构地区：[1]中国传媒大学数据科学与智能媒体学院

出　　处：《中国新闻传播研究》2022年第6期229-247,共19页China Journalism and Communication Journal

基　　金：2020年度国家社科基金艺术学重大项目“新时代中国动画艺术知识体系创新研究”(项目编号:20ZD20)的阶段性成果

摘　　要：文化产业在国民经济发展中扮演着越来越重要的角色,而动画产业是文化产业的重要组成部分,因此,从消费角度分析了中国动画市场是有意义的。本文首先基于宏观数据分析了中国动画市场规模,并梳理了动画产业链上游内容、中游传播营销和下游衍生品的主要问题。其次,基于微观数据,采用列联分析方法研究了消费人群对国产动画的消费偏好和认知差异。在此基础上,进一步细分动画领域,研究中国动画消费市场特征,找到了能大幅度拉动动画经济增长的动画细分领域。再次,采用对应分析方法,对衍生品市场的消费群体进行画像,分析它们的特点。并且,通过拟合优度检验和残差检验方法,发现消费人群对于动漫衍生品市场的认知存在显著差异。最后,结合本文定性和定量分析所得到的结论,给出中国动画市场合理的发展建议。Cultural industry plays an increasingly important role in the development of national economy,and animation industry is an important part of the cultural industry.Therefore,it is meaningful to analyze China's animation market from the perspective of consumption.This paper first analyzes the scale of China’s animation market based on macro data,and sorts out the main problems in the upstream content,midstream communication marketing and downstream derivatives of the animation industry chain.Secondly,based on micro data,contingency analysis is used to study consumer preferences and cognitive differences of domestic animations.On this basis,it further subdivides the animation field,studies the characteristics of Chinese animation consumption market,and finds the animation subdivision field that can greatly boost the economic growth of animation.Thirdly,the corresponding analysis method is adopted to draw a portrait of the consumer groups in the derivatives market and analyze their characteristics.Moreover,through the goodness-of-fit test and residual test,it is found that consumers have significant differences in their cognition of the animation derivatives market.Finally,based on the conclusion of qualitative and quantitative analysis,the authors give some reasonable suggestions for the development of Chinese animation market.

关 键 词：动画市场 产业链 消费者偏好 动漫衍生品 

分 类 号：G124[文化科学]