动漫发展的反向战略——确立本土形象实现外向发展  

Reverse Strategy on Animated Cartoon Industry——Local Image and External Expansion

作　　者：马相武[1] 

机构地区：[1]中国人民大学人文学院,北京100872

出　　处：《文化艺术研究》2008年第1期12-16,共5页Studies in Culture and Art

摘　　要：本文提出当前我国动漫画文化产业发展应该采取"反向战略",即首先外向合作发展,在国际动漫市场站稳脚跟之后,占据国内动漫产业的高端,继而获得在国内参与"国际竞争"的优势,在国际动漫市场获得竞争优势之后,在国内迅速提高动漫市场占有率;以难以替代的、创新深厚的文化形象和文化特色以及新思维、新技术和新方法,再投入动漫产业新的国际竞争,取得国际动漫产业大国强国地位。围绕这一战略,具体论述了在动漫文化特色、文化形象和艺术方法手段等方面实现创新和突破的意义和策略。The paper makes the proposal that the development of animated cartoon in China takes a ＂reverse strategy＂, i.e. external expansion and cooperation first. After it has secured a strong footing in the international market as well as a good position in the domestic market of animated cartoon, the industry attempts to obtain its good position in international competition. Then, it could take up a good market share in the domestic market. The production of animated cartoon needs to use un- replaceable and innovative cultural images and features combined with new thinking, new technology and new approaches in its competition on the international market and in seeking to obtain a superpower in the animated cartoon industry. Centered on this strategy, the paper makes a detailed study of the meaning and strategy in attempting to achieve innovation and breakthroughs concerning features, cultural images and artistic approaches in animated cartoon production.

关 键 词：动漫画 发展战略 外向发展 

分 类 号：J218.7[艺术—美术]