网络动漫品牌的盈利模式研究  

Research on Profit Models of Brand Network Animation

作　　者：李四达[1] 张春生[1] 

机构地区：[1]北京服装学院艺术设计学院,北京100029

出　　处：《艺术与设计（理论版）》2014年第10期84-86,共3页Art and Design

基　　金：北京服装学院人才建设项目PTTBIFT_TD_005

摘　　要：近年来,随着视频网站和漫画轻博客的流行,网络动漫异军突起,发展迅速。但由于网络本身是一个"免费、共享"的流媒体公共平台,因此,如何借助互联网建立有效的动漫品牌并实现盈利是目前相关企业普遍关心的问题。文章结合对业内知名网络动漫品牌《泡芙小姐》《张小盒》和《阿狸》的调研和访谈,归纳了我国目前网络动漫的几种比较成功的盈利模式。文章指出:网络动漫作为新兴的文化产业,其盈利的关键在于内容的持续创新与品牌影响力的不断扩大,企业应根据不同动漫形象的文化内涵和特点,量身定制适合自身发展的"多元化"的盈利模式。In recent years, with the increasing in video sites, web animation has been booming and developing rapidly. However, due to the network itself as a ＂free sharing＂ common platform, therefore, how to establish an effective network animation profit model is an issue of common concern by related companies. This paper compares profit models around the industry＇s leading network of animation brand ＂Miss Puff＂, ＂Zhang box＂ and ＂Ali,＂ summed up several successful anime profit mode of current network of based on the research and interviews. This article points out： as an emerging cultural industries, the key of profit mode of web animation lies in expanding earnings continued innovation content and brand influence, corporate should set up their own their unique profit models based on different cultural characterizes of cartoon images and animation features.

关 键 词：网络动漫 盈利模式 动漫品牌 新媒体 

分 类 号：J0[艺术—艺术理论]