日本战后动漫角色商品化的探索与实践  

Exploration and Practice of Character Merchandising in Postwar Japan

作　　者：韩若冰 HAN Ruo-bing(School of Mangement, Shandong University, Jinan, Shandong, 250100, China)

机构地区：[1]山东大学管理学院,山东济南250100

出　　处：《日本问题研究》2020年第3期70-80,共11页Japanese Research

基　　金：国家社科基金艺术学青年项目“数字经济视阈下中国动漫角色商品化研究”(18CC174)。

摘　　要：日本战后动漫角色商品化是在美国迪士尼角色商品化模式影响下发展起来的,尤其是由大众传媒发展、角色版权授权、角色商品系列开发等所带来的动漫产业链条的拉长,以及丰厚的利润回报,为日本动漫从业者以及动漫企业开辟了新的经济增长点。日本战后动漫角色商品化发展也进一步明确了以授权为主的市场交易机制,并以丰富多样的商业实践,奠定了日本动漫产业的发展基础。同时,日本战后动漫角色商品化发展也与当时社会需要相呼应,并为首要目标群体——儿童消费者广泛接受,这也为日本动漫产业的快速发展提供了社会基础与发展空间。Character merchandising in postwar Japan was heavily impacted by Disney's character merchandising model.With the development of mass media and commodity exploitation,character merchandising promoted the chain of anime and manga industry and brought huge profits that also created a new source of profit for Japanese creators,producers and enterprise.Most importantly,the development of character merchandising in postwar Japan established the mechanism of exchange known as licensing and laid the foundation for anime and manga industry.Meanwhile character merchandising fit in with the needs of society at that time and was welcomed by Japanese children,which provided much room for anime and manga industry.

关 键 词：日本战后 动漫产业 角色商品化 

分 类 号：G229[文化科学]