湖南动漫产业发展中的问题及对策——文化元素在动漫品牌中的运用  

Problems in the Development of Hunan Animation Industryand the Corresponding Countermeasures——The application of cultural elements in animation branding

作　　者：王健[1] 杨笛 WANG Jian;YANG Di(School of Design Art,Changsha University of Science&Technology,Changsha,Hunan 410114,China)

机构地区：[1]长沙理工大学设计艺术学院,湖南长沙410114

出　　处：《湘潭大学学报（哲学社会科学版）》2023年第4期188-192,共5页Journal of Xiangtan University:Philosophy And Social Sciences

基　　金：湖南省社会科学基金重大项目“马栏山视频文创产业园建设研究”(22ZDA006)。

摘　　要：湖南动漫产业在经历了21世纪初期的辉煌之后,迅速下滑,动漫作品的产量与质量也一直处于较低水平。品牌意识缺乏、产品定位单一以及产业链上下游脱节等是以三辰卡通为代表的湖南动漫产业发展中出现的主要问题。随着消费者观念的转变,曾经代表着湖南动漫产业辉煌发展的“蓝猫”已销声匿迹。当下,符号消费趋势明显,动漫品牌的符号意义成为核心价值。消费者消费的目的性发生转变,对动漫的发展既是挑战也是机遇。加强创意端与市场端的结合,利用文化资源构建动漫品牌优势与差异性,以人工智能技术驱动动漫产业转型,为重振湖南动漫事业提供有益启示。After experiencing the glory at the beginning of the 21st century,Hunan animation industry is rapidly declining.The output and quality of animation products have all along been at a comparatively low level.The lack of brand awareness,the singleness of product positioning and the disconnection between the upstream and downstream of the industrial chain are the main problems in the development of Hunan animation industry represented by Sanchen Cartoon.With the change of consumer perception,"Blue Cat"that used to represent Human animation industry has disappeared from the scene.At present,the trend of symbolic consumption is obvious,and the symbolic meaning of animation brand is becoming the core value.The purpose of consumption in animation industry has changed,which is both a challenge and an opportunity to the development of animation.Using cultural resources to build brand advantages and differences,and applying artificial intelligence technology to driving the transformation of animation industry provide useful inspiration for reinvigorating Hunan animation industry.

关 键 词：动漫IP 动漫品牌 传统文化 符号消费 人工智能 

分 类 号：G124[文化科学]