中国动漫产业全球价值链嵌入路径与升级策略  

Global Value Chain Embedding Paths and Upgrade Strategies of China s Animation Industry

作　　者：臧志彭 胡译文 ZANG Zhipeng;HU Yiwen

机构地区：[1]同济大学人文学院 [2]华东政法大学数字文化研究中心

出　　处：《传媒经济与管理研究》2023年第1期265-290,共26页Media Economics and Management Research

基　　金：国家社科基金一般项目(批准号:20BXW048);中央高校基本科研业务费专项资金资助(编号:22120230345)。

摘　　要：动漫产业主流用户是“Z世代”年轻群体,动漫产业全球价值链嵌入与升级对于国家文化软实力与国际文化传播能力的未来长期建构至关重要。本文基于全球价值链理论框架,选取六家具有典型代表性的动漫企业进行跨案例研究,探讨中国动漫企业在全球价值链上的嵌入路径和升级策略。研究发现:中国动漫企业主要通过代工设计和辅助生产嵌入动漫产业全球价值链低端环节,产品附加值较低、利润单薄;部分企业以动漫版权分发与运营方式嵌入中端环节,布局具有前瞻性,但在中国版权保护生态不完善的情况下发展受限;某些动漫企业采用了直接嵌入动漫原创IP高端环节的模式,这种模式需要较强的原创能力和资本实力,同时还需要找到差异化生态位和有效的盈利模式以应对国外IP巨头的垄断压力。在升级策略方面,主要通过原价值链环节横向拓展、向价值链中高端环节纵向攀升和价值链纵向一体化发展三种策略实现全球价值链地位升级。The mainstream users of the animation industry are the young group of“Generation Z”,and the embedding and upgrading of the global value chain of the animation industry is crucial for the long-term construction of national cultural soft power and international cultural communication capabilities in the future.Based on the theoretical framework of global value chain,this paper selects 6 typical animation companies for cross-case studies,and discusses the evolution of embedding and upgrading paths of Chinese animation enterprises in the global value chain.The study found that Chinese animation enterprises mainly embed the low-end links of the global value chain of the animation industry through OEM design and auxiliary production,but the added value of products is low and the profits are thin;some enterprises embed animation copyright distribution and operation in the middle end link,and the layout is forward-looking,but the development is limited in the case of China s copyright protection ecology is not perfect;the model of directly embedding the high-end link of animation original IP requires strong original ability and capital strength,and at the same time,it is also necessary to find a differentiated ecological niche and an effective profit model to cope with the monopoly pressure of foreign IP giants.In terms of upgrading strategies,the status of the global value chain is upgraded mainly through three strategies:horizontal expansion of the original value chain link,vertical climbing to the middle and high-end links of the value chain and vertical integration of the value chain.

关 键 词：动漫企业 全球价值链 升级策略 跨案例研究 

分 类 号：F27[经济管理—企业管理]