全链路设计视角下的城市文旅动漫吉祥物产业化发展策略研究  

Research on The Industrialization Development Strategy of Urban Cultural and Tourism Anime Mascot from The Perspective of Full-link Design

作　　者：申宁涛 颜勇 SHEN Ningtao;YAN Yong

机构地区：[1]浙江传媒学院

出　　处：《创意设计源》2024年第6期58-62,共5页

基　　金：2021年度国家社科基金项目-一般项目“基于青少年科学素养提升的中国科幻动画创新发展研究”(项目编号:21BXW11616);2020年度浙江省教育厅一般科研项目“杭州城市文旅动漫吉祥物开发策略研究”(项目编号:Y202045450)阶段性研究成果。

摘　　要：随着动漫产业的蓬勃发展和受众消费习惯的变革,动漫IP形象的开发已成为衍生产业链的核心。我国城市文旅动漫吉祥物数量众多,其中不乏优秀形象,但由于重设计轻运营、产业化意识薄弱导致很多优秀城市文旅吉祥物在持续性的产业化运营方面后劲不足。本研究以全链路设计的视角,通过对产业化背景下现代城市文旅动漫吉祥物设计的概念与应用探索,深度分析了城市文旅动漫吉祥物IP形象的产业链结构与关键要素,提出了基于全链路设计理念的城市文旅动漫吉祥物产业化发展策略,并对城市文旅动漫吉祥物产业化发展的前景与挑战做了简要总结。With the booming development of the animation industry and the change of audience consumption habits,the development of animation IP image has become the core of the derivative industry chain.There are a large number of urban cultural and tourism Anime mascots in China,among which there are many excellent images,but due to the emphasis on design and light operation,and the weak awareness of industrialization,many excellent urban cultural and tourism mascots have insufficient strength in sustainable industrialized operation.From the perspective of Full-link Design,this study clarifies the concept of modern urban cultural and tourism anime mascot design,analyzes the key elements and interrelationships of the upstream,midstream and downstream links of the mascot IP image industry chain,and puts forward the development strategy for the industrialization of urban cultural and tourism anime mascots based on the concept of Full-link Design,which is aimed at promoting the synergistic development of the links of the industry chain and provide useful insights for city managers and mascot design planning teams.

关 键 词：全链路设计 城市文旅 动漫吉祥物 IP形象 产业化 

分 类 号：F426.8[经济管理—产业经济] G124[文化科学] F592