文档介绍：试论中国手机动漫产业成功模式的构建
——以中国移动为例
储冬爱
(华南理工大学新闻与传播学院广州510641)
摘要:手机动漫想成为数字文化产业中具有核心竞争力的新锐,必须早日建立完善的产业模式:首先需要建立规范的知识产权保护制度,并严格执行;同时,还要创造契合本土文化、心理的动漫作品,形成本民族特有的动漫风格;作为运营商,要建立开放性的产品开发、发布平台,实现动漫资源的全面整合;最后,综合运用立体化营销渠道,高效推广,培育成熟的市场,则是成功运营的关键。
关键词:中国移动手机动漫产业成功模式民族风格
Title: On the Building a essful Model of China’s Mobile Phone Animation Industry
——Take the China Mobile for Example
Abstract:To e the cutting-edge with petitiveness in the digital cultural industry, mobile phone animation must build a sound industrial model early. Firstly, it is necessary to set up a standard system of intellectual property rights protection which will be strictly enforced as well. Meanwhile, it needs to create more animation works in agreement with our local culture and psychological characteristics to form a unique animation style of Chinese nation. As the operator, to establish an open product development, release platform to realize prehensive and integrated animation resources; At last, the integrated use of three-dimensional marketing channels, high efficiency promotion, cultivating mature market, it is the key to essful operation.
Keywords: China mobile; animation industry; ess mode; national style
近几年,形式各异的数字文化产业风起云涌,各移动运营商也尝试搭建平台,创建新的商业合作模式,推动文化产业的发展。以中国移动为例,除了日趋成熟的无线数字音乐、方兴未艾的手机阅读之外,手机动漫也正酝酿发力。2010年4月,中国移动手机动漫中心正式入驻厦门软件园。2011年4月1日,手机动漫在福建、广东、江苏、湖南、河南、内蒙古六省正式启动试商用工作。动漫产业作为朝阳产业,被公认为是21世纪