关于中国动漫产业的多元化扩展战略的研究外文翻译
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1、 中文 3068 字 本 科毕业论文 (设计 )外文翻译 外文题目: An Analysis on the Diversified Extension Strategy for Chinas Animation Industry 出 处: Asian Social Science 2009 作 者: Wenjie Li Abstract Based on the current development of Chinas animation industry, this article explores the prospect of the diversified extension str
2、ategy for it and its industry chain. In addition, some successful cases in the relevant fields home or abroad are taken into consideration to analyze how to facilitate the further development of Chinas animation industry in conformity with the reality. Keywords: Animation industry, Derivative produc
3、t, Commercial value Animation industry is a core industry displaying great potential for development in 21st century. By the 1990s, the export of animations and their derivative products had exceeded that of traditional industries and the values created by animation products and services had ranked
4、6th in GNP. In Japan and Korea, animations and their derivative products have replaced the traditional industries to become the new pillar products of foreign exchange earning. According to statistics, the whole world has created animations and derivative products worth about $500,000,000,000. Actua
5、lly, children can be taught by some classical American cartoons about some risks they are expected to cope with during their growing-up course. And it is even mentioned by CCTV that American animations can provide guidelines for education on their kids. It is American peoples self-independence, focu
6、s on individual ability, courage, adventurous spirits, openness as well as originality that create todays American education. Their teachers will see every kids talent and encourage them to foster their strengths. As a result, a lot of successful talents have been cultivated, such as over 300 billio
7、naires since 1980 and numerous Nobel Prize winners. This is really the best reflection of what Washington, the founder of this great nation, once said “giving American people the best education”. In recent years, with the great emphasis paid by Chinese government on the development of cultural indus
8、tries including animation industry, a series of policies and measures favorable for the sound development of this industry have been issued, giving great opportunities for its rapid development. According to some experienced members in this industry, the spring of Chinas animation industry has arriv
9、ed. Due to its long investment recovery cycles and the current fundamental stage of Chinas animation industry, it will take at least 3 to 5 years to develop it into a mature one. With the arrival of the digital age, a new pattern with flashes, cartoons and games has come into being. Therefore, anima
10、tion will be interwoven with films, TV programmes, publications, audio-visual products and other derivative products to form the animation industry chain. Here, we will employ the case of Hello Kitty for its development course and successful experience in market operation. There is a little cat, wit
11、h a round face, a bow on her left ear, a short tail but without mouth, which is called Hello Kitty. This cartoon cat is printed on over 22,000 kinds of commodities to be sold in more than 40 countries. She earns $500,000,000 for her owner, Sanrio Company, as well as billions of dollars for those com
12、panies authorized to use her image. In addition, some other unauthorized companies put it on a variety of things, creating a profit of $1,000,000,000 every year. Such an unknown cat once printed on cheap plastic wallets has become a cat with the greatest market value in history. Kitty was born in 19
13、74 when Sanrio Company planned to design a new image on their newly designed wallets. Thinking kids are mostly fond of some little animals such as bears, dogs or cats, the first designer of Kitty decided to use the third one because the first two had been produced before. That is the very beginning
14、of Kitty. In spite of the presidents lack of interest in her, her popularity soared in a short time. In addition, it is the grass-rooted marketing strategy for Kitty that has impressed people a lot. When putting Kitty to the market at first, Sanrio Company hardly did any market survey or advertiseme
15、nts. Whats more, it authorized nearly every product (with the exception of tobacco, alcohol and guns) as long as it would not spoil the lovely image of Kitty. With Kittys rising fame, Sanrio Company spent little on advertisements. Instead, it adopted an all-round marketing strategy and printed Hello
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