關(guān)于中國動(dòng)漫產(chǎn)業(yè)的多元化擴(kuò)展戰(zhàn)略的研究外文翻譯

1、<p><b>　　中文3068字</b></p><p>　　本科畢業(yè)論文(設(shè)計(jì))外文翻譯</p><p>　　外文題目： An Analysis on the Diversified Extension Strategy for </p><p>　　China’s Animation Industry

2、</p><p>　　出 處： Asian Social Science 2009 </p><p>　　作 者： Wenjie Li </p><p><b>　　Abstract</b></p>&l

3、t;p>　　Based on the current development of China’s animation industry, this article explores the prospect of the diversified extension strategy for it and its industry chain. In addition, some successful cases in the r

4、elevant fields home or abroad are taken into consideration to analyze how to facilitate the further development of China’s animation industry in conformity with the reality. </p><p>　　Keywords: Animation in

5、dustry, Derivative product, Commercial value</p><p>　　Animation industry is a core industry displaying great potential for development in 21st century. By the 1990s, the export of animations and their deriva

6、tive products had exceeded that of traditional industries and the values created by animation products and services had ranked 6th in GNP. In Japan and Korea, animations and their derivative products have replaced the tr

7、aditional industries to become the new pillar products of foreign exchange earning. According to statistics, the whole world ha</p><p>　　In recent years, with the great emphasis paid by Chinese government o

8、n the development of cultural industries 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 d

9、evelopment. According to some experienced members in this industry, the spring of China’s animation industry has arrived. Due to its long investment recovery cycles and the current fundamental stage of China’s </p>

10、<p>　　Here, we will employ the case of Hello Kitty for its development course and successful experience in market operation. There is a little cat, with a round face, a bow on her left ear, a short tail but withou

11、t 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 dol

12、lars for those companies authorized to use her image. In addition, some o</p><p>　　Kitty was born in 1974 when Sanrio Company planned to design a new image on their newly designed wallets. Thinking kids are

13、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 of Kitty. In spite of th

14、e president’s 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 impr</p><p>　　With Kitty’s rising fame, Sanrio Company

15、spent little on advertisements. Instead, it adopted an all-round marketing strategy and printed Hello Kitty on everything you could imagine, from sticker, pens, notebooks, clothes, toys, wallets, cups, plates, chopsticks

16、, mobile phones, roasters, dustbins to computers, treadmills and automobiles, even adventurous theme parks. Besides, it issued some limited editions to stimulate consumers’ enthusiasm for collection and repeated purchasi

17、ng.</p><p>　　Nowadays, Hello Kitty has been put on about 22,000 commodities to be sold in over 40 countries. When the mini Hello Kitty hanging decorations appeared at Mcdonald’s in 2004, they appealed to a c

18、rowed of consumers with its variety of colors and lovable images. In Taiwan, due to the great popularity of Mcdonald’s mini Kitty, it was even regarded as a standard to assess one’s love for the other whether they would

19、buy a set of Hello Kitty for each other. What’s more, a struggle broke out in Singapor</p><p>　　A series of effective marketing strategies have fully exerted Kitty’s commercial value. It is said that Microso

20、ft Company plannd to purchase the copyright for Kitty at $5,600,000,000. Moreover, Kitty has stepped beyond business field as shown in the political war of words in Taiwan, Kitty Murder in Hong Kong as well as a global c

21、ultural movement and even someone has taken it as the subject of a thesis. Just as what Scalette Johnson once said--- “she is like my mascot.”--- this lovable cat with a</p><p>　　Thus, such a previously unkn

22、own cat has changed into an idol who can earn a lot for her owners and dealers. What makes Kitty different from Doraemon and Garfield is that she is a commodity not supported by films or cartoons. Just like the most famo

23、us dog---Snoopy as well as the most popular bear---Winnie Pooh, Kitty maintains her prosperity by creating products attractive to kids and ladies.</p><p>　　For over 3 decades, this smiling cat without mouth

24、has been reliable friends for kids especially girls. After they grow up and become mothers, they are still fond of this lovely cat together with their daughters. </p><p>　　Then, what makes her so attractive?

25、 Actually, her fans just have their free imagination about her blank face. This is just what Sanrio has kept in mind. In other words, Kitty is happy today if you think so and she is sad if you are depressed. Therefore, p

26、eople tend to regard her as their intimate partners. </p><p>　　With highly-developed urbanization, urbanities are faced with isolated personal relationships and more young men don’t know how to communicate w

27、ith others. Instead, machines and toys become their friends to whom they can express their feelings, which has resulted in the success stories of cartoon products.</p><p>　　As a result, Kitty has appealed to

28、 adults even old people as well as children. For children, she is a lovely toy; for grown ladies, Kitty reminds them of their pure childhood; for fathers, they can show their love for their kids. In this way, a product w

29、ill attract people at different ages, with different tastes, styles and wishes, hence having more customers. </p><p>　　Although none of the factors attributed to Disney cartoon successes can be found in her,

30、 Kitty has become one of the most profitable cartoon figures. Satisfying people’s desire for children’s trueness, Kitty has become a cultural sign from 20th to 21st century. </p><p>　　Besides, the success st

31、ory of Hello Kitty should be attributed to its diversified extension strategy. Now, Kitty is on the wrong side of 30, which is old enough for a cat. It’s really hard for a 32-year-old cartoon image to keep young and fres

32、h at the fashion-going-quickly Japanese market. It is the key to Kitty’s success that Sanrio has kept pace with fashion. Every month, 500 new products appear at market and 500 old ones are dismissed. Besides, the product

33、 line has been regulated in order to </p><p>　　In addition, Sanrio puts forward different commodities according to the growing-up progress of its main customers. For example, in 2004, in honor of Kitty’s 30t

34、h anniversary, some new products were intended for the adult market, such as roasters, coffee makers, microwave ovens in order to keep her adult fans who had accompanied her since her birth..</p><p>　　Actual

35、ly, another reason for Kitty’s popularity is her success in entering the adult market and being accepted. Faced with strengthened pressure from life and work, complicated interpersonal relationships, careers killing thei

36、r creativity and anxiety about the future and reality, many young people, especially women, miss their childhood purity. Harry Port’s popularity with thousands of adults is a case in point.</p><p>　　Now, Kit

37、ty provides a fashionable way for customers to go back to their childhood. Such a popular “l(fā)ovely” culture has covered our real life with an emotional and idealistic dress. Emotion-oriented Kitty helps to express young c

38、ustomers’ thoughts.</p><p>　　It is just due to the grasp of culture that Kitty has grabbed so many young people’s heart and has been extended to so various kinds of commodities. That is what its customers wi

39、sh. Unlike other brands for public consumption, which pay more attention to the agreement between their extended products and their core brand value, Kitty provides her customers with their individual ways to define her

40、 and give them space for enjoyment and relaxation. This extension is not brand-oriented but customer-o</p><p>　　It is safe to say that Sanrio has provided not only a lovely cat but an opportunity for those p

41、eople fond of it to create their own lifestyle. This has endowed Hello Kitty an incomparable width and depth compared with other common cartoon figures or fast moving consumer goods, which is also the profound reason for

42、 Kitty’s success.</p><p>　　In order to expand china’s animation industry, channels for investment should be extended. Dinosaur produced by Disney Corporation cost $200,000,000 and Monsters Inc. cost $115,000

43、,000. What’s more, every cartoon undergoes a long production period. Mulan, for example, took nearly ten years. Therefore, animation industry cannot do without sufficient investment. Currently in China, CCTV invests abou

44、t 40,000,000 yuan each year; Shanghai Wenguang Corporation invests about 30,000,000 yuan and other c</p><p>　　Therefore, the present animation industry should be interwoven with the modern media to develop v

45、ideo animation into computer animation, net animation, mobile phone animation, animated advertising, animated songs, animated games and so on. This future focus will definitely reposition China’s animation industry.</

46、p><p>　　References</p><p>　　Hua, Jian. (2003). Cultural Gold Mine: Key to the Success of Global Culture Industry. Haitian Press. </p><p>　　Lu, Tiandao. (2004). Heart-touching Animation

47、 is the Permanent Popularity. China Culture. August 30th. 1. </p><p>　　Wang, Yongli. (2004). Welcoming the Spring of China’s Animation Industry. China’s TV. 9. </p><p>　　Zhao, Shi. (2004). Eman

48、cipating Ideas, Innovating Systems and Facilitating the Development of Video Animation Industry. China’s TV. 5.</p><p><b>　　譯 文：</b></p><p>　　關(guān)于中國動(dòng)漫產(chǎn)業(yè)的多元化擴(kuò)展戰(zhàn)略的研究</p><p&

49、gt;<b>　　摘要</b></p><p>　　根據(jù)當(dāng)前中國的動(dòng)漫產(chǎn)業(yè)的發(fā)展，本文探討了該產(chǎn)業(yè)多元化擴(kuò)張戰(zhàn)略的前景及其所形成的產(chǎn)業(yè)鏈。另外，通過對(duì)國內(nèi)外相關(guān)領(lǐng)域一些成功案例的分析，結(jié)合中國動(dòng)漫產(chǎn)業(yè)的發(fā)展現(xiàn)狀來思考如何進(jìn)一步促進(jìn)該產(chǎn)業(yè)的發(fā)展。</p><p>　　關(guān)鍵詞：動(dòng)漫產(chǎn)業(yè) 衍生產(chǎn)品 商業(yè)價(jià)值</p><p>　　動(dòng)漫產(chǎn)業(yè)被稱為21

50、世紀(jì)知識(shí)經(jīng)濟(jì)的核心產(chǎn)業(yè)。到了1990年，動(dòng)漫和它的一些衍生產(chǎn)品的出口已經(jīng)超過了傳統(tǒng)工業(yè)，并且動(dòng)漫產(chǎn)品和服務(wù)業(yè)在GNP中已經(jīng)排名第六。在日本和韓國的外匯收入中，動(dòng)漫和它的一些衍生品已經(jīng)代替了傳統(tǒng)工業(yè)成為了新的支柱產(chǎn)業(yè)。據(jù)統(tǒng)計(jì)，整個(gè)世界創(chuàng)造了動(dòng)漫和它的衍生產(chǎn)品達(dá)到5000億美元。實(shí)際上，可以通過一些經(jīng)典的美國動(dòng)畫片來教育孩子在成長過程中的風(fēng)險(xiǎn)意識(shí)。中央電視臺(tái)甚至還提到美國的動(dòng)畫片對(duì)教育孩子有一定的指導(dǎo)作用，就是它創(chuàng)造了美國現(xiàn)代的教育，教育美

51、國人民自立、注重個(gè)人能力、勇氣、冒險(xiǎn)精神，具有開放性和創(chuàng)意性。他們的老師將會(huì)看到每個(gè)孩子的天資，并且根據(jù)他們每個(gè)人不同的情況去鼓勵(lì)他們培養(yǎng)他們的強(qiáng)項(xiàng)。最終，培養(yǎng)了大量的成功人士，例如從1980年來，出現(xiàn)的300位億萬富翁和眾多的諾貝爾獎(jiǎng)獲得者。這確實(shí)是這個(gè)偉大的國家的創(chuàng)始人——華盛頓的所說的“給美國人民最好的教育”的最佳體現(xiàn)。</p><p>　　近年來，隨著中國政府在文化產(chǎn)業(yè)包括動(dòng)漫產(chǎn)業(yè)的大量資金投入，發(fā)布了一

52、系列有利于這個(gè)行業(yè)健康發(fā)展的政策和措施，給予這個(gè)行業(yè)快速發(fā)展的機(jī)會(huì)。根據(jù)在這一行業(yè)一些有經(jīng)驗(yàn)的成員研究，中國動(dòng)漫產(chǎn)業(yè)的春天已經(jīng)來了。由于有一個(gè)長期投資回收周期和中國的動(dòng)漫產(chǎn)業(yè)還處于基本階段，該產(chǎn)業(yè)至少需要3到5年的時(shí)間才能發(fā)展成熟。隨著數(shù)字時(shí)代的來臨，動(dòng)漫和游戲產(chǎn)業(yè)逐漸形成。因此，動(dòng)漫產(chǎn)業(yè)鏈就是由影視動(dòng)畫片的制作生產(chǎn)電視臺(tái)和電影院的播出和放映——?jiǎng)勇D書出版發(fā)行——音像制品的發(fā)行——形成版權(quán)的授權(quán)代理——衍生產(chǎn)品開發(fā)和營銷形成的。<

53、;/p><p>　　在這里，我們用凱蒂貓的發(fā)展歷程和成功的市場運(yùn)作經(jīng)驗(yàn)作為例子來說明。有一只小貓，有一張圓圓的臉，左耳上有一直蝴蝶結(jié)，尾巴很短，但是沒有嘴巴，她就是凱蒂貓。她被印在超過22000中的商品在40多個(gè)國家的市場上銷售，為三麗鷗公司帶來500億美元的收益，包括那些花幾十億美元來購買使用她形象的授權(quán)的公司。但是，一些未經(jīng)授權(quán)的公司也把她印在各式各樣的物品上，并且創(chuàng)造了每年10億美金的收益。這樣一個(gè)不知名的貓一

54、旦被印在便宜的塑料錢包上便成為了歷史上一只貓?jiān)谑袌錾献畲蟮膬r(jià)值。</p><p>　　在1974年，當(dāng)三里鷗公司計(jì)劃設(shè)計(jì)一個(gè)新形象用在他們最新設(shè)計(jì)的錢包上的時(shí)候，便誕生了凱蒂貓。在成長過程中的孩子大多都喜歡一些小動(dòng)物如熊、狗或貓。凱蒂貓的第一個(gè)設(shè)計(jì)師決定用貓，因?yàn)樾芑蚬范家呀?jīng)被制作過了，所以，這對(duì)凱蒂貓是個(gè)非常好的開始。盡管總統(tǒng)對(duì)她沒有多大的興趣，但是她的人氣在很短的時(shí)間內(nèi)就上升了。此外，街區(qū)營銷策略適合凱蒂貓，

55、這樣就容易讓人印象深刻。最初將凱蒂貓推向市場的時(shí)候，三里鷗公司幾乎沒有進(jìn)行任何的市場調(diào)查和做任何廣告，更重要的是，公司批準(zhǔn)了每一件產(chǎn)品（除了煙草、酒類、槍支）使用凱蒂貓，只要不會(huì)破壞她可愛的的形象就可以。</p><p>　　隨著凱蒂貓的名聲大起，三里鷗公司在廣告的費(fèi)用上花費(fèi)很少。相反，它采用了全方位的營銷策略，并且把凱蒂貓印在一切你所能想象到的事物上，從貼紙、筆、筆記本、衣服、玩具、錢包、杯子、盤子、筷、手機(jī)、

56、烘焙機(jī)、電腦、健身房和汽車，甚至到主題公園。除此之外，它發(fā)出一些限量版的東西，來刺激消費(fèi)者收集并且重復(fù)的采購。</p><p>　　如今，她已經(jīng)被印在超過22000中的商品并且在40多個(gè)國家的市場上銷售，他們對(duì)大量的消費(fèi)者最喜歡的顏色和一些可愛的圖像進(jìn)行了調(diào)查。在2004年，在麥當(dāng)勞推出了迷你凱蒂貓的掛飾。在臺(tái)灣，因?yàn)辂湲?dāng)勞的迷你凱蒂貓大受歡迎，她甚至被作為標(biāo)準(zhǔn)來評(píng)價(jià)一個(gè)人是否會(huì)因?yàn)閻蹫楸舜速I一套凱蒂貓。更甚者，

57、有些顧客在新加坡麥當(dāng)勞買兒童套餐的時(shí)，在凱蒂貓和麥當(dāng)勞叔叔兩者之間掙扎。</p><p>　　一系列有效的營銷策略在凱蒂貓的商業(yè)運(yùn)行中得到了充分的發(fā)揮。據(jù)說微軟公司計(jì)劃花56億美元來購買凱啼貓的版權(quán)。此外，凱蒂貓?jiān)谙愀垡鹆艘粓鋈蛭幕\(yùn)動(dòng)，并且很多人把它當(dāng)做論文的主題。就像約翰遜曾經(jīng)說過的——“她是我的吉祥物”——這個(gè)擁有一張可愛圓臉的貓?jiān)诮⒘俗约旱目ㄍㄉ虡I(yè)王國的同時(shí)，也完成了許多人的夢(mèng)想。</p>

58、;<p>　　因此，如此的一個(gè)不知名的貓如今已經(jīng)變成了偶像，她的主人和經(jīng)銷商都能在她身上收益很多。凱蒂貓不同于“哆啦A夢(mèng)”和加菲貓，她不是靠電影或卡通片的支持，就像最有名的卡通狗——史努比和最有名的熊——維尼熊。凱蒂貓會(huì)創(chuàng)造今天的輝煌成就，原因就是她是通過創(chuàng)造有吸引力的產(chǎn)品來吸引孩子和女士們。</p><p>　　在過去30年里，這個(gè)微笑的凱蒂貓成為兒童特別是女生極其信賴的朋友。如今那些女生長大成為

59、母親，但是他們?nèi)匀缓退麄兊呐畠旱囊粯酉矚g這個(gè)可愛的貓。</p><p>　　那么，是什么讓凱蒂貓具有如此的吸引力？事實(shí)上，愛好她的人是因?yàn)樗敲Ｈ坏哪樈o人自由的想象的空間，這正是三麗鷗公司被人記住的地方。換句話說，如果你今天是高興的，那么你會(huì)認(rèn)為她也是高興的，但是，如果你感到郁悶，那么你會(huì)覺得她也是傷心的。因此，人們往往把她作為自己的親密伙伴。</p><p>　　隨著城市化德高度發(fā)展，都

60、市的風(fēng)格將人與人之間變得孤立，更多的人不知道如何與人溝通。相反，機(jī)械和玩具成為他們的朋友，他們可以表達(dá)自己的感情，這在卡通產(chǎn)品中屬于成功案例。</p><p>　　因此，凱蒂貓便吸引著成年人和孩子，甚至連老人夜不例外。對(duì)孩子來說，她是一個(gè)可愛的玩具；對(duì)女士來說，凱蒂貓喚起了他們對(duì)童年的記憶；對(duì)父親來說，可以通過她來表達(dá)他們對(duì)孩子的愛。這樣一個(gè)種類眾多的產(chǎn)品當(dāng)然可以吸引不同年齡層的消費(fèi)者，擁有更多的顧客。</

61、p><p>　　從20世紀(jì)至21世紀(jì)開始，凱蒂貓已成為一個(gè)文化符號(hào)。她成功的故事，應(yīng)歸功于其多元化延伸的戰(zhàn)略?，F(xiàn)在，凱蒂貓已經(jīng)30歲了，這對(duì)于貓來說年齡是大了，但她卻仍然走在時(shí)尚的日本市場上。凱蒂貓成功的關(guān)鍵就是三麗鷗一直與時(shí)尚的步伐保持一致。每個(gè)月，500種新產(chǎn)品會(huì)出現(xiàn)在市場，500種老的商品會(huì)下市。此外，調(diào)整該產(chǎn)品的生產(chǎn)線，這樣可以使產(chǎn)品符合的各種各樣的時(shí)尚。80年代初，當(dāng)泰迪熊風(fēng)靡日本，凱蒂貓就與它做伴，出現(xiàn)在

62、了80年代中期。當(dāng)時(shí)的中產(chǎn)階層女孩喜歡玩流行鋼琴，于是一只彈著鋼琴小貓咪就出現(xiàn)了。</p><p>　　此外，三麗鷗依據(jù)主要客戶的不斷增長推出了的不同商品。例如，在2004年，在凱蒂貓誕生的30周年紀(jì)念日，為了讓人們記住從他們出生起誰伴隨著他們的成長，一些新的產(chǎn)品進(jìn)入了成人市場，如烘烤，咖啡壺，微波爐。</p><p>　　其實(shí)，另一個(gè)使凱蒂貓的受歡迎的原因是她成功的進(jìn)入了成人市場，并且被

63、廣大消費(fèi)者接受。因?yàn)槊鎸?duì)生活的艱難、工作的壓力、復(fù)雜的人際關(guān)系、擇業(yè)的艱難，抹殺了他們的創(chuàng)造力，并且讓他們對(duì)未來和現(xiàn)實(shí)產(chǎn)生了焦慮。很多年輕人，特別是婦女，反而想念他們的童年的美好。哈利波特那么受人推崇就是一個(gè)很好的例子。</p><p>　　現(xiàn)在，凱蒂貓為顧客提供了一個(gè)時(shí)尚的方式來回到自己的童年。這種流行的“可愛”文化將我們的現(xiàn)實(shí)生活變得富有情感和理想。情緒型的凱蒂貓有助于表達(dá)的年輕顧客的想法。</p>

64、;<p>　　就是由于對(duì)文化的很好把握，了解客戶的心愿，才讓凱蒂貓抓住這么多年輕人的心。它不同于大眾消費(fèi)的其它品牌，他們只在拓展商品的衍生品資和他們的核心品牌價(jià)值，凱蒂貓則是讓顧客們用自己的方法來定義她，給顧客們更多享受和休閑空間。這個(gè)空間擴(kuò)展沒有品牌為導(dǎo)向，是以客戶為導(dǎo)向，在種類繁多的產(chǎn)品里就反映了由三麗鷗公司是以它的顧客導(dǎo)向的來開發(fā)產(chǎn)品的。</p><p>　　可以肯定地說，三麗鷗提供的不僅是一

65、個(gè)可愛的貓，而且提供給了那些喜歡它的人一個(gè)建立他們自己的生活方式的機(jī)會(huì)。這讓凱蒂貓擁有了比其他常見的卡通人物更多的內(nèi)涵，成為暢銷產(chǎn)品。當(dāng)然，這也是凱蒂貓成功的深刻原因。</p><p>　　擴(kuò)大中國的動(dòng)漫產(chǎn)業(yè)，應(yīng)擴(kuò)大投資渠道。迪斯尼公司制作恐龍花費(fèi)的成本為2億美金，制作怪獸總動(dòng)員花費(fèi)的成本是1.15億美金。更何況，每生產(chǎn)一個(gè)卡通都要經(jīng)過一個(gè)很長的周期。例如，花木蘭，就用了近十年。因此，動(dòng)漫產(chǎn)業(yè)不能沒有足夠的投資。

66、目前在中國，中央電視臺(tái)每年投資約4000萬元，上海文廣集團(tuán)投資約3000萬元，其他公司包括三辰卡通公司以及北京電視臺(tái)也投入了一些資金。然而，動(dòng)畫年度投資總額在中國不會(huì)超過12億元。盡管有大量的動(dòng)畫制作公司，但是其中大部分都是后期處理的，而不是這個(gè)行業(yè)的投資公司。基于中國的動(dòng)漫產(chǎn)業(yè)的現(xiàn)實(shí)，只有國家的投資是不夠的。相反，應(yīng)該有超過80％是來自社會(huì)，其中包括國有資本，民間資本和外國資本。在第十個(gè)五年規(guī)劃中國家廣播電影電視總局頒發(fā)計(jì)劃明確指出中

67、國的動(dòng)漫產(chǎn)業(yè)，整個(gè)社會(huì)都應(yīng)該鼓勵(lì)和參與國內(nèi)動(dòng)畫產(chǎn)品的生產(chǎn)，在衍生產(chǎn)品的發(fā)展過程中提供資金、技術(shù)以及設(shè)備或各種形式的支持。境內(nèi)機(jī)構(gòu)和個(gè)人都允許建立專業(yè)動(dòng)畫制作單位。更廣泛吸引更多的外國資本，吸納他們的技術(shù)以及管理經(jīng)驗(yàn)。一方面，可以利用其資本，學(xué)習(xí)他們的生產(chǎn)技術(shù)和管理經(jīng)驗(yàn)；另一方面，可以充分利用他們良好的發(fā)布渠道。</p><p>　　因此，目前的動(dòng)漫產(chǎn)業(yè)應(yīng)該是在計(jì)算機(jī)動(dòng)畫、網(wǎng)絡(luò)動(dòng)畫、手機(jī)動(dòng)畫、動(dòng)畫廣告、動(dòng)畫歌曲、動(dòng)