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近年来,随着中国动漫市场的扩展和版权环境的改善,国产动画业迎来了一个重要的发展契机。2016年,中国动漫产业总产值达到1497.7亿元,同比增幅23.3%。(1)数字固然喜人,但目前国产动画创作仍然缺乏强有力的大IP,整个产业运营,特别是优质动画作品数量的匮乏,很难与美、日等国的动画作品进行竞争。扭转这种局面的根本途径在于国产动画创作必须坚定地走本土化、民族化的发展道路。无论是题材选择还是视觉呈现,本土化特色的彰显,能够更
In recent years, with the expansion of the animation market in China and the improvement of the copyright environment, the domestic animation industry ushered in an important opportunity for development. In 2016, China’s animation industry output reached 149.77 billion yuan, an increase of 23.3%. (1) Although the figures are gratifying, there is still a lack of powerful IPs in domestic animation. The lack of an adequate number of high-quality animated works in the industry as a whole makes it very hard to compete with the animated works of the United States and Japan. The fundamental way to reverse this situation lies in the domestic animation must firmly take the localization and nationalization of the development path. Whether it is subject matter selection or visual presentation, the highlight of localization features can be more