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动画片观众享受的是最终动画产品而不是制作过程。他们只有一个要求——好看,这是最主要的评价标准。从这一点来说,受众是专横的,只问结果从不考虑其他的影响因素。因此,讨论我国的动画产业如何更成熟、产业链如何更完善,有必要从多个视角来审视。一、产业视角——基于内容核心的相关多元化现在各种杂志与刊物上刊登不少关于动画方面的文章,认为当今我国动画的发展速度缓慢的主要原因就在于动画产业链发育不完善,动画衍生产品市场开发力度不够,以至于动画的发展缺乏后劲。笔者认为,实际上并非如此。从产业的发展来看,无非是通过规模经济与范围经济来获得利润。规模经济是指随生产能力与生产规模的扩大,使单位成本下降。范围经济指企业由于生产范围扩大,同时生产几种产品,达到成本下降和效益提高的目的。对动画产业来说,范围经济的作用更为重要。
Animated viewers enjoy the final animation product rather than the production process. They have only one requirement - look good, this is the most important evaluation criteria. From this point of view, the audience is arbitrary, just ask the results never consider other factors. Therefore, to discuss how the animation industry in China is more mature and how to improve the industrial chain, it is necessary to look at it from multiple perspectives. First, the industry perspective - based on the content of the core of the relevant diversification A variety of magazines and journals now published a lot of articles on animation, that the current development of China’s animation slow main reason is that the animation industry chain imperfect, animation Derivatives market development efforts are not enough, so the lack of stamina animation development. In my opinion, this is actually not the case. From the industrial development point of view, nothing more than profits through economies of scale and scope. Economies of scale means that with the expansion of production capacity and production scale, the unit cost is reduced. The scope of the economy refers to the expansion of production due to the enterprise, while producing several products, to achieve the purpose of cost reduction and efficiency. For the animation industry, the role of economies of scope is even more important.