近年来，文化产业的外部效益与内在影响更加突出，其作为国家“软实力”成为各国凸显综合国力的重要标志之一，我国也将文化产业作为支柱性产业大力发展。动漫产业是我国文化产业的重要组成部分，研究国产动画具有引导中国动漫业发展方向的意义，其文化价值、产业价值都决定其能否顺应时代要求，能否在世界文化产业压力下占据一席之地，甚至能否会被世界潮流所淘汰。本文对动画电影观影人群进行了市场调研，分析动画电影观影人群的消费偏好，从中得出国产动画电影发行模式发展的有利因素；同时对动画发行工作的业内人士进行了电话访谈，了解我国动画电影的主流发行模式。并对发达国家动漫产业的发行模式进行梳理，分析其成功的因素，从中找出对于国产动画电影发行模式可借鉴的发展经验，利用后发优势实现超速发展。同时，也归纳分析了国产动画发展过程中所存在的问题，其中包括动画产业链不完善、市场运作经验不足、发行渠道不畅通等。针对这些问题，本文通过逐个问题落实考察与调查研究，提出了拓展发行渠道、实现动画电影产品差异化、提升国产动画原创力等对策。关键词：动画电影；发行模式；观影人群消费偏好ABSTRACTRecently, with the prominent influence of intrinsic and external benefit, cultural industry has become one of the symbols of its comprehensive national strength of one country. Thus our government paid more attention to the development of cultural industry. Animation was regarded as an important part of cultural industry. The study on animation has a guiding significance in the Chinese animation industry development direction. The superiority-inferiority of its cultural value and industrial value determines whether China-made animation can meet the demands of the time, win a place under the pressure from worldwide cultural industries, and even eliminate by the world trend. The paper sorted out the issue modes in developed countries and analyzed their factors for success, from that, we located the referential experience for domestic animation, and standing on shoulders we can realize the overspread devel...
