摘要
继2015年《大圣归来》收获近十亿票房后,2019年暑期动漫电影《哪吒之魔童降世》的爆火,成为国产动漫发展的一个新的里程碑。但中国动漫产业巨额的年产值和越来越多的二次元受众不能掩盖动漫产业发展的诸多问题。本文在广泛了解动漫产业链上中下游遇到的障碍后,发现导致国产动漫不能产出爆款内容、制作周期长成本高风险大、从业人员待遇不高等诸多问题的本质原因是缺乏"把合适的内容快速投放到合适的受众"的能力。文章以此为突破口,在借鉴SuperCell公司的运营模式和阿里中台架构的基础上,提出了众创中台的架构,以此构建动漫产业的价值网、实现产业极的能力复用、降低动漫内容与受众交互的难度。
After "Monkey King: Hero is back" created one billion box office, the popularity of the animation film "Ne Zha", which released in the summer of 2019, has become a new milestone in the development of domestic animation. However, the huge annual output value of China’s animation industry and more and more two-dimension audience can not cover up the problems in the development of animation industry. After a wide understanding of the obstacles encountered in the upstream, midstream and downstream of the animation industry chain, this paper finds that the essential reason for the problems of domestic animation, such as the inability to produce popular content, long production cycle, high cost and high risk, and low treatment of employees, is the lack of the ability to "deliver the right content to the right audience quickly ". This paper takes this as a breakthrough point, and based on the operation mode of the Supercell and the architecture of Alibaba middle platform, puts forward the framework of co-creative middle platform, so as to build the value network of animation industry, realize the capability reuse of industry level, and reduce the difficulty of interaction between animation content and audience.
作者
李光达
郭树行
向文婧
LI Guangda;GUO Shuhang;XIANG Wengjing(School of Information,Central University of Finance and Economics,Beijing 102206,China)
关键词
动漫产业
众创中台架构
价值网
animation industry
the framework of co-creative middle platform
value network
