动画产业的经营模式和发展前景

中国动画的版权保护与发展前景AnimationProtection&itsDevelopmentProspectinChina三辰卡通集团董事长孙文华SunWenhuaChairmanSunchimeCartoonGroup动画产业被公认为朝阳产业Animationindustryissunriseindustry在中国动画产业被公认为朝阳产业。但是如果缺乏完善有力的版权保护，那么朝阳产业也只是“水中捞月”产业Animationindustryisregardedassunriseindustry,butwithoutcopyrightprotection,thissunriseindustrywouldbecamemirageindustry发展中国家版权保护经历的三个阶段Threeimportantphasesofcopyrightprotectionindevelopingcountries第一阶段：版权价值观念形成阶段Atthefirstphase,theconsciousnessofcopyrightprotectionisraised第二阶段：立法体制完善阶段Atthesecondphase,thecopyrightprotectionislegislated第三阶段：严格执法阶段Atthethirdphase,thecopyrightprotectionlawisstrictlyexecuted我们进入了一个新的版权保护时期Weareenteringintothenewperiodofcopyrightprotection在过去，版权保护迫于外部压力而被迫行动Inthepast,thecopyrightprotectionwasputintoactionunderthepressurefromoutside第二阶段则转变为从国家自身经济发展需求出发的主动行为Nowitbecomesinitiativeactionforthesakeofnationaleconomicdevelopment.动画产业是文化创意产业的重要组成部分Animationisanimportantpartofculturecreativeindustry.我们的政府已采取一系列的措施来推动版权保护，最近国务院下发了《关于推动我国动漫产业若干意见的通知》Ourgovernmenthasadoptedaseriesofmeasurestoimprovethecopyrightprotection.Recently,theStateCouncilissuedthedocumenton“TheannouncementofopinionsonpromotingthedevelopmentofNationalAnimationIndustry”.我们认为政府文化产业导向可以总结为十句话Wemaysumupthecultureindustrypolicyofthegovernmentasfollowingsentences搭建平台Setupplatform培育集群createproductioncluster激励人才encouragetalents聚焦原创focusonoriginalproduction保护版权copyrightprotection扶植品牌establishbrand适量进口importreasonableanimationprograms鼓励出口stimulatenationalanimationexport财政支持financialsupport税收减免taxdeductionandincentive我们对文化创意产业的定义Thedefinitionofcreativecultureindustry我们认为在界定文化创意产业概念时，尤其是在中国大力推进文化创意产业发展的过程中，需要强调融入三个要素：版权保护、经济组织和社会效益Inouropinion,threeelementsofcopyrightprotection,economicorganization,andsocialbenefitshouldbeincludedinthedefinitionintheprocessofpromotingofChinesecreativeculture动画产业的发展趋势与四驱动力Thetrendofanimationindustryaswellasfourwheelsdrive:政府主导，企业主体，官产学研互动，产学研一体化，技艺贸资一体化Relationshipofthegovernment,industry,universityandresearchinstituteshouldbecorresponded.Thetechnology,art,tradingandcapitalshouldbeintegrated以技术创新为前提，以版权保护为基础，以数字内容为核心，以体验文化为导向Itcanbeconcludedthatthetrendofthisdevelopmentistakingtechnologyinitiativeasleadingrole,copyrightprotectionasthefoundation,digitcontentasthecoreandcultureexperienceaspopulartaste版权保护必须适应新的产业发展趋势Copyrightprotectionshouldfollowupthedevelopmenttendencyofnewmedia对数字内容作品的版权进行鉴定、登记保护，以及相关法律的补充完善，是版权保护的深化发展。可以预见，包括动画在内的数字内容的版权保护是未来版权保护的重点Theverification,registration,protectionofdigitcontentarenewchallengeforcopyrightprotection.Itcanbepredicatedthatthecopyrightprotectionofdigitcontentincludinganimationwouldbecomekeycopyrightprotectioninthenearfuture.文化产业的发展与版权保护息息相关Thedevelopmentofculturecreativeindustryiscloselyrelatedtocopyrightprotection文化创意产业＝文化产业化＋产业文化化Weholdthattheculturecreativeindustryiscultureindustryplusindustryculturalization文化产业化的趋势：技术上的数字融合，制作上的内容跨界，传播上的三网合一，消费上的体验互动Thetendencyofcultureindustryisthetechnologymergerwithdigit,contentcanbeusedinmultiplemedia,Interactiveexperienceincultureconsumption产业文化化的趋势Thetendencyofindustryculturalization化传统为现代turntraditionintomodern,化现代为时尚turnmodernintofashion,化时尚为体验turnfashionintoexperience化体验为互动turnexperienceintointeractive.从行业分类的角度分析类比，我们认为Afteranalyzingthecataloguesofindustryfromthepointviewofouranimationindustry,weunderstandthat“核心版权产业”相当于内容生产商corecopyrightindustryequalstocontentproducer“边缘版权产业”相当于中介服务商edgecopyrightindustryequalstoservingagent“交叉版权产业”相当于设备提供商crosscopyrightindustryequalstoequipmentsupplierand“部分版权产业”则是融入了文化创意元素的传统产业partialcopyrightindustryequalstotraditionalindustryincludedwithculturecreativeelements蓝猫－中国动画产业成案例BlueCat---SuccesscaseofChinaAnimationIndustry三辰的行业定位：以信息为载体的教育娱乐业SuchimeCartoonGrouphasdevotedtoEducationwithentertainmentpurposebasesoninformationtechnology我们的艺术理念Ourartidea科学知识普及化Toeducatekidswithknowledgeofscienceandtechnology枯燥教育娱乐化Toturnlearningandeducationintoentertainmentactivities社会知识常识化Toenhancesocialknowledgeascommonsense民族文化国际化TointernationalizeChinesenationalculture故事情节人文化Toteachimportanthumanvaluessuchasfamily,honor,andcompassion哲学理念世俗化Topopularizephilosophyideas寓教于乐用动画普及科普知识Popularizescienceknowledgewithanimation蓝猫卡通系列节目BlueCatAnimationSeries《蓝淘气3000问》已完成：Wehaveproduced《幽默舞台系列》Science&Humorseries《星球大战系列》StarWarSeries《恐龙时代系列》DinosaurSeries《海洋世界系列》OceanWorldSeries《运动系列》SportsSeries《航天系列》Spaceastronautsseries上述六个系列，共2100多集Sixseriesconsistof2100episodes蓝猫电视播出网络BlueCatBroadcastingNetworkinChina中央电视台CCTV北京、上海、长沙三地的卡通专用频道ThreeCartoonTVChannelinBeijing,Shanghai,Changsha百余家省、市各地方电视台Morethan712provincial,cityandlocalTVStations我们拥有8000万固定收视观众Wehavemorethan80millionregularaudiences三辰卡通集团所采取的版权保护措施和手段CopyrightprotectionofSunchime集团意识到版权保护的重要性，目前已取得蓝猫卡通形象等30件著作权登记证书；拥有“蓝猫”系列注册商标383件，在44个类别的商品和服务上做了覆盖性注册，另有173件商标待审查。此外，已经在31个国家申请注册35件商标werealizetheimportantofcopyrightprotection,untilnow,morethan30copyrightregistrationcertificatesofblueCatcharactersaresecured,morethan383tradingmarksofBlueCarseriesproductsareobtainedand44differentcategoriesofcommoditiesand