1. Differences in ideas. For a long time in China, cartoons (including cartoon films) and art films (including art films) have been defined as children's works, and their contents are children's, which leads many people in China to think that animation (including art films) works are children's works and are for children. These animation works are for children's education, and animation works are not as interesting as movies and have economic value. Therefore, many people are
American and Japanese animation companies see the economic value and development prospects of animation works, and have a strong market concept. The animation works they have made are commercialized, and they strive to be suitable for all ages, operate the animation works in the market, and maximize the economic value of animation works.
2. Differences in understanding. For a long time, China's animation enterprises have only attached importance to the ideological, educational and artistic nature of animation works, and have not regarded animation works as commodities (products), and have not realized that animation works are special commodities (products). Therefore, many animation works in China have not developed derivatives and related products, and animation works (products) have not been market-oriented. The economic benefits of many animation enterprises in China are not high, and some have lost money (in recent years, Many animation enterprises in our country realize that animation works are commodities, and at the same time, they develop derivatives and related series products, which greatly improve the economic benefits of animation enterprises, and some animation enterprises have made great gains. ）。
American and Japanese animation companies have regarded animation works as commodities (products) for many years. While paying attention to the ideological, educational and artistic nature of animation works, they have put animation works (products) into market operation. Each animation work has derivatives and related series products, so both American and Japanese animation works (products) have achieved very good economic benefits.
3. Create and cultivate the gap between the cartoon brand stars. China has produced a lot of cartoons in recent years.
However, there are not many influential and successful cartoons. Many animation companies in China do not pay attention to creation and cultivate animation (cartoon) stars. Although some animation companies realize the importance and economic value of animation (cartoon) stars, they have done some work in creating, cultivating and promoting animation (cartoon) stars. Due to the lack of publicity and promotion efforts of many animation companies, China
the United States and Japan attach great importance to creating, cultivating and registering anime (cartoon) stars as trademarks, investing a lot of money in publicity and promotion of anime (cartoon) stars, treating anime (cartoon) stars as "cash cows" for enterprises, and making money by using their images. Anime (cartoon) stars have brought huge benefits to anime enterprises in the United States and Japan.
4. Differences in professional division of labor. Due to historical reasons (division of labor), books published by children's publishing houses and programs broadcast by children's TV stations (including children's radio stations) in China are aimed at children. If animation companies in China want to play cartoons on children's channels, they have to do cartoons for children. Therefore, many animation companies in China are positioned as cartoons for children under 12 years old (some animation companies are positioned as cartoons for children under 1 years old), and the animation content is relatively young and elegant. Because the sales scope of animation derivatives is limited to children under the age of 12, it affects the economic marketing benefits of animation enterprises in China and also affects the development of animation enterprises in China.
When making cartoons, animation companies in the United States and Japan should consider the commercialization of cartoons, and strive to make cartoons suitable for all ages. Take Mickey Mouse and Donald Duck in the United States and Tom and Jerry (Robot Cat in Japan) as examples. People all over the world watch Mickey Mouse and Donald Duck every day. People in Tom and Jerry, regardless of gender, enjoy watching cartoons, ranging from children under one year old to elderly people over 6 years old. Mickey Mouse and Donald Duck are popular in Tom and Jerry. Because the cartoons made by American and Japanese animation companies are suitable for all ages, and the derivatives of cartoons and related products are widely sold, animation companies in both countries have gained great benefits.
5. Differences in cartoon images. As China's children's channels (TV stations) are aimed at children, most animation companies in China
aim to make cartoons for children under the age of 12, and the cartoon characters made by animation companies are childish (some are infantile). Many teenagers and adults are reluctant to watch domestic cartoons when they see that the cartoon content is elegant and the cartoon image is childish. Many animation companies aim to make cartoons for children under 12 years old. I think there are several reasons: 1. In order to be broadcast on children's channels (children's channels only play cartoons for children under 12 years old); 2. TV stations in various provinces and cities are unwilling to play cartoons during prime time and other time periods, because cartoons cannot be advertised, and TV stations have no income from playing cartoons; 3. Animation companies want to make animated films, but they have no confidence in the box office. In order to survive, most animation companies can only make cartoons for children under the age of 12. In order to cater to children, many animation companies make cartoons with children-like images and children-like contents (some are infants-preschool children). Because the cartoons made by animation companies are aimed at children under the age of 12, the cartoon image is childish and the content is childish, it is difficult for cartoons to be loved by teenagers and adults.
Animation image is the brand of animation enterprises. If enterprises want to establish an animation brand, they have to work hard on the animation image. The success of animation images created by animation enterprises is related to the success of animation works, the sales of derivatives and the economic benefits of animation enterprises. Therefore, animation enterprises should attach importance to animation image design.
The cartoon images created by American and Japanese cartoon enterprises strive to be popular. The Mickey Mouse and Donald Duck created by Disney and the Robot Cat created by Japan are very popular among the public. The brand value of Mickey Mouse has been continuously appreciated, and its brand value has reached 5.8 billion US dollars, which has brought huge benefits to American cartoon enterprises.
6. The gap in capital, marketing concept and marketing network between animation enterprises in China and the United States and Japan. China's animation enterprises
and the animation enterprises in the United States and Japan have a big gap in capital and marketing concepts. Most of China's animation enterprises are newly established in recent years, with insufficient funds, newly formed marketing concepts and imperfect marketing networks. Therefore, the economic benefits of most animation enterprises are not ideal, and some are still losing money.
American and Japanese animation companies have abundant capital advantages, perfect marketing concepts and sales networks, and the two countries have achieved success by taking advantage of capital and marketing methods.
7. Cultural differences. Due to historical reasons, there are great cultural differences between China and the United States and Japan. For many years, our country has adopted didactic education for young people, and most of our domestic cartoons are didactic, with traditional story content and lack of new ideas and innovative spirit.
American and Japanese animation companies pay attention to innovation and promote their own and national cultural values. Taking the United States as an example, American cartoons (including movies) promote the American inspirational model and innovative spirit. The cartoon stories of the United States and Japan are novel and fashionable, and are welcomed by the public.
Animation should have cultural spirit, which is the soul of animation.
8. Differences in animation production concepts. From the overall production technology level of China's cartoons, it is weaker than that of the United States and stronger than that of Japan. The United States attaches importance to production technology, while some Japanese animation companies do not pay attention to production, and the cartoons are dynamic and ordinary. However, Japanese cartoons are very successful. On this issue, I will be in Why can dynamic and ordinary cartoons succeed? What is the success point? ","Why can American and Japanese animation companies become bigger "explains the reasons.
9. The gap in creative ideas. Many animation companies in our country don't attach importance to creativity, and many animation companies don't have creative personnel with the post of < P >. Therefore, there are not many new animation ideas in our country (the situation has improved in recent years, and many animation companies have creative ideas and set up professional creative personnel, but there are few creative personnel. ）。
American and Japanese animation companies attach importance to creativity, and all animation companies have professional creative personnel to engage in creativity, accounting for more than 1% of the total number of animation companies. Because of the creativity of cartoons in the United States and Japan, many teenagers and adults are attracted to watch cartoons. L
1, the gap in target positioning. When making cartoons, most animation enterprises in our country aim at children < P > (children under the age of 12) and the domestic market. They have no plans to make cartoons suitable for all ages and enter the international market. The cartoons they make are only suitable for domestic children and have lost the big markets at home and abroad.
When making cartoons, American and Japanese animation companies aim at the international market and look for excellent cultural materials all over the world.
Taking the United States as an example, Mulan and Kung Fu Panda are all China's cultural materials, and American animation companies have made great profits by showing cartoons made from China's materials in China. Both American and Japanese animation companies attach importance to innovation, and their cartoons strive to be suitable for all ages. Therefore, the cartoons of the two countries have a good market in China.