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在文化创意产业转变发展方式、走向转型升级的宏观语境下,将手机动漫作为一种新的增长点和助推力,全面评估了其对我国动漫产业内部结构重组所可能产生的意义与价值。文章依次梳理和盘点了2012年中国手机动漫市场所呈现出的可喜气象和崭新变化,深入分析了当前手机动漫在内容、技术、理论方面存在的空白和缺失,并针对这些现状与问题,从政策辅助、全媒体运营、市场营销、新功能研发等多个角度,提出了未来的优化策略和前进方向。重新界定和评估了当下中国动漫产业发展大环境中,手机动漫扮演的角色和发挥的作用,及其在未来转型升级后的动漫格局中可以获得的理想地位。
Under the macro context of transforming the mode of development of cultural and creative industries toward transformation and upgrading, mobile animation will be regarded as a new growth point and boosting force to comprehensively evaluate the possible significance and value of mobile animation to the restructuring of the internal structure of China’s animation industry . The article combs and inventories the gratifying weather and new changes in China’s mobile phone animation market in 2012, and analyzes in depth the gaps and deficiencies in the content, technology and theory of the current mobile phone animation. In view of these problems and problems, Assisted, all media operations, marketing, new features such as research and development from multiple angles, put forward the future optimization strategy and the way forward. Redefine and assess the role and role played by mobile animation in the current environment of China’s animation industry development and its ideal position in the animation format after the transformation and upgrading in the future.