论文文献翻译关于中国动漫产业的多元化扩展战略的研究外文翻译中英文对照翻译.docx

论文文献翻译关于中国动漫产业的多元化扩展战略的研究外文翻译中英文对照翻译.docx

《论文文献翻译关于中国动漫产业的多元化扩展战略的研究外文翻译中英文对照翻译.docx》由会员分享，可在线阅读，更多相关《论文文献翻译关于中国动漫产业的多元化扩展战略的研究外文翻译中英文对照翻译.docx（7页珍藏版）》请在冰豆网上搜索。

论文文献翻译关于中国动漫产业的多元化扩展战略的研究外文翻译中英文对照翻译

中文3068字

本科毕业论文（设计）外文翻译

外文题目：

AnAnalysisontheDiversifiedExtensionStrategyforChina’sAnimationIndustry

出处：

AsianSocialScience2009

作者：

WenjieLiAbstract

BasedonthecurrentdevelopmentofChina’sanimationindustry,thisarticleexplorestheprospectofthediversifiedextensionstrategyforitanditsindustrychain.Inaddition,somesuccessfulcasesintherelevantfieldshomeorabroadaretakenintoconsiderationtoanalyzehowtofacilitatethefurtherdevelopmentofChina’sanimationindustryinconformitywiththereality.

Keywords:

Animationindustry,Derivativeproduct,Commercialvalue

Animationindustryisacoreindustrydisplayinggreatpotentialfordevelopmentin21stcentury.Bythe1990s,theexportofanimationsandtheirderivativeproductshadexceededthatoftraditionalindustriesandthevaluescreatedbyanimationproductsandserviceshadranked6thinGNP.InJapanandKorea,animationsandtheirderivativeproductshavereplacedthetraditionalindustriestobecomethenewpillarproductsofforeignexchangeearning.Accordingtostatistics,thewholeworldhascreatedanimationsandderivativeproductsworthabout$500,000,000,000.Actually,childrencanbetaughtbysomeclassicalAmericancartoonsaboutsomeriskstheyareexpectedtocopewithduringtheirgrowing-upcourse.AnditisevenmentionedbyCCTVthatAmericananimationscanprovideguidelinesforeducationontheirkids.ItisAmericanpeople’sself-independence,focusonindividualability,courage,adventurousspirits,opennessaswellasoriginalitythatcreatetoday’sAmericaneducation.Theirteacherswillseeeverykid’stalentandencouragethemtofostertheirstrengths.Asaresult,alotofsuccessfultalentshavebeencultivated,suchasover300billionairessince1980andnumerousNobelPrizewinners.ThisisreallythebestreflectionofwhatWashington,thefounderofthisgreatnation,oncesaid“givingAmericanpeoplethebesteducation”.

Inrecentyears,withthegreatemphasispaidbyChinesegovernmentonthedevelopmentofculturalindustriesincludinganimationindustry,aseriesofpoliciesandmeasuresfavorableforthesounddevelopmentofthisindustryhavebeenissued,givinggreatopportunitiesforitsrapiddevelopment.Accordingtosomeexperiencedmembersinthisindustry,thespringofChina’sanimationindustryhasarrived.DuetoitslonginvestmentrecoverycyclesandthecurrentfundamentalstageofChina’sanimationindustry,itwilltakeatleast3to5yearstodevelopitintoamatureone.Withthearrivalofthedigitalage,anewpatternwithflashes,cartoonsandgameshascomeintobeing.Therefore,animationwillbeinterwovenwithfilms,TVprogrammes,publications,audio-visualproductsandotherderivativeproductstoformtheanimationindustrychain.

Here,wewillemploythecaseofHelloKittyforitsdevelopmentcourseandsuccessfulexperienceinmarketoperation.Thereisalittlecat,witharoundface,abowonherleftear,ashorttailbutwithoutmouth,whichiscalledHelloKitty.Thiscartooncatisprintedonover22,000kindsofcommoditiestobesoldinmorethan40countries.Sheearns$500,000,000forherowner,SanrioCompany,aswellasbillionsofdollarsforthosecompaniesauthorizedtouseherimage.Inaddition,someotherunauthorizedcompaniesputitonavarietyofthings,creatingaprofitof$1,000,000,000everyyear.Suchanunknowncatonceprintedoncheapplasticwalletshasbecomeacatwiththegreatestmarketvalueinhistory.

Kittywasbornin1974whenSanrioCompanyplannedtodesignanewimageontheirnewlydesignedwallets.Thinkingkidsaremostlyfondofsomelittleanimalssuchasbears,dogsorcats,thefirstdesignerofKittydecidedtousethethirdonebecausethefirsttwohadbeenproducedbefore.ThatistheverybeginningofKitty.Inspiteofthepresident’slackofinterestinher,herpopularitysoaredinashorttime.Inaddition,itisthegrass-rootedmarketingstrategyforKittythathasimpressedpeoplealot.WhenputtingKittytothemarketatfirst,SanrioCompanyhardlydidanymarketsurveyoradvertisements.What’smore,itauthorizednearlyeveryproduct（withtheexceptionoftobacco,alcoholandguns）aslongasitwouldnotspoilthelovelyimageofKitty.

WithKitty’srisingfame,SanrioCompanyspentlittleonadvertisements.Instead,itadoptedanall-roundmarketingstrategyandprintedHelloKittyoneverythingyoucouldimagine,fromsticker,pens,notebooks,clothes,toys,wallets,cups,plates,chopsticks,mobilephones,roasters,dustbinstocomputers,treadmillsandautomobiles,evenadventurousthemeparks.Besides,itissuedsomelimitededitionstostimulateconsumers’enthusiasmforcollectionandrepeatedpurchasing.

Nowadays,HelloKittyhasbeenputonabout22,000commoditiestobesoldinover40countries.WhentheminiHelloKittyhangingdecorationsappearedatMcdonald’sin2004,theyappealedtoacrowedofconsumerswithitsvarietyofcolorsandlovableimages.InTaiwan,duetothegreatpopularityofMcdonald’sminiKitty,itwasevenregardedasastandardtoassessone’slovefortheotherwhethertheywouldbuyasetofHelloKittyforeachother.What’smore,astrugglebrokeoutinSingaporewhensomecustomersqueuedupforkids’setmealwithKittyandDearDaniel.

AseriesofeffectivemarketingstrategieshavefullyexertedKitty’scommercialvalue.ItissaidthatMicrosoftCompanyplanndtopurchasethecopyrightforKittyat$5,600,000,000.Moreover,KittyhassteppedbeyondbusinessfieldasshowninthepoliticalwarofwordsinTaiwan,KittyMurderinHongKongaswellasaglobalculturalmovementandevensomeonehastakenitasthesubjectofathesis.JustaswhatScaletteJohnsononcesaid---“sheislikemymascot.”---thislovablecatwitharoundfacehasestablishedherowncartoonbusinesskingdomwhilefulfillingnumerouspeople’sfancydreams.

Thus,suchapreviouslyunknowncathaschangedintoanidolwhocanearnalotforherownersanddealers.WhatmakesKittydifferentfromDoraemonandGarfieldisthatsheisacommoditynotsupportedbyfilmsorcartoons.Justlikethemostfamousdog---Snoopyaswellasthemostpopularbear---WinniePooh,Kittymaintainsherprosperitybycreatingproductsattractivetokidsandladies.

Forover3decades,thissmilingcatwithoutmouthhasbeenreliablefriendsforkidsespeciallygirls.Aftertheygrowupandbecomemothers,theyarestillfondofthislovelycattogetherwiththeirdaughters.

Then,whatmakeshersoattractive?

Actually,herfansjusthavetheirfreeimaginationaboutherblankface.ThisisjustwhatSanriohaskeptinmind.Inotherwords,Kittyishappytodayifyouthinksoandsheissadifyouaredepressed.Therefore,peopletendtoregardherastheirintimatepartners.

Withhighly-developedurbanization,urbanitiesarefacedwithisolatedpersonalrelationshipsandmoreyoungmendon’tknowhowtocommunicatewithothers.Instead,machinesandtoysbecometheirfriendstowhomtheycanexpresstheirfeelings,whichhasresultedinthesuccessstoriesofcartoonproducts.

Asaresult,Kittyhasappealedtoadultsevenoldpeopleaswellaschildren.Forchildren,sheisalovelytoy;forgrownladies,Kittyremindsthemoftheirpurechildhood;forfathers,theycanshowtheirlovefortheirkids.Inthisway,aproductwillattractpeopleatdifferentages,withdifferenttastes,stylesandwishes,hencehavingmorecustomers.

AlthoughnoneofthefactorsattributedtoDisneycartoonsuccessescanbefoundinher,Kittyhasbecomeoneofthemostprofitablecartoonfigures.Satisfyingpeople’sdesireforchildren’strueness,Kittyhasbecomeaculturalsignfrom20thto21stcentury.

Besides,thesuccessstoryofHelloKittyshouldbeattributedtoitsdiversifiedextensionstrategy.Now,Kittyisonthewrongsideof30,whichisoldenoughforacat.It’sreallyhardfora32-year-oldcartoonimagetokeepyoungandfreshatthefashion-going-quicklyJapanesemarket.ItisthekeytoKitty’ssuccessthatSanriohaskeptpacewithfashion.Everymonth,500newproductsappearatmarketand500oldonesaredismissed.Besides,theproductlinehasbeenregulatedinordertomaketheproductsconformingtodifferentfashions.Inearly1980s,whenTeddyBearoverwhelmedJapan,Kittyhelditasherfriend.Inmiddle1980s,whenitwaspopularformiddle-classgirlsenjoyedplayingthepiano,aKittyplayingthegrandpianoappeared.

Inaddition,Sanrioputsforwarddifferentcommoditiesaccordingtothegrowing-upprogressofitsmaincustomers.Forexample,in2004,inhonorofKitty’s30thanniversary,somenewproductswereintendedfortheadultmarket,suchasroasters,coffeemakers,microwaveovensinordertokeepheradultfanswhohadaccompaniedhersinceherbirth..

Actually,anotherreasonforKitty’spopularityishersuccessinenteringtheadultmarketandbeingaccepted.Facedwithstrengthenedpressurefromlifeandwork,complicatedinterpersonalrelationships,careerskillingtheircreativityandanxietyaboutthefutureandreality,manyyoungpeople,especiallywomen,misstheirchildhoodpurity.HarryPort’spopularitywiththousandsofadultsisacaseinpoint.

Now,Kittyprovidesafashionablewayforcustomerstogobacktotheirchildhood.Suchapopular“lovely”culturehascoveredourreallifewithanemotionalandidealisticdress.Emotion-orientedKittyhelpstoexpressyoungcustomers’thoughts.

ItisjustduetothegraspofculturethatKittyhasgrabbedsomanyyoungpeople’sheartandhasbeenextendedtosovariouskindsofcommodities.Thatiswhatitscustomerswish.Unlikeotherbrandsforpublicconsumption,whichpaymoreattentiontotheagreementbetween