“奥飞动漫”动漫形象价值评估

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1、摘要摘要动漫形象是指动漫作品中塑造的具有个性特征的艺术形象。它是通过名称、动作、外形等艺术要素创造出的虚拟形象。动漫形象通常作为动漫作品的一部分而被广泛传播。在传播过程中围绕动漫形象形成了以动画片、动漫书籍为代表的直接衍生品以与以动漫玩具为代表的间接衍生品。衍生品的多样性造就了动漫形象价值来源的广泛，影响因素的复杂。因此如何结合上述动漫形象的特点对动漫形象价值进行评估是本文主要解决的问题。动漫形象价值链能够完整表述动漫形象在动漫企业经营过程中所发挥的作用，并可用于分析动漫形象的价值来源。因此，本文以奥飞动漫的飓风战魂动漫形象为例，从分析奥飞动漫的经营模式以与组织结构入手构建奥

2、飞动漫的动漫形象价值链。在此基础之上分析飓风战魂动漫形象的价值来源以与价值影响因素。最后结合层次分析法将动漫形象的价值从动漫衍生品中逐步分离出来，基于收益法完成对动漫形象的价值评估。通过估算，得到飓风战魂动漫形象的评估值大约为1.8亿元，与经典动漫形象的价值有较大差距。其原因是飓风战魂动漫形象本身不够鲜明，产业价值链不完善。因此，我国要从培养动漫人才，完善动漫产业价值链实现动漫企业在价值链各阶段的合理分工入手，以此促进我国动漫行业发展。关键词：动漫形象；价值链；奥飞动漫；价值评估I奥飞动漫动漫形象价值评估AbstractThecartoonimagereferstoakind

3、ofartisticimagethatisdevelopedinanimation.Usuallyitcontainssomeartisticfactorsasfollows:thename,theactoftheimage,thecharactershapeandsoon.Thecartoonimagehasalwaysbeenspreadwiththeanimation.Duringtheprocessofspread,thecartoonimagehasdevelopedintomanyderivatives.Thesederivativescanbedividedin

4、totwocategorieswhichincludesthedirectderivativesandtheindirectderivatives.Thedirectderivativescontainanimations,cartoonbooksandsoon,andthecartoontoysaretherepresentativesoftheindirectderivatives.Thediversityofderivativesendedupwiththecharactersofcartoonimages,suchastheextensivesourceofvalue

5、andthecomplexityofthefactorsforvalue.Sohowtoevaluatethevalueofcartoonimagebasedonitscharactersisthedestinationofthisthesis.Thevaluechainofcartoonimagecanbeusedtoanalyzethefunctionofcartoonimageduringthemanagementprocessofanimationenterprise.Itcanalsobeusedtodescribethevaluesourceofcartoonim

6、age.SofirstlythevaluechainofGuangDongAlphaAnimationandCultureCo,Ltdisconstructedbyanalyzingitsbusinessmodelandorganizationstructure,andthenthesourceandtheinfluencingfactorsofthecartoonimagevaluewillbetalkedaboutinthisthesis.Finally,thevalueofcartoonimagewillbeevaluatedbyusingthewayofAHPandi

7、ncomeapproach.Atlast,thevalueofcartoonimageisabout180millionyuan,andithasawidegapwiththevalueofclassiccartoonimage.ThereasonforthatisthatthecartoonimageofGuangDongAlphaAnimationandCultureCo,Ltdisnotclear,andthecompanydoesnothaveaperfectvaluechain.Soinord