英语毕业论文——A-Study-on-Prospective-Development-of-Chinese-Animation-Industry-in-Light-of-Disney.doc

毕业论文——豆丁——cool words
A Study on Prospective Development of Chinese Animation Industry in Light of Disney History

中文摘要

迪士尼是总部设在美国的大型跨国公司，经过八十多年的发展至今已不止于从事动画电影这一个行业了，主要业务还有主题公园，玩具，图书，电子游戏和传媒网络等多个产业。八十年来，迪士尼从小小的卡通工作室成为家庭娱乐集团，它可以很自豪的称自己是美国乃至世界动漫及娱乐界的精英。
本论文主要从迪士尼公司的发展史来探讨中国动漫产业的发展现状及发展前景。希望能够对迪士尼公司的成长历程有深层次的认识，并从中得到启迪。从迪士尼发展史、迪士尼本人、迪士尼动画、迪士尼乐园、迪士尼品牌以及迪士尼在中国的相关活动来研究迪士尼公司进入中国的市场之前、之后的大陆方面业务。主要研究迪士尼在动画方面取得的成就并对它的市场策略做了详细的研究。从其历史发展状况来看中国动漫产业的历史发展状况及取得的成就和今后的动态；从其在动漫产业上的一系列策略来研究中国动漫市场相关策略；从其公司的经营及扩展状况来了解和分析中国动漫公司的经营情况；从其动漫的原创性和创新性来展望中国国产动漫应该注意和借鉴的经验，从而进一步推动整个产业链的形成。虽然在过去的二十多年来中国的动漫产业有了很好的发展，遗憾的是只有蓝猫系列建立起来自己的品牌，所以中国动漫产业要想在竞争激烈的市场中立足，必须像迪士尼一样不断创新，建立品牌，实行全球化战略。

关键词：迪士尼；中国动漫；品牌
Abstract

The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with four business segments: media networks, parks and resorts, studio entertainment and consumer products.
For more than eight decades, the name Walt Disney has been preeminent in the field of family entertainment. From humble beginnings as a cartoon studio in the 1920s to today's global corporation, the Walt Disney Company continues to proudly provide quality entertainment for every member of the family, across America and around the world.
Over the past 2004, Animation industry in China has got very good development. Regrettably, it has only Blue Cat cartoon series produced by SanChen that established its own brand, has gained the corresponding social effects and economic effects. If Animation industry in China wants to gain achievement in fierce market competition, it could not blindly dispred on quantity. Establishing brand, structuring brand culture is really basic approach to cultivate market, contend for market, capture marketplace finally.

Key words: Disney; animation industry; brand culture

A Study on Prospective Development of Chinese Animation Industry in Light of Disney History
Outline

Thesis Statement: The paper focuses on the Prospective Development of Chinese animation industry in light of Disney history. Disney company, a leading diversified international family entertainment and media enterprise, which has four business segments: media networks, parks and resorts, studio entertainment and consumer products. The Disney’s history in the animation field can be as a good reference for Chinese animation.
Ⅰ. Introduction
A. Disney company
B. Disney’s history
Ⅱ. A. Strategies of Disney
B. Chinese Animation Industry
C. Learning of Disney's success
III. Conclusion
Acknowledgements

In writing this paper, I have benefited a lot from my teachers and my classmates. They generously helped me to collect materials and gave many invaluable suggestions to me. Here I extend my thanks to them for their kind help.
My deepest gratitude goes first and foremost to ###， my tutor, for his encouragement and guidance. He has guided me through all the stages of the writing of this paper Without his instruction, this thesis could not have reached its present form. He told me how to express my idea and how to write the thesis completely. After I finished the draft, he carefully read the whole draft and offered painstaking and precious criticism. His standards of academic excellence have made my revision an exciting and gratifying experience. I also sincerely thank my friends and classmates, whose brilliant ideas and perceptive observations have proved immensely constructive. They encouraged me when I felt dismay or difficulty, and they always inspected my thesis and cheered me up.
Last my thanks would go to my beloved parents for their loving considerations in me all over these years. I also owe my sincere gratitude to my friends and my fellow classmates who gave me their help and time in listening to me and helping me work out my problems during the difficult course of the thesis. I am also greatly indebted to the teachers at the School of Foreign Languages, who have instructed and helped me a lot in the past four years. I also would like to express my gratitude to lots of writers , who led me into the world of how to write a better paper.
Contents

Acknowledgements i
Abstract（English） ii
Abstract（Chinese） iii
1. Introduction 1
1.1 Disney company 1
1.2 Disney's history 1
2. Strategies of Disney 2
2.1 Key strategies of Disney.................................................................................................2
2.2 Creativity.........................................................................................................................3
2.3 Family entertainment and globalization.........................................................................4
2.4 Brand..................................4
2.5 Character of Walt Elias Disney......................................................................................5
3. Chinese animation industry 5
3.1 Present situation 5
3.2 Strength 5
3.3 Weakness 6
4. Learning of Disney's success....................................................................................................6
5. Conclusion................................................................................................................................7
Works Cited 9

1. Introduction
The Walt Disney Company is a leading diversified international family entertainment and media enterprise, which has four segments: studio entertainment, media networks, parks and resorts and consumer products. Our Chinese animation industry could learn a lot from Disney company, Disney’s history or its development mode, especially its four key strategies of success.
1.1 Disney company
The Walt Disney Company was founded in 1923, which is faithful to their commitment to produce unparalleled entertainment experiences. The Walt Disney Company’s achievements was based on the rich legacy of quality creative content and exceptional storytelling. For more than eight decades from the year of 1923, the name Walt Disney has been preeminent in the field of family entertainment and media networks and other different kinds of fields. The Disney has become a global corporation from humble beginnings as a cartoon studio in the 1920s. Now the Walt Disney Company continues to proudly provide quality entertainment for every member of the American family and the people from all around the world.
1.2 Disney's history
Walt arrived in California in the summer of 1923 with dreams and ambition. He had made a short film in Kansas City called Alice's Wonderland describing about a little girl in a cartoon world. On October 16, 1923, M. J. Winkler who is a New York distributor, contracted to release the Alice Comedies, when is the date of the formal beginning of Walt Disney Company. Originally known as the Disney Brothers Cartoon Studio, the company soon changed its name to the Walt Disney Studio.
Walt made his Alice Comedies for four years, then moved to an all-cartoon series, he created a character named Oswald the Lucky Rabbit. However, the distributor had gone behind his back and signed up almost all of his animators, he hoped to make the Oswald cartoons in his own studio for less money without Walt Disney himself. It was a painful lesson for the young cartoon producer. Walt now had to come up with a new character, that was Mickey Mouse. Then his studio poured all of its resources into Mickey Mouse cartoon with fully synchronized sound: Steamboat Willie , which was an immediate sensation around the world, and a series of Mickey Mouse cartoons followed. Soon another series: the Silly Symphonies, the Silly Symphonies turned into the training ground for all Disney artists, as they prepared for the advent of animated feature films. Flowers and Trees, a Silly Symphony and the first full-color cartoon, won the Academy Award for Best Cartoon for 1932, it was the first year that the Academy offered such a category. The most sensational one was is Three Little Pigs which was released in 1933,. This was a breakthrough in character animation and making people have the encouragement of fighting the Great Depression: “who are afraid of big bad wolves” (Pat, 89) from 1929 to 1933.
While the studio's cartoons were reaching popularity in movie field, the company also generated interest in related merchandise. Mickey Mouse on paper tablets for school children was the start of Disney's consumer products business. Soon there were Mickey Mouse dolls, dishes, toothbrushes, radios, figurines and so on. Almost everything you can imagine.
Snow White and the Seven Dwarfs, launched at Christmas, 1937, which became the highest grossing film of all time, that is a breakthrough on the record of other films held until it was surpassed by Gone With the Wind. And the Snow White is the world's first full-length animated feature length cartoon, paved the way for Disney's eventual domination of the children's fairy tale industry. And the Snow White involved hundreds of Disney employees working overtime for months for little or no extra pay to create the two million images demanded by the great project. At the same time, its astonishing success paved the way for further animated folk and fairy tale adaptations, such as Pinocchio, Fantasia, Cinderella, Alice in Wonderland, Peter Pan, Sleeping Beauty, and so on, which are all named the most significant fairy tale films produced during Disney's lifetime. From Steamboat Willie to the extraordinary imagery and emotional storytelling of the company's first feature length films, the studio had revolutionized animation from that time on.
The year of 1950 saw three landmark achievements , the first one was the studio's first completely live action film called Treasure Island, the second was the return to classic animated features with Cinderella and the last one was the first time when Disney television show at Christmas Day. Walt saw the potential of television, so in 1954 Disney successfully invaded in television industry, he launched the first television mini-series named Davy Crockett, which run on all three networks and go through six title changes, however, it remained on the air for 29 years, making it the longest-running television series in history. The studio went on to produce highly popular filmed entertainment, with animated films, combining live action, animation and animatronics to tell a classic story for parents and their lovely children..
Walt Disney died on December 15, 1966. He was probably the best known individual in the world. By the time of his death, the Disney studio's rich output amounted to 21 full-length animated films, 493 short subjects, 47 live-action films, seven True-Life Adventure features, 330 hours of Mickey Mouse Club television programs, 78 half-hour Zorro television adventures, and 280 other television shows.
The Little Mermaid made Disney animation experienced a renaissance in 1989, which reminded the world that animation wasn't just for kids but also for adults. Later were Beauty and the Beast, Aladdin and The Lion King. Meanwhile, Disney moved into publishing, forming Hyperion Books for Children, and Disney Press, which released books on Disney and non-Disney subjects.
Then was Parks and Resorts which was a totally new kind of entertainment experience, attracting hundreds of millions of visitors from around the world. Disney's Parks and Resorts is not just home to Disney's beloved characters but the place "Where Dreams Come True." (Jonathan,432) Since then, Parks and Resorts has grown to encompass the world-class Disney Cruise Line, eight Disney Vacation Club resorts, Disney Adventures and five resort locations on three continents: Disneyland Resort, Anaheim, California; Walt Disney World Resort, Florida; Tokyo Disney Resort; Disneyland Resort Paris; Hong Kong Disneyland.
As much as the company has changed since its Oswald days, much has remained the same, as it continues to be dedicated to providing innovative, quality entertainment for all members of
the family, across America and around the world.
2. Strategies of Disney
2.1 Key strategies of Disney
The key strategies of Disney can be concluded according to its four core fields: Studio Entertainment, Media Networks, Parks and Resorts and Consumer Products.
2.2 Creativity
The Studio Entertainment consists of Distribution Entities, Home Entertainment, Theatrical and Music. And the studio entertainment is the root of Disney industry, the most important factor of Disney animation's success lies in it. And its Animation can be divided into Classics; Live Action with Animation; 3D Computer Animation; Claymation Animation; Movietoons Animation; Video Premiere and so on. Steamboat Willie, which is the third Mickey Mouse cartoon, is one with fully synchronized sound, and Flowers and Trees, which is the first full-color cartoon, won the Academy Award for Best Cartoon for 1932, the first year that the Academy offered such a category. When most people thought that a cartoon couldn't hold an audience's attention beyond the usual eight-minute running time, Snow White was finished, and it was a spectacular hit. Then is the first completely live action film: Treasure Island, and the classic animated features with Cinderella and the first Disney television show. All the firsts witness Disney’s spirit of acceptance of new things which is the creativity.
2.3 Family entertainment and Globalization
The media net works include broadcasting, cable networks, radio, publishing and Internet businesses. Key areas include: Disney-ABC Television Group, ESPN Inc., Walt Disney Internet Group, ABC owned television stations, and a supporting headquarters group. Marketing, research, sales and communications functions also exist within the segment. The Disney name quickly became synonymous with quality entertainment for the whole family.
Another part are Parks and Resorts which include Walt Disney imagineering, Disneyland resort world of Disney, Disney meetings, Disney vacation club, Disney regional entertainment and so on. Wherever the guest experience takes place in Disney Parks, they remain dedicated to the promise that they try to make guests feel they turn the ordinary into the extraordinary. To make dreams come true every day is central to Disney global strategy. Disney and his team member had created multiple million dollar commercial empire based on its fairy tale characters.
Certainly, with the Disney expansion in worldwide, to build large theme parks on other continents and to create a stream of resorts and attractions in other countries would be better for ideal globalization success. In a word, Walt Disney Company was very successful in accelerating the global spread of its principles, trying to meet the need of other countries.
2.4 Brand
To concentrate on the brand is Disney company’s traditi