ISHIK2023
タイトル：文化割引と文化製品の輸出
―――日本のアニメ産業の国際化を例に
TOTLE：Cultural Discounts and Cultural Products ‘Going Global’ —Taking the Internationalization of Japan’s Animation Industry as an Example
発表者：倪月菊*
所属：*中国社会科学院大学 中国社会科学院世界经济与政治研究所
关键词：文化折扣, 动漫产业, 国际化, 文化产品出口
Keywords：Cultural discounts, animation industry, internationalization, cultural product exports
摘要：
动漫相关产品作为文化产品的重要组成部分,已成为一国文化传播的重要途径,越来越受到各国的重视。 日本通过出口动漫电影和电视动画片的方式打入西方市场。自上世纪90年代起,全球播出的动画片,超过60% 是由日本制作的,且被翻译成超过30种语言在全世界广泛传播,漫迷们的动漫俱乐部也遍及世界各地。因此, 研究日本动漫产业的国际化路径,对我国文化产品“走出去”具有一定的启示作用。本研究在分析文化折扣对文化产品贸易影响机制的基础上,分析了日本动漫产品在国际化过程中,克服“文化折扣”魔咒,不遗余力地因地因时制宜进行国际市场开拓的经验,以求对处于转型和拓展中的中国文化产品“走出去”提供借鉴。
Abstract：
Animation related products have a typical cross-cultural dissemination phenomenon, and have become an important channel for cultural dissemination in a country, receiving increasing attention from various countries. Since the 1990s, Japan has entered the Western market by exporting anime films and television animations, spreading widely around the world.over 60% of the animated films broadcasted in the world have been produced in Japan and translated into over 30 languages, Comic clubs for fans have also spread around the world. Therefore, studying the internationalization path of Japan’s animation industry has a certain enlightening effect on China’s cultural products going global’. On the basis of analyzing the impact mechanism of cultural discounts on cultural product trade, this study analyzes the experience of Japanese anime products in overcoming the curse of “cultural discounts” and making every effort to expand international markets according to local conditions in the process of internationalization, in order to provide reference for the
transformation and expansion of Chinese cultural products in “going global”.