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当今的动画电影市场无论是在技术条件方面还是在运作机制方面都已日趋成熟。如何使作品在竞争激烈的动画电影市场中脱颖而出,获取受众的支持和创造消费者的价值,不仅取决于制片商选取的题材能否符合受众的消费心理需求,还取决于影片后产品开发能否构成受众的消费行为。本文从真人动画电影的顾客价值构成维度这一角度进行分析,探讨这类题材的电影产业价值链整合和对中国动画电影发展的启示。
Today’s animation movie market is maturing both in terms of technology and operating mechanism. How to make the work stand out in the highly competitive animation movie market, gain audience support and create consumer value depends not only on whether the theme selected by the producer meets the consumer psychology needs of the audience, but also on the product development ability after the film Whether it constitutes the audience’s consumer behavior. This article analyzes the dimensions of the customer value of live-action animated movies, and discusses the integration of the value chain of the movie industry on such themes and the enlightenment on the development of Chinese animated movies.