国产动画片项目的投资价值评估方法.pdf

摘 要 动画产业是 21 世纪创意经济的核心产业之一，不少国家十分重视其发展。 尽管在我国，种种原因导致了动画片制作产业化发展起步晚，但近年来，无论 从国家文化战略部署还是地方政府创意产业规划来看，动画产业都被放在重要 的地位，特别是近几年，国内动画片制作行业有了较快的发展。然而，与动画 产业发达国家相比，我国动画片制作整体仍处于较低水平，不少投资者也并不 了解我国动画产业特点与规律以及如何判断投资项目的价值与风险。然而，长 期而言，国产动画片项目投资前景无疑是看好的。对于投资者而言，问题的关 键是应对动画行业及行业内投资项目的基本情况有一定的了解与掌握，以及在 此基础之上知晓如何进行动画片投资项目价值的评估，为投资决策提供科学的 依据。 本文站在投资者角度，对动画片类投资项目进行了界定、阐述与分析，探 讨了此类项目的特殊之处；并对中国动画片行业及动画片项目的运作的实际情 况进行研究，在此基础上运用投资学、传媒经济学等学科的相关理论，参考访 谈与文献中专家学者的诸多观点与建议，介绍了项目投资价值评估方法，并主 要对模糊综合评估法进行了较详细的论述。 【关键词】动画片；投资价值；评估 1 Abstract As a part of the core of creative industry in 21st Century, animation is considered to be an industry with great importance in many countries all over the world. In China, however, the industrialization of animation has been off to a quick start for a variety of reasons, but in recent years, Chinas animation industry made remarkable progress, since it has been put on the list of industries which are of concern by both central and local governments. Today, compared with countries which have highly developed animation industry, China is characterized by a very low level as a whole. A number of investors lack a clear understanding of the characteristics of Chinas animation industry, and what they also lack is how to make a correct judgment about the value and risk of investing on an animation program. Still, in the long run, Chinas animation industry has undeniable higher returning of investment. As an investor, the key point is probably to be aware of the situation of Chinas animation industry and animation program. Also, the investors should master some approaches to evaluate the value of animation programs.