一、新媒体动漫的概念及表现形式长期以来,传统动漫的传播主要通过电影、电视、杂志和书籍等传统出版发行渠道,然而新媒体的出现和普及应用,影响和改变着人们的生活态度和消费习惯,也为动漫的发展提供了新的市场契机,中国动漫产业的营销渠道和经营模式将不可避免地发生一场变革。新媒体动漫的载体可以分为硬终端和软终端两类。其中硬终端又分为有线终端和无线终端,有线终端包括电脑、楼宇视频、移动电视等;无线终端包括手机等无线手持终端。软终端指的是各类客户端软件及各类主流操 I. Concepts and manifestations of new media animation For a long time, traditional animation was mainly distributed through traditional publishing and distribution channels such as movies, television, magazines and books. However, the emergence and popularization and application of new media have influenced and changed people’s attitudes toward life and Consumer habits, but also for the development of animation provides a new market opportunity, China’s animation industry, marketing channels and business models will inevitably undergo a change. New media animation carrier can be divided into two types of hard and soft terminals. The hard terminal is divided into a wired terminal and a wireless terminal. The wired terminal includes a computer, a building video, a mobile television, and the like. The wireless terminal includes a wireless handheld terminal such as a mobile phone. Soft terminal refers to all kinds of client software and all kinds of mainstream operation