今天中国的经济、政治、文化等领域均实现了快速发展，从世界范围内看，游戏与动漫产业已经成为21世纪知识经济时代的产物。世界上的发达国家如欧美日本等，一向非常重视游戏与动漫产业的发展，因此其已经成为各国争先恐后发展的文化支柱性产业。以日本为例，其动漫和游戏产业成为仅次于旅游业的第二大产业。在美国，欧洲等国的发展也极为的可观。对中国而言，伴随着近些年的互联网与文化产品的蓬勃发展，以及中国国力的持续走强，国家以及民间投入在游戏与动漫产业上面的资源支持也在明显的增长着。而作为游戏与动漫重要组成部分的衍生品市场在中国受到的关注较少，因此本文将通过对介绍日本的先进游戏动漫衍生品领域的相关成功案例与现状，结合中国游戏动漫的衍生品产业的目前格局做出一定对比，并提出自己的相应看法与建议。 案例部分将分别就中日之间的游戏动漫主体部分，影音影像类衍生品，大荧幕类衍生品，玩具模型手办类衍生品，日常消费类衍生品，品牌展会类衍生品等六个不同的具体产业入手，集合典型案例进行分析。 最后本文将从整体入手对中日游戏动漫衍生品市场之间的差异做出整体性概括，并就主要矛盾与问题提出自己的意见与解决方案。主要概括来讲，当前我国与日本的主要差距集中在发展所处周期不同，游戏动漫主体产业的产能不足，产业相关技术比较落后，以及基础的法律法规建设不完善导致的版权保护力度不够等方面问题较为严重，这些问题都决定了我国当前的产业环境还处于相对初级的阶段。为了解决这些问题，首先我们需要从政府角度通过各种鼓励性政策进行相应的支持，引导我国加强原创内容建设，并且不断完善相应知识产权方面的法制建设等方面入手，切实的保护原创品牌价值与利益。同时也要从社会舆论以及媒体宣传等方面进行一定引导，努力摆脱游戏动漫是未成年人消费品的过时观念，发掘更大的消费需求，使不同年龄段的消费者能够提供更多的消费在相关产品之上。这样才能够最终形成一个良性健康，富有创造力，满足各类消费者需求的产业环境。

China is undergoing rapid economic, cultural and political development. From a global perspective, the game and comic has become the industry knowledge economy. Japan, Europe and the America attaches great importance to these industries. For these countries, they are the cultural pillars on which industries.Take Japan for example, game and comic was the second biggest industries, just behind the tourism sometimes, and also in Europe and the America. In 21st century, with the growing up of the internet, cultural industry, and the china’s rise, the investment of government and private industry continues to grow.But as important part, game and comic receives much less attention. So, by introducing experience of foreign developed countries' cases, and combine with the situation of Chinese market, this paper will provide some personal views.The body parts are classified as some detailed sections. First, paper will discuss difference of main market in China and Japan. After the main market part, the following sections make the discussion about the derivatives market. Analyzing the gap China and Japan is the most important part, so paper will do the best to find the reason, and provide some suggestions.Second part will make whole summarization and analysis of derivatives market. In general, Japan and China are at different stages, so Chinese game and comic brands have the shortage of supply, inefficient technology and poor intellectual property protection are also important. In order to solve these problems, we must promote industrial upgrading. Including the strengthen policy assistance and investment, public opinion supports, exploring the market of different age groups and strengthening legal system building.