本文選題：文化創(chuàng)意產(chǎn)業(yè)園區(qū)　切入點：swot分析方法　出處：《東華大學》2016年碩士論文

【摘要】：在經(jīng)濟全球化、信息化發(fā)展的大背景下,文化創(chuàng)意產(chǎn)業(yè)日益成為國民經(jīng)濟和社會發(fā)展的新引擎,也成為社會主義文化強國建設(shè)的重要前提條件。在文化創(chuàng)意產(chǎn)業(yè)繁榮發(fā)展的基礎(chǔ)上,為了不斷提升文化創(chuàng)意產(chǎn)業(yè)的集聚效應(yīng)和規(guī)模效應(yīng),各地政府都在積極鼓勵、引導文化創(chuàng)意產(chǎn)業(yè)園區(qū)的建設(shè)和發(fā)展。其中,宋莊文化創(chuàng)意產(chǎn)業(yè)園區(qū)作為北京市2006年首批認定的十個文化創(chuàng)意產(chǎn)業(yè)集聚區(qū)之一,被北京市定義為國家創(chuàng)意設(shè)計與藝術(shù)品交易功能區(qū),在北京市和通州區(qū)的產(chǎn)業(yè)規(guī)劃中具有重要的戰(zhàn)略意義和經(jīng)濟價值。宋莊文化創(chuàng)意產(chǎn)業(yè)園區(qū)由于歷史成因、區(qū)位因素、政府管理、發(fā)展模式等原因,形成了一種商業(yè)要素簡單、價值網(wǎng)流程不完善、產(chǎn)業(yè)關(guān)聯(lián)度低的商業(yè)模式。這種商業(yè)模式不利于集聚區(qū)的產(chǎn)業(yè)化升級和整體實力規(guī)模的提升,也不利于承接通州區(qū)“一城一河兩組團”的發(fā)展規(guī)劃。同時,由于文化創(chuàng)意產(chǎn)業(yè)園區(qū)興起較晚,學術(shù)界對此部分的理論研究較少,因而研究宋莊文化創(chuàng)意產(chǎn)業(yè)園區(qū)的商業(yè)模式創(chuàng)新設(shè)計,不僅能夠為政府提供一種產(chǎn)業(yè)商業(yè)定位的技術(shù)視角,也能為學術(shù)界關(guān)于文化創(chuàng)意產(chǎn)業(yè)園區(qū)的研究提供一種方式方法,具有一定的創(chuàng)新性。本文嘗試運用經(jīng)典的swot分析方法來分析宋莊文化創(chuàng)意產(chǎn)業(yè)園區(qū)的商業(yè)環(huán)境,運用價值網(wǎng)構(gòu)成要素,來研究園區(qū)的商業(yè)模式要素、類型和存在問題,最終,通過商業(yè)模式設(shè)計的理論支撐以及宋莊發(fā)展的特殊情況,對宋莊進行商業(yè)模式設(shè)計。具體分為以下內(nèi)容:第一,闡述研究背景與價值、研究對象與研究方法、研究內(nèi)容與創(chuàng)新點;第二,研究文化創(chuàng)意產(chǎn)業(yè)園區(qū)、價值鏈、價值網(wǎng)與產(chǎn)業(yè)價值鏈、商業(yè)模式及商業(yè)模式創(chuàng)新的理論和綜述;第三,利用swot分析方法分析宋莊文化創(chuàng)意產(chǎn)業(yè)園區(qū)的內(nèi)外部商業(yè)環(huán)境;第四,基于價值網(wǎng)的概念對宋莊園區(qū)商業(yè)模式及存在問題進行深入分析;第五,對宋莊文化創(chuàng)意產(chǎn)業(yè)園區(qū)進行商業(yè)模式創(chuàng)新設(shè)計。本文在分析論證的基礎(chǔ)上,針對宋莊文化創(chuàng)意產(chǎn)業(yè)園區(qū)提出了創(chuàng)意生態(tài)圈為基礎(chǔ)的藝術(shù)家群體的創(chuàng)意深耕商業(yè)模式、藝術(shù)機構(gòu)的創(chuàng)新募資商業(yè)模式、文化企業(yè)的電子商務(wù)商業(yè)模式、政府機關(guān)的服務(wù)保障商業(yè)模式以及園區(qū)整體的品牌塑造商業(yè)模式五種商業(yè)模式設(shè)計建議,希望能從理論上為宋莊園區(qū)的未來發(fā)展提供一種可供參考的商業(yè)模式路徑,使其克服現(xiàn)有的商業(yè)盈利劣勢,發(fā)揮商業(yè)盈利優(yōu)勢,把握北京市、通州區(qū)創(chuàng)意產(chǎn)業(yè)發(fā)展機遇,迎接未來發(fā)展中會面臨的各種挑戰(zhàn),來實現(xiàn)宋莊文化創(chuàng)意產(chǎn)業(yè)園區(qū)的大發(fā)展、大繁榮。
[Abstract]:In the background of economic globalization, the development of information, cultural and creative industry has become the new engine of national economic and social development, has become an important prerequisite for the construction of socialist culture and power. Based on the prosperity and development of cultural and creative industries, in order to improve the agglomeration effect and scale effect of the cultural and creative industries, local governments are actively to encourage and guide the development and construction of the cultural and creative industrial park. Among them, Songzhuang cultural and Creative Industrial Park in Beijing city in 2006 as the first batch of ten agglomeration area of cultural and creative industries, Beijing city was defined as the national creative design and art trade area, has important strategic significance and economic value in Beijing city and Tongzhou District industry planning. Songzhuang cultural and Creative Industrial Park due to historical causes, location factors, government management, development mode and other reasons, the formation of a Business elements, value network process is not perfect, low industrial association business model. This business model is not conducive to the agglomeration of industrial upgrading and the overall strength of the size of the promotion, is not conducive to undertake the Tongzhou District "one river and two groups" development planning. At the same time, due to the cultural and Creative Industry Park rise late, in academic circles on the part of the theoretical study less, innovation of business model design and research of Songzhuang cultural and Creative Industrial Park, not only can provide a perspective of industrial commercial positioning for the government, can also provide a method for the academic study of Guan Yuwen creative industrial Park, with a certain degree of innovation. This paper attempts to use the classic the SWOT analysis method to analyze the Songzhuang cultural and creative industrial park business environment, the use of elements of value network, to study the elements of the business model of the park, and deposit type In the end, the problem, the design of business model theory and Songzhuang development of special circumstances, business model design of the song. It consists of the following contents: first, describes the research background and value, research object and research methods, research content and innovation; second, value chain research park, cultural and creative industries, value network and industry value chain, and summarizes the theory of business model and business model innovation; third, analysis of Songzhuang cultural and creative industrial park of internal and external business environment by SWOT; fourth, the concept of value network and analyzes the Songzhuang park business model and the existing problems based on business model innovation; fifth, the design of Songzhuang culture the creative industry park. In this paper, on the base of the analysis, aiming at the Songzhuang cultural and creative industrial park is proposed based on groups of artists and creative creative ecosystem Deep business model innovation, art institutions fund-raising business model, e-commerce business model of cultural enterprises, government agencies, security services business model and brand building of the park overall business model five business model design proposal, hope from the theory for the future development of Song Dynasty area provides a manor reference path of business model so, to overcome the existing disadvantages of commercial profit, play commercial advantage, seize the opportunity of Beijing City, the development of creative industries in Tongzhou District, and meet the challenges facing the future development, to realize the development of the Creative Industry Park, Song Zhuangwen and prosperity.

【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F724.6;F274

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