潛在需求視域下文化創(chuàng)意產(chǎn)業(yè)贏利模式研究
發(fā)布時間：2018-08-22 18:59
【摘要】：贏利模式是構(gòu)建在產(chǎn)業(yè)組織理論的微觀語境下，以一種或兩種戰(zhàn)略要素為核心，其他要素為關(guān)聯(lián)，邏輯形成最大化獲取市場利潤的要素組合。在差異化的宏觀視域中，區(qū)別不同的行業(yè)特征和市場條件，贏利模式通常表現(xiàn)為不同的核心構(gòu)成和要素邏輯。在當前我國文化創(chuàng)意產(chǎn)業(yè)處于初級發(fā)展階段的現(xiàn)狀背景下，文化創(chuàng)意產(chǎn)業(yè)的贏利模式亟待探索和明晰。文化創(chuàng)意產(chǎn)業(yè)具有文化高附加性和價值內(nèi)隱性的本質(zhì)屬性，這種屬性形成了文化創(chuàng)意產(chǎn)品的高額利潤潛力，也直接決定了文化經(jīng)濟市場的消費潛在性，高額利潤預(yù)期與隱性消費激發(fā)的博弈平衡共同構(gòu)成了文化創(chuàng)意產(chǎn)業(yè)贏利模式構(gòu)建的邏輯背景，挖掘潛在市場和隱性消費正形成了文化創(chuàng)意產(chǎn)業(yè)贏利模式的戰(zhàn)略核心，從而為組合文化創(chuàng)意產(chǎn)業(yè)贏利模式的其他關(guān)聯(lián)要素奠定了先導(dǎo)前提。定位在潛在需求視域構(gòu)建文化創(chuàng)意產(chǎn)業(yè)贏利模式，在理論層面為國內(nèi)文化創(chuàng)意產(chǎn)業(yè)發(fā)展研究開辟了嶄新視域，也將在實踐層面為國內(nèi)文化創(chuàng)意產(chǎn)業(yè)實現(xiàn)贏利提供戰(zhàn)略指導(dǎo)。 鑒于此，文章全面梳理了國內(nèi)外關(guān)于文化創(chuàng)意產(chǎn)業(yè)的研究成果，獨創(chuàng)性地選擇契合文化創(chuàng)意產(chǎn)業(yè)價值內(nèi)隱特質(zhì)的“潛在需求”視域作為研究切入點，綜合歸納了文化創(chuàng)意產(chǎn)業(yè)的經(jīng)濟特征表現(xiàn)，，全面闡釋了文化創(chuàng)意產(chǎn)業(yè)潛在需求視域的形成機理、與創(chuàng)意產(chǎn)業(yè)特征的耦合關(guān)聯(lián)，奠定了潛在需求審視視角選擇的合理性基礎(chǔ)，系統(tǒng)分析了文化創(chuàng)意產(chǎn)業(yè)面臨的市場條件和宏觀環(huán)境，以此形成論文立論成文的邏輯背景，進而以文化創(chuàng)意產(chǎn)業(yè)創(chuàng)作設(shè)計、生產(chǎn)加工、推廣營銷三大產(chǎn)業(yè)鏈環(huán)節(jié)為關(guān)聯(lián)脈絡(luò)，深入闡述了文化創(chuàng)意產(chǎn)業(yè)在各環(huán)節(jié)存在的贏利瓶頸，形成了特色化贏利模式構(gòu)建的必要性前提；繼而綜合借鑒贏利模式理論成果及文化創(chuàng)意產(chǎn)業(yè)發(fā)展的國際實踐經(jīng)驗，全面提煉了潛在需求視域下文化創(chuàng)意產(chǎn)業(yè)贏利的關(guān)鍵要素，構(gòu)建出文化創(chuàng)意產(chǎn)業(yè)以需求為導(dǎo)向，定位需求、創(chuàng)意開發(fā)、激活市場、推廣品牌、培育客戶、知產(chǎn)規(guī)制“六位一體”贏利模式，并形成了支撐文化創(chuàng)意產(chǎn)業(yè)需求導(dǎo)向型贏利模式實現(xiàn)的“五大”保障體系，以期為文化創(chuàng)意產(chǎn)業(yè)贏利實踐提供理論借鑒。
[Abstract]:Profit model is constructed in the micro context of industrial organization theory, with one or two strategic elements as the core, other elements as the correlation, and logical formation to maximize the market profits. In the macro perspective of differentiation, different industry characteristics and market conditions are distinguished, and the profit pattern is usually manifested in different core components and element logic. Under the background that the cultural creative industry in our country is in the primary stage of development, the profit model of the cultural creative industry needs to be explored and clarified urgently. Cultural creative industry has the nature of high cultural additionality and hidden value, which forms the potential of high profit of cultural and creative products, and directly determines the consumption potential of cultural economy market. The game balance between high profit expectation and hidden consumption stimulates the logical background of the construction of the profit model of cultural creative industry. Mining the potential market and recessive consumption is forming the strategic core of the profit pattern of cultural creative industry. Thus, it establishes the leading premise for the other related elements of the profit model of the combined cultural creative industry. Positioning in the perspective of potential needs to build a profit model of cultural and creative industries, in the theoretical level for the development of cultural and creative industries in a new field of vision, but also in practice for the domestic cultural and creative industries to achieve profits to provide strategic guidance. In view of this, the article comprehensively combs the domestic and foreign research achievements on the cultural and creative industry, and selects the "potential demand" horizon, which fits the implicit characteristic of the cultural creative industry value, as the starting point of the research. This paper summarizes the economic characteristics of cultural and creative industries comprehensively explains the forming mechanism of the potential demand horizon of cultural and creative industries and the coupling relationship with the characteristics of creative industries and lays a reasonable foundation for the selection of the perspective of potential demand. This paper systematically analyzes the market conditions and macro environment that the cultural creative industry is facing, thus forming the logical background of the thesis's argumentation, and then taking the creative design, production and processing of the cultural creative industry and the promotion of the three industrial chains as the relevant context. This paper expounds the profit bottleneck of cultural creative industry in every link, forms the prerequisite of constructing characteristic profit model, and then synthesizes the theoretical achievements of profit model and the international practical experience of the development of cultural and creative industry. From the perspective of potential demand, the paper abstracts the key elements of the profit of the cultural and creative industries, and constructs the cultural and creative industries, which are demand-oriented, orientate demand, develop creative ideas, activate markets, promote brands, and cultivate customers. The model of "six in one" profit is established, and the "five big" guarantee system is formed to support the realization of demand-oriented profit mode of cultural creative industry, in order to provide theoretical reference for the profit practice of cultural and creative industry.
【學位授予單位】：長安大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G124
本文編號：2198018
[Abstract]:Profit model is constructed in the micro context of industrial organization theory, with one or two strategic elements as the core, other elements as the correlation, and logical formation to maximize the market profits. In the macro perspective of differentiation, different industry characteristics and market conditions are distinguished, and the profit pattern is usually manifested in different core components and element logic. Under the background that the cultural creative industry in our country is in the primary stage of development, the profit model of the cultural creative industry needs to be explored and clarified urgently. Cultural creative industry has the nature of high cultural additionality and hidden value, which forms the potential of high profit of cultural and creative products, and directly determines the consumption potential of cultural economy market. The game balance between high profit expectation and hidden consumption stimulates the logical background of the construction of the profit model of cultural creative industry. Mining the potential market and recessive consumption is forming the strategic core of the profit pattern of cultural creative industry. Thus, it establishes the leading premise for the other related elements of the profit model of the combined cultural creative industry. Positioning in the perspective of potential needs to build a profit model of cultural and creative industries, in the theoretical level for the development of cultural and creative industries in a new field of vision, but also in practice for the domestic cultural and creative industries to achieve profits to provide strategic guidance. In view of this, the article comprehensively combs the domestic and foreign research achievements on the cultural and creative industry, and selects the "potential demand" horizon, which fits the implicit characteristic of the cultural creative industry value, as the starting point of the research. This paper summarizes the economic characteristics of cultural and creative industries comprehensively explains the forming mechanism of the potential demand horizon of cultural and creative industries and the coupling relationship with the characteristics of creative industries and lays a reasonable foundation for the selection of the perspective of potential demand. This paper systematically analyzes the market conditions and macro environment that the cultural creative industry is facing, thus forming the logical background of the thesis's argumentation, and then taking the creative design, production and processing of the cultural creative industry and the promotion of the three industrial chains as the relevant context. This paper expounds the profit bottleneck of cultural creative industry in every link, forms the prerequisite of constructing characteristic profit model, and then synthesizes the theoretical achievements of profit model and the international practical experience of the development of cultural and creative industry. From the perspective of potential demand, the paper abstracts the key elements of the profit of the cultural and creative industries, and constructs the cultural and creative industries, which are demand-oriented, orientate demand, develop creative ideas, activate markets, promote brands, and cultivate customers. The model of "six in one" profit is established, and the "five big" guarantee system is formed to support the realization of demand-oriented profit mode of cultural creative industry, in order to provide theoretical reference for the profit practice of cultural and creative industry.
【學位授予單位】：長安大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：G124
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