本文選題：文化創(chuàng)意產(chǎn)品 + 價值共創(chuàng)��； 參考：《東華大學(xué)》2017年博士論文

【摘要】：在經(jīng)濟全球化與競爭國際化的背景下,文化創(chuàng)意產(chǎn)業(yè)已經(jīng)成為衡量一個國家實力的重要標(biāo)志。我國也將文化創(chuàng)意產(chǎn)業(yè)作為戰(zhàn)略新興產(chǎn)業(yè)加以大力扶持和發(fā)展。為了應(yīng)對消費市場需求的提升,各種有形無形的文化創(chuàng)意商品也日趨多樣化,加上媒體科技與政治經(jīng)濟的發(fā)展,使得文化產(chǎn)品內(nèi)涵價值構(gòu)成與挖掘成為熱點研究問題之一。在新的信息技術(shù)、消費需求不斷演變的環(huán)境下,如何挖掘文化創(chuàng)意產(chǎn)品顯性價值與隱性價值,明確文化創(chuàng)意產(chǎn)品價值的影響因素與關(guān)鍵增值因素,協(xié)調(diào)文化創(chuàng)意產(chǎn)品相關(guān)人員在價值創(chuàng)造過中的關(guān)系與作用,都對傳統(tǒng)的文化創(chuàng)意產(chǎn)品價值增值管理研究提出了新的挑戰(zhàn)。本研究從文化創(chuàng)意產(chǎn)品價值增長的共創(chuàng)管理角度著手,聚焦創(chuàng)意產(chǎn)品的價值結(jié)構(gòu)與層次,旨在通過分析文化創(chuàng)意產(chǎn)品價值增值模式,挖掘其特有的增值機理。通過構(gòu)建文化創(chuàng)意設(shè)計企業(yè)和銷售企業(yè)間的非合作博弈模型,確定雙方在達到博弈均衡時的最優(yōu)利潤決策,同時通過合作博弈模型,分析設(shè)計企業(yè)和銷售企業(yè)實現(xiàn)價值增值過程中的各自價值貢獻和收益分配,并對文化創(chuàng)意產(chǎn)品價值共創(chuàng)及其企業(yè)主體競爭力的形成與合作傳導(dǎo)機制進行實證檢驗。通過實證檢驗提煉出文化創(chuàng)意產(chǎn)品價值增值內(nèi)外部影響因素,獲得價值增值特征,從而揭示文化創(chuàng)意產(chǎn)品價值增值演化規(guī)律和特有增值維度,探尋有利于價值增值的干預(yù)靶點,提出文化創(chuàng)意產(chǎn)品價值共創(chuàng)管理的優(yōu)化策略。通過研究,為文化創(chuàng)意產(chǎn)品的商業(yè)實踐管理提供理論依據(jù),為提升創(chuàng)意產(chǎn)品相關(guān)者的價值共創(chuàng)能力、改善組織績效提供科學(xué)的實踐指導(dǎo)。主要研究內(nèi)容及結(jié)果:第一,提煉基于價值鏈的文化創(chuàng)意產(chǎn)品價值形成基本理論及價值共創(chuàng)路徑。文化創(chuàng)意產(chǎn)品價值形成的影響因素包括外部環(huán)境價值系統(tǒng)和內(nèi)在產(chǎn)業(yè)鏈價值系統(tǒng),并通過四種途徑驅(qū)動(終端消費者合作、設(shè)計創(chuàng)作、生產(chǎn)合作和渠道合作)實現(xiàn)價值共創(chuàng)。文化創(chuàng)意產(chǎn)品的價值共創(chuàng)包含其價值創(chuàng)造的外部環(huán)境價值系統(tǒng)(政府政策規(guī)劃、科技發(fā)展水平、宏觀經(jīng)濟形勢以及社會公眾的認知等)、內(nèi)在產(chǎn)業(yè)鏈價值系統(tǒng)(包括生產(chǎn)與研發(fā)的上游供應(yīng)商環(huán)節(jié)、競爭與合作的戰(zhàn)略聯(lián)盟、文化創(chuàng)意產(chǎn)品生產(chǎn)與供給的文化創(chuàng)意企業(yè)、到達消費者的營銷渠道體系)、終端消費者價值系統(tǒng)(包含接受文化創(chuàng)意產(chǎn)品與服務(wù)的個體或家庭消費者、產(chǎn)業(yè)組織客戶)。在影響因素分析的基礎(chǔ)上,將基于價值增長的文化創(chuàng)意產(chǎn)品價值共創(chuàng)途徑劃分為四類:終端消費者合作驅(qū)動的價值共創(chuàng)、設(shè)計創(chuàng)作重構(gòu)驅(qū)動的價值共創(chuàng)、生產(chǎn)合作驅(qū)動的價值共創(chuàng)和渠道合作驅(qū)動的價值共創(chuàng)。第二,構(gòu)建文化創(chuàng)意產(chǎn)品主體間價值形成的博弈模型。分析了政府監(jiān)管部門、文化創(chuàng)意企業(yè)、消費者等價值共創(chuàng)主體間存在競爭合作博弈關(guān)系。以文化創(chuàng)意產(chǎn)品價值鏈上的設(shè)計企業(yè)和分銷企業(yè)間價值共創(chuàng)為背景,建立了非合作博弈下設(shè)計企業(yè)和分銷企業(yè)間的nash博弈模型和stackelberg博弈模型,分析了均衡解;并進一步建立了兩類企業(yè)的合作博弈模型,通過合作博弈下最優(yōu)利潤的求解,對非合作與合作博弈下價值共創(chuàng)效果進行了對比分析。結(jié)果表明,在非合作競爭博弈下,當(dāng)達到博弈均衡時,使得價值增值的各企業(yè)的價值投入在stackelberg博弈下要高于nash博弈下的投入,其最優(yōu)的價值投入實現(xiàn)的是自身利潤最大化,這樣雖然各自環(huán)節(jié)上實現(xiàn)了價值增值,但不是整體價值鏈上的價值共創(chuàng)。在合作博弈模式下,文化創(chuàng)意產(chǎn)品設(shè)計企業(yè)與分銷企業(yè)亦實現(xiàn)的是價值鏈系統(tǒng)總利潤的增值。而且,相比nash非合作博弈,雖然各主體的價值投入更多了,但總收益也提高了;相比stackelberg非合作博弈,其各自的價值投入不均衡,此時通過合作也實現(xiàn)了價值共創(chuàng),價值鏈上的整體利潤增加,但由于雙方價值投入的差異,各自的利潤相比非合作競爭博弈情形不一定是最優(yōu)的。第三,對企業(yè)價值供給——消費者導(dǎo)向的文化創(chuàng)意產(chǎn)品價值共創(chuàng)績效的影響因素進行了實證研究。首先分析企業(yè)與消費者在文化創(chuàng)意產(chǎn)品價值共創(chuàng)中的作用,以及企業(yè)價值供給與消費者導(dǎo)向的文化創(chuàng)意產(chǎn)品價值增值影響因素,并提煉出關(guān)鍵價值影響因素。提出企業(yè)價值供給與消費者導(dǎo)向的價值共創(chuàng)績效影響的假設(shè)條件,通過問卷調(diào)研和信度效度檢驗等實證方法,得到實證結(jié)果,包括:第一,在價值供給對價值共創(chuàng)績效的影響中,文化創(chuàng)意產(chǎn)品功能價值對價值共創(chuàng)績效沒有顯著的正向影響;體驗價值對價值共創(chuàng)績效有顯著的正相關(guān)關(guān)系,信息價值對價值共創(chuàng)績效沒有顯著的直接正相關(guān)關(guān)系。第二,在價值供給對消費者價值感知和價值增值的影響中,功能價值、體驗價值、信息價值均對消費者價值感知具有顯著的正向影響。第三,在消費者價值感知對文化創(chuàng)意產(chǎn)品價值共創(chuàng)績效的影響中,消費者價值感知對共同制定創(chuàng)意計劃、共同解決和實施價值共創(chuàng)具有顯著的正向影響。本研究具有重要的理論意義和實踐意義。在理論上,本文分析文化創(chuàng)意產(chǎn)品價值提升與共創(chuàng)涉及的主體,探索主體之間的價值資源整合和互動機理,理順價值共創(chuàng)的實現(xiàn)路徑,尋找其價值共創(chuàng)管理的最優(yōu)方式。對于充實文化創(chuàng)意產(chǎn)品價值增值形成與共創(chuàng)理論有著重要的理論意義。在實踐上,本文以文化創(chuàng)意產(chǎn)品研發(fā)案例為數(shù)據(jù)收集對象,從消費者需求和產(chǎn)品生產(chǎn)雙向角度切入,將價值共創(chuàng)管理理論與思想注入文創(chuàng)產(chǎn)業(yè),科學(xué)合理的對文化創(chuàng)意產(chǎn)品價值共創(chuàng)管理等相關(guān)問題進行剖析,有助于企業(yè)建立與市場競爭相適應(yīng)的價值提升指導(dǎo)策略,對我國文創(chuàng)產(chǎn)業(yè)提高競爭力,優(yōu)化產(chǎn)品價值結(jié)構(gòu)有著較強的實踐指導(dǎo)意義。本文研究的創(chuàng)新點和學(xué)術(shù)貢獻主要體現(xiàn)為:第一,將文化創(chuàng)意產(chǎn)品價值增長和共創(chuàng)機制融入價值鏈理論體系,提練出文化創(chuàng)意產(chǎn)品價值增長的幾個維度(文化價值、藝術(shù)價值、經(jīng)濟價值和社會價值),從文化創(chuàng)意產(chǎn)品價值增長的視角,構(gòu)建了文化創(chuàng)意產(chǎn)品價值共創(chuàng)的整體框架模式,這對于刻畫文化創(chuàng)意產(chǎn)品價值形成和共創(chuàng)機理,具有研究視角上的創(chuàng)新性;第二,針對文化創(chuàng)意產(chǎn)品價值共創(chuàng)過程中相關(guān)企業(yè)之間的競合特點,基于博弈論方法構(gòu)建了創(chuàng)意設(shè)計企業(yè)與銷售企業(yè)的競爭與合作博弈模型,從利潤增值的視角分析了文化創(chuàng)意產(chǎn)品博弈主體間合作博弈關(guān)系對價值共創(chuàng)總系統(tǒng)利潤提升的影響,這對于揭示文化創(chuàng)意產(chǎn)品基于競合博弈關(guān)系的價值共創(chuàng)機理,不斷提升文化創(chuàng)意產(chǎn)品的共創(chuàng)價值,具有研究內(nèi)容上的創(chuàng)新性;第三,從文化創(chuàng)意產(chǎn)品價值共創(chuàng)主體之一的消費者為強導(dǎo)向作用的視角,用實證方法構(gòu)建了企業(yè)—消費者導(dǎo)向的文化創(chuàng)意產(chǎn)品價值共創(chuàng)模型,通過實證檢驗文化創(chuàng)意產(chǎn)品價值共創(chuàng)中各主體對價值共創(chuàng)的作用,特別是消費者導(dǎo)向作用對文創(chuàng)企業(yè)價值創(chuàng)新的傳導(dǎo)機制,擴展了文化創(chuàng)意產(chǎn)品價值共創(chuàng)的研究內(nèi)涵,具有研究內(nèi)容上的創(chuàng)新性。
[Abstract]:In the context of economic globalization and competition internationalization, cultural and creative industries have become an important indicator of the strength of a country. Our country also supports and develops the cultural and creative industries as a new strategic industry. In order to cope with the promotion of consumer market demand, various intangible cultural and creative commodities are also increasingly diversified. With the development of media science and technology and political economy, the composition and mining of cultural products have become one of the hot research issues. In the environment of the continuous evolution of the new information technology and consumption demand, how to excavate the dominant and recessive values of cultural and creative products, and clarify the factors affecting the value of the literary creative products and the key value-added factors In order to coordinate the relationship and function of cultural and creative product related personnel in value creation, they all put forward new challenges to the research of value added management of traditional cultural and creative products. This study focuses on the value structure and level of creative products from the perspective of the growth of cultural and creative products, and aims to analyze cultural creation by analyzing culture. Through the construction of the non cooperative game model between the cultural creative design enterprise and the sales enterprise, the optimal profit decision is determined by the two parties to achieve the equilibrium of the game. At the same time, the respective prices of the design enterprises and the sales enterprises in the process of value increment are analyzed by the cooperative game model. Value contribution and income distribution, and the empirical test of the formation and cooperation mechanism of the value creation of cultural and creative products and the formation of the competitive power of enterprises and the cooperation mechanism of cooperation. Special value added dimension, exploring the target of value added intervention, and putting forward the optimization strategy of the value creation management of cultural and creative products. Through the research, it provides the theoretical basis for the commercial practice management of cultural creative products, and provides scientific practical guidance for improving the value creation ability of creative product related people and improving the organization performance. The research contents and results are as follows: firstly, the basic theory and value creation path of cultural and creative product value based on value chain are extracted. The influence factors of the formation of cultural creative product value include the external environment value system and the intrinsic industrial chain value system, and drive through four ways (terminal consumer cooperation, design creation, production cooperation) The value creation of cultural and creative products includes the value created external environmental value system (government policy planning, technology development level, macro economic situation and public awareness, etc.), internal chain value system (including the upstream supplier link of production and research and development, competition and cooperation) Strategic alliance, cultural and creative products producing and supplying cultural creative enterprises, reaching the marketing channel system of consumers, terminal consumer value system (including individual or family consumers receiving cultural and creative products and services, industrial organization customers). Based on the analysis of influencing factors, the cultural and creative products are based on the growth of value. The way of value creation is divided into four categories: value creation driven by terminal consumer cooperation, value creation driven by design creation reconfiguration, value creation driven by production cooperation and value creation driven by channel cooperation. Second, a game model for the formation of the value of cultural and creative products between subjects is constructed. The government supervision department and cultural creative enterprises are analyzed. In the context of the value creation between design enterprises and distribution enterprises in the value chain of cultural creative products, the Nash game model and Stackelberg game model between the design enterprise and the distribution enterprise under the non cooperative game are established, and the equilibrium solution is analyzed. The cooperative game model of the two types of enterprises, through the solution of the optimal profit under the cooperative game, compares the value creation effect of the non cooperative and cooperative game. The result shows that, under the non cooperative competition game, when the game equilibrium is reached, the value input of the value added enterprises in the Stackelberg game is higher than that of the Nash Bo. The best value input realizes the maximization of its own profit, so that although the value increment is realized in each link, it is not the value creation on the whole value chain. In the cooperative game model, the cultural creative product design enterprise and the distribution enterprise also realize the value increment of the total profit of the value chain system. Moreover, compared with the n Ash non cooperative game, although the value of each subject is more invested, but the total income is also improved; compared with the non cooperative game of Stackelberg, its respective value input is not balanced. At this time, the value chain is created by cooperation, and the overall profit on the value chain is increased, but the profit of the two parties is not cooperated because of the difference in the value input of the two parties. The competition game situation is not necessarily the best. Third, the empirical study on the influence factors of enterprise value supply - consumer oriented cultural and creative product value creation performance is carried out. First, the role of enterprises and consumers in the creation of cultural and creative products value, and the cultural and creative production of the enterprise value supply and consumer orientation are also analyzed. The influence factors of value added and key factors are extracted. The hypothesis conditions of the impact of value supply and consumer oriented value creation are proposed. The empirical results are obtained through questionnaire survey and reliability and validity test, including: first, cultural creativity in the impact of value supply on value creation performance Product functional value has no significant positive impact on value creation performance; experience value has significant positive correlation with value creation performance, and there is no significant direct correlation between information value and value creation performance. Second, in the influence of value supply on consumer value perception and value added, function value, experience value, The value of information has a significant positive impact on the perceived value of consumer value. Third, in the impact of consumer value perception on the value creation performance of cultural and creative products, consumer value perception has a significant positive impact on the joint formulation of creative plans and the common solution and implementation of value creation. This study has important theoretical significance and In theory, in theory, this paper analyzes the subjects involved in the promotion and creation of the value of cultural and creative products, explores the integration and interaction mechanism of value resources between the subjects, straightens out the realization path of value creation, and seeks the best way of its value creation management. It emphasizes the theory of enriching the value added formation and creating theory of cultural creative products. In practice, in practice, this article takes the case of cultural and creative product research and development as the data collection object, from the two-way angle of consumer demand and product production, the theory and thought of value creation management into the creation industry, scientific and rational management of the value co creation of cultural and creative products and other related issues, which will help the enterprise. The establishment of value promotion guidance strategy adapted to market competition has a strong practical guiding significance for improving competitiveness and optimizing product value structure in Chinese culture industry. The innovation and academic contribution of this paper are mainly embodied in the following aspects: first, the value increase and creation mechanism of cultural and creative products are integrated into the value chain theory system, and the practice is put forward. Several dimensions (cultural value, artistic value, economic value and social value) of the value growth of cultural and creative products (cultural value, artistic value, economic value and social value), from the perspective of the value growth of cultural and creative products, the overall framework model of the value creation of cultural creative products is constructed, which is an innovation in the perspective of the study of the formation and creation mechanism of cultural and creative products. Second, based on the game theory, a game model of competition and cooperation between creative design enterprises and sales enterprises is built on the basis of game theory. From the perspective of profit appreciation, the cooperative game relationship between the players of cultural creative products is analyzed and the total system profit of value creation is analyzed. The influence of the promotion is to reveal the value creation mechanism of the cultural and creative products based on the competing game relationship, constantly improve the creation value of the cultural creative products, and have the innovation in the research content. Third, from the perspective of the strong guiding role of the consumers of the creation of the value of the value of cultural and creative products, the enterprise has constructed the enterprise by empirical method. The value creation model of the consumer oriented cultural and creative products, through the empirical test of the role of the various subjects in the value creation of cultural creative products, especially the transmission mechanism of the consumer oriented role on the value innovation of the enterprise, has expanded the research connotation of the value creation of cultural creative products, and has the creation of the research content. New nature.

【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2017
【分類號】：G124

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