宋庄文化创意产业园区商业模式创新研究

发布时间：2018-04-06 02:39

本文选题：文化创意产业园区　切入点：swot分析方法　出处：《东华大学》2016年硕士论文

【摘要】：在经济全球化、信息化发展的大背景下,文化创意产业日益成为国民经济和社会发展的新引擎,也成为社会主义文化强国建设的重要前提条件。在文化创意产业繁荣发展的基础上,为了不断提升文化创意产业的集聚效应和规模效应,各地政府都在积极鼓励、引导文化创意产业园区的建设和发展。其中,宋庄文化创意产业园区作为北京市2006年首批认定的十个文化创意产业集聚区之一,被北京市定义为国家创意设计与艺术品交易功能区,在北京市和通州区的产业规划中具有重要的战略意义和经济价值。宋庄文化创意产业园区由于历史成因、区位因素、政府管理、发展模式等原因,形成了一种商业要素简单、价值网流程不完善、产业关联度低的商业模式。这种商业模式不利于集聚区的产业化升级和整体实力规模的提升,也不利于承接通州区“一城一河两组团”的发展规划。同时,由于文化创意产业园区兴起较晚,学术界对此部分的理论研究较少,因而研究宋庄文化创意产业园区的商业模式创新设计,不仅能够为政府提供一种产业商业定位的技术视角,也能为学术界关于文化创意产业园区的研究提供一种方式方法,具有一定的创新性。本文尝试运用经典的swot分析方法来分析宋庄文化创意产业园区的商业环境,运用价值网构成要素,来研究园区的商业模式要素、类型和存在问题,最终,通过商业模式设计的理论支撑以及宋庄发展的特殊情况,对宋庄进行商业模式设计。具体分为以下内容:第一,阐述研究背景与价值、研究对象与研究方法、研究内容与创新点;第二,研究文化创意产业园区、价值链、价值网与产业价值链、商业模式及商业模式创新的理论和综述;第三,利用swot分析方法分析宋庄文化创意产业园区的内外部商业环境;第四,基于价值网的概念对宋庄园区商业模式及存在问题进行深入分析;第五,对宋庄文化创意产业园区进行商业模式创新设计。本文在分析论证的基础上,针对宋庄文化创意产业园区提出了创意生态圈为基础的艺术家群体的创意深耕商业模式、艺术机构的创新募资商业模式、文化企业的电子商务商业模式、政府机关的服务保障商业模式以及园区整体的品牌塑造商业模式五种商业模式设计建议,希望能从理论上为宋庄园区的未来发展提供一种可供参考的商业模式路径,使其克服现有的商业盈利劣势,发挥商业盈利优势,把握北京市、通州区创意产业发展机遇,迎接未来发展中会面临的各种挑战,来实现宋庄文化创意产业园区的大发展、大繁荣。
[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.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274

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