潜在需求视域下文化创意产业赢利模式研究
发布时间：2018-08-22 18:59
【摘要】：赢利模式是构建在产业组织理论的微观语境下，以一种或两种战略要素为核心，其他要素为关联，逻辑形成最大化获取市场利润的要素组合。在差异化的宏观视域中，区别不同的行业特征和市场条件，赢利模式通常表现为不同的核心构成和要素逻辑。在当前我国文化创意产业处于初级发展阶段的现状背景下，文化创意产业的赢利模式亟待探索和明晰。文化创意产业具有文化高附加性和价值内隐性的本质属性，这种属性形成了文化创意产品的高额利润潜力，也直接决定了文化经济市场的消费潜在性，高额利润预期与隐性消费激发的博弈平衡共同构成了文化创意产业赢利模式构建的逻辑背景，挖掘潜在市场和隐性消费正形成了文化创意产业赢利模式的战略核心，从而为组合文化创意产业赢利模式的其他关联要素奠定了先导前提。定位在潜在需求视域构建文化创意产业赢利模式，在理论层面为国内文化创意产业发展研究开辟了崭新视域，也将在实践层面为国内文化创意产业实现赢利提供战略指导。 鉴于此，文章全面梳理了国内外关于文化创意产业的研究成果，独创性地选择契合文化创意产业价值内隐特质的“潜在需求”视域作为研究切入点，综合归纳了文化创意产业的经济特征表现，，全面阐释了文化创意产业潜在需求视域的形成机理、与创意产业特征的耦合关联，奠定了潜在需求审视视角选择的合理性基础，系统分析了文化创意产业面临的市场条件和宏观环境，以此形成论文立论成文的逻辑背景，进而以文化创意产业创作设计、生产加工、推广营销三大产业链环节为关联脉络，深入阐述了文化创意产业在各环节存在的赢利瓶颈，形成了特色化赢利模式构建的必要性前提；继而综合借鉴赢利模式理论成果及文化创意产业发展的国际实践经验，全面提炼了潜在需求视域下文化创意产业赢利的关键要素，构建出文化创意产业以需求为导向，定位需求、创意开发、激活市场、推广品牌、培育客户、知产规制“六位一体”赢利模式，并形成了支撑文化创意产业需求导向型赢利模式实现的“五大”保障体系，以期为文化创意产业赢利实践提供理论借鉴。
[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.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124
本文编号：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.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G124
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