基于价值增长机制的文化创意产品价值共创研究

发布时间：2018-04-25 21:41

本文选题：文化创意产品 + 价值共创　；参考：《东华大学》2017年博士论文

【摘要】：在经济全球化与竞争国际化的背景下,文化创意产业已经成为衡量一个国家实力的重要标志。我国也将文化创意产业作为战略新兴产业加以大力扶持和发展。为了应对消费市场需求的提升,各种有形无形的文化创意商品也日趋多样化,加上媒体科技与政治经济的发展,使得文化产品内涵价值构成与挖掘成为热点研究问题之一。在新的信息技术、消费需求不断演变的环境下,如何挖掘文化创意产品显性价值与隐性价值,明确文化创意产品价值的影响因素与关键增值因素,协调文化创意产品相关人员在价值创造过中的关系与作用,都对传统的文化创意产品价值增值管理研究提出了新的挑战。本研究从文化创意产品价值增长的共创管理角度着手,聚焦创意产品的价值结构与层次,旨在通过分析文化创意产品价值增值模式,挖掘其特有的增值机理。通过构建文化创意设计企业和销售企业间的非合作博弈模型,确定双方在达到博弈均衡时的最优利润决策,同时通过合作博弈模型,分析设计企业和销售企业实现价值增值过程中的各自价值贡献和收益分配,并对文化创意产品价值共创及其企业主体竞争力的形成与合作传导机制进行实证检验。通过实证检验提炼出文化创意产品价值增值内外部影响因素,获得价值增值特征,从而揭示文化创意产品价值增值演化规律和特有增值维度,探寻有利于价值增值的干预靶点,提出文化创意产品价值共创管理的优化策略。通过研究,为文化创意产品的商业实践管理提供理论依据,为提升创意产品相关者的价值共创能力、改善组织绩效提供科学的实践指导。主要研究内容及结果:第一,提炼基于价值链的文化创意产品价值形成基本理论及价值共创路径。文化创意产品价值形成的影响因素包括外部环境价值系统和内在产业链价值系统,并通过四种途径驱动(终端消费者合作、设计创作、生产合作和渠道合作)实现价值共创。文化创意产品的价值共创包含其价值创造的外部环境价值系统(政府政策规划、科技发展水平、宏观经济形势以及社会公众的认知等)、内在产业链价值系统(包括生产与研发的上游供应商环节、竞争与合作的战略联盟、文化创意产品生产与供给的文化创意企业、到达消费者的营销渠道体系)、终端消费者价值系统(包含接受文化创意产品与服务的个体或家庭消费者、产业组织客户)。在影响因素分析的基础上,将基于价值增长的文化创意产品价值共创途径划分为四类:终端消费者合作驱动的价值共创、设计创作重构驱动的价值共创、生产合作驱动的价值共创和渠道合作驱动的价值共创。第二,构建文化创意产品主体间价值形成的博弈模型。分析了政府监管部门、文化创意企业、消费者等价值共创主体间存在竞争合作博弈关系。以文化创意产品价值链上的设计企业和分销企业间价值共创为背景,建立了非合作博弈下设计企业和分销企业间的nash博弈模型和stackelberg博弈模型,分析了均衡解;并进一步建立了两类企业的合作博弈模型,通过合作博弈下最优利润的求解,对非合作与合作博弈下价值共创效果进行了对比分析。结果表明,在非合作竞争博弈下,当达到博弈均衡时,使得价值增值的各企业的价值投入在stackelberg博弈下要高于nash博弈下的投入,其最优的价值投入实现的是自身利润最大化,这样虽然各自环节上实现了价值增值,但不是整体价值链上的价值共创。在合作博弈模式下,文化创意产品设计企业与分销企业亦实现的是价值链系统总利润的增值。而且,相比nash非合作博弈,虽然各主体的价值投入更多了,但总收益也提高了;相比stackelberg非合作博弈,其各自的价值投入不均衡,此时通过合作也实现了价值共创,价值链上的整体利润增加,但由于双方价值投入的差异,各自的利润相比非合作竞争博弈情形不一定是最优的。第三,对企业价值供给——消费者导向的文化创意产品价值共创绩效的影响因素进行了实证研究。首先分析企业与消费者在文化创意产品价值共创中的作用,以及企业价值供给与消费者导向的文化创意产品价值增值影响因素,并提炼出关键价值影响因素。提出企业价值供给与消费者导向的价值共创绩效影响的假设条件,通过问卷调研和信度效度检验等实证方法,得到实证结果,包括:第一,在价值供给对价值共创绩效的影响中,文化创意产品功能价值对价值共创绩效没有显著的正向影响;体验价值对价值共创绩效有显著的正相关关系,信息价值对价值共创绩效没有显著的直接正相关关系。第二,在价值供给对消费者价值感知和价值增值的影响中,功能价值、体验价值、信息价值均对消费者价值感知具有显著的正向影响。第三,在消费者价值感知对文化创意产品价值共创绩效的影响中,消费者价值感知对共同制定创意计划、共同解决和实施价值共创具有显著的正向影响。本研究具有重要的理论意义和实践意义。在理论上,本文分析文化创意产品价值提升与共创涉及的主体,探索主体之间的价值资源整合和互动机理,理顺价值共创的实现路径,寻找其价值共创管理的最优方式。对于充实文化创意产品价值增值形成与共创理论有着重要的理论意义。在实践上,本文以文化创意产品研发案例为数据收集对象,从消费者需求和产品生产双向角度切入,将价值共创管理理论与思想注入文创产业,科学合理的对文化创意产品价值共创管理等相关问题进行剖析,有助于企业建立与市场竞争相适应的价值提升指导策略,对我国文创产业提高竞争力,优化产品价值结构有着较强的实践指导意义。本文研究的创新点和学术贡献主要体现为:第一,将文化创意产品价值增长和共创机制融入价值链理论体系,提练出文化创意产品价值增长的几个维度(文化价值、艺术价值、经济价值和社会价值),从文化创意产品价值增长的视角,构建了文化创意产品价值共创的整体框架模式,这对于刻画文化创意产品价值形成和共创机理,具有研究视角上的创新性;第二,针对文化创意产品价值共创过程中相关企业之间的竞合特点,基于博弈论方法构建了创意设计企业与销售企业的竞争与合作博弈模型,从利润增值的视角分析了文化创意产品博弈主体间合作博弈关系对价值共创总系统利润提升的影响,这对于揭示文化创意产品基于竞合博弈关系的价值共创机理,不断提升文化创意产品的共创价值,具有研究内容上的创新性;第三,从文化创意产品价值共创主体之一的消费者为强导向作用的视角,用实证方法构建了企业—消费者导向的文化创意产品价值共创模型,通过实证检验文化创意产品价值共创中各主体对价值共创的作用,特别是消费者导向作用对文创企业价值创新的传导机制,扩展了文化创意产品价值共创的研究内涵,具有研究内容上的创新性。
[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.

【学位授予单位】：东华大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：G124

【相似文献】