創新氛圍、價值網路與文化創意產業商業模式創新－以沿海五中心城市為例

The Atmosphere of Innovation, Value Network and Cultural and Creative Industry's Innovation of Commercial Model-Taking Five Coastal Center Cities as Examples

鄔關榮(Guan-Rong Wu)；熊暉(Hui Xiong)；唐瓊(Qiong Tang)

創新氛圍 ； 價值網路 ； 商業模式創新 ； 文化創意產業 ； innovation atmosphere ； value network ； innovation of commercial model ； cultural and creative industry

中國廣告學刊

18期（2013 / 03 / 01）

63 - 83

繁體中文

本文以京、滬、杭、南和深五城市文化創意產業商業模式為例，通過245份企業調研問卷，運用結構方程模型來探討文化創意產業商業模式創新的演化機制和路徑。實證表明，創新氛圍、價值網路這兩大因素對文化創意產業商業模式創新的演化過程起著顯著的作用。而文化創意產業由封閉式商業模式到開放式商業模式轉變的過程中，本文發現主要存在兩條演化路徑，一是由“外到內”的分享路徑，二是由“內到外”的整合路徑。

In this paper, using Structural equation model to explore the evolutionary mechanism and path of the cultural creative industry innovation of commercial model by 245 questionnaires of enterprise survey from five cities-Beijing, Shanghai, Hangzhou, Nanjing and Shenzhen. The empirical results show that the two big factors about atmosphere of innovation and value network play a significant role in the evolution progress of business model innovation of the cultural creative industry. This paper found that there are two mainly evolutionary path during the cultural creative industry's transformation progress which is from closed business model to open business model, one is shared path which is from ”outside to inside”, the other is integration path which is from ”inside to outside”.

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