【作者】 李阳；

【导师】 沈蕾；

【作者基本信息】 东华大学 ， 工商管理（EMBA）（专业学位）， 2016， 硕士

【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。更多还原

【Abstract】 under the background of the development of economic globalization and informatization, culture creative industry has become a new engine for national economic and social development, and it has become the important precondition of the construction of the power of socialist culture. On the basis of the development and prosperity of culture creative industry, In order to enhance cultural creative industry agglomeration effect and scale effect, Local governments are actively encourage and guide the construction and development of culture creative industry park. Among them, songzhuang culture creative industry park was identified one of the ten cultural creative industry gathering area in 2006 by Beijing government. and was also identified of national creative design and art trade function area, playing the strategic significance and economic value in Beijing and Tongzhou.Because of the historical origin, geographical factors, the cause of the development model,and the government management, Songzhuang culture creative industry park area forming a business model with simple profit elements, imperfected value network process, and the low profit pattern of industry correlation. This business model for agglomeration zone are not benefit for industrial upgrade and enhancement of the overall strength and size. And also unfavorable to undertake the development of tongzhou district "one river two group for one city" planning. At the same time, because of the cultural creative industry cluster area rise late, The study of the theory of the academic part is less, So research the business model of the songzhuang culture creative industry parkr design, not only can provide the government with a technique industry profit orientation angle of view, but also can provide a method for academic research about cultural creative industry gathering area, has certain innovation.This article will try to use the classic swot analysis methods to analyze the profitability environment of songzhuang culture creative industry park, and use the value network elements to research the profit pattern of the agglomeration and the existing problems.In the end, through the current situation, the new form of value network and the special situation of songzhuang, profit pattern design to songzhuang future development. Divided into the following specific content: first, elaborated the research background and values, study and research methods, research and innovation; Second, study the cultural and creative industries concentrated area, the industrial value network and value network theory summary business model; Third, using the swot analysis method to analyze Songzhuang profitable environment for internal and external culture creative industry cluster area; Fourth, based on the value network to Songzhuang concentrated area business model and existing problems of in-depth analysis; Fifth, design. Songzhuang culture creative industry gathering area business model.In this paper, on the basis of the analysis, giving suggestions for Songzhuang culture creative industry park of creative agriculture business model, put forward the artists art institution innovation to raise the profit pattern, the cultural enterprise e-commerce business model, government service profit pattern, and the shape overall brand business model based on the creative ecosystem. Hope can theoretically provide a reference profit pattern for the Songzhuang agglomeration zone, to overcome existing profit disadvantage, take advantage of creative industry development opportunities of Tongzhou district and Beijing, meet the challenges faced in future development, make the Songzhuang culture creative industry park become a big development and prosperity area.更多还原