【作者】 黄杰；

【导师】 李南；

【作者基本信息】 南京航空航天大学 ， 管理科学与工程， 2018， 硕士

【摘要】 知识经济时代背景下,创意产业作为符合时代需求的新兴产业,已经成为中国经济发展新时期背景下的新引擎之一。而其中重要组成部分动漫产业更是在2013年之后,迎来了爆发式地增长。随着UGC(用户创造内容)稳定输出产品创意,动漫产业已然进入高速发展的“快车道”。然而不同于实体经济产品有形价值的保障性,动漫创意产品能否成功完成产品扩散将直接决定价值能否实现,进而影响动漫产业的发展。因此,在复杂的市场环境下,探寻中国UGC动漫创意产品的扩散影响因素,掌握影响因素的作用方式,是避免动漫产业盲目投资,低效发展的重要途径。首先,本文在回顾产品扩散、知识扩散相关领域研究文献的基础上,结合用户创新的特征,概括创意扩散的基本界限,并从理论层面上分析用户创意产品扩散的影响因素,将影响因素归结于竞争者与消费者两个不同群体,为研究框架提供了理论支撑。其次,UGC动漫创意产品属于典型的“耐用消费品”,我们在经典Bass模型的基础上考虑了时间滞后性与市场同类产品的竞争性,搭建修正的模型以进行仿真实验。用创意产品扩散的“热岛效应”与“疲劳效应”对实验结果进行合理地解读。再次,对消费者层面的影响因素进行探究。以小世界模型为仿真网络环境,对消费者效用变化的随机阈值模型进行仿真实验。根据仿真结果,我们得到五个方面的结论:共性因素正向平稳反馈、个性因素形成消费者隐性群体、衍生产品负向敏感、个体社交网络主导扩散、传媒网效用递减。最后,通过现实案例对仿真结果所表现的现象进行验证,同时指出本文研究的局限性与未来展望,为中国UGC动漫创意产品的生产企业提供建议。更多还原

【Abstract】 Under the background of knowledge economy,creative industry,as a new industry that meets the needs of the times,has become one of the new engines in the new era of China’s economic development.The important component of the new engine,the animation industry,is after 2013,ushered in explosive growth.With the UGC(users create content)stable output of animation products,animation industry has entered the rapid development of the "fast lane"".However,unlike the protection of tangible value of tangible economic products,the success of animation products can directly determine whether the value can be realized,and then affect the development of the animation industry.Therefore,in the complex market environment,it is an important way to avoid the blind investment and inefficient development of the animation industry by exploring the influencing factors of the diffusion of Chinese UGC animation creative products and mastering the way of influencing factors.The market diffusion of UGC animation products can be regarded as the basic composition of "user innovation + creative industry + product diffusion".So,first of all,based on the review of product diffusion,the diffusion of knowledge in related fields of research literature,combined with the characteristics of user innovation,summarized basic boundaries of creative diffusion,and the influencing factors from the theoretical analysis of user creative product diffusion.And the impact factor is attributed to two different groups of competitors and consumers,which provides theoretical support for the research framework.Secondly,UGC animation and creative products belong to the typical "consumer durable goods",we consider the time lag and competitive market similar products based on the classical Bass model,build a modified model for simulation experiment.The "heat island effect" and "fatigue effect" of the diffusion of creative products are used to interpret the experimental results reasonably.Then,the influence factors of the consumer level are explored.Using questionnaire survey and fuzzy social network analysis method,this paper is divided into two categories: common factors and personality factors,which provides practical significance for the establishment of random threshold model.Based on the small world model for the simulation of the network environment,stochastic threshold model on consumer utility of simulation,by changing the model parameters,discuss the common factors,personality factors,such as social networks for animation and creative product diffusion.According to the simulation results,we get five conclusions: the common factors of positive feedback,stable personality factors forming groups,consumer implicit derivatives negative sensitive,individual social network,network media dominant diffusion diminishing utility.Finally,verified by the simulation results on the real case the phenomenon,and points out the limitations of this study and the outlook for the future and provide suggestions for promoting product diffusion China UGC animation creative products manufacturing enterprises.更多还原