民族文化旅游创意产业商业开发模式研究——以凤凰古城为例  

On commercial industry development model study of ethnic culture tourism creative industry——A case study of Phoenix Old City

作　　者：秦其文[1] 王兆峰[2] 雷丽蓉[1] 

机构地区：[1]怀化学院湘西经济研究所 [2]吉首大学商学院

出　　处：《旅游研究》2010年第1期40-47,共8页Tourism Research

基　　金：国家社会科学基金项目"湘鄂渝黔边民族地区文化创意产业研究"(08BMZ044);湖南社会科学基金重大委托项目"湖南旅游产业转型与结构升级优化研究"(07WTA02);湖南省高校科技创新团队支持计划项目

摘　　要：文化旅游创意产业商业运作模式同一般产业商业模式相比,具有商业模式的依托性、价值网络性、风险性、运作高要求性等特点。营造商业模式发展环境、产品定位与开发、产业品牌营销、市场化产业运营、产业链延伸、产业集群构建等策略乃凤凰古城民族文化旅游创意产业的有效商业模式。凤凰古城文化旅游创意产业商业模式的成功经验对我国其他民族地区营造商业模式发展的外部环境、立足民族文化创意挖掘商业模式价值源泉、不断创新产业价值实现模式、实现商业模式价值延伸和发展文化旅游创意产业具有很强的借鉴意义。Compared with commercial industry of the ordinary industry, ethnic culture tourism creative industry has the characteristics of the reliance of commercial model, value networks, risk, high demand of operation, etc. The strategies such as establishing the development environment of commercial model, the orientation of products and development, the industry brand marketing, market industry operation, industrial chain extension, the construction of industrial clusters are the effective commercial models of ethnic culture tourism creative industry of Phoenix Old City. The successful experience of the commercial models of ethnic culture tourism creative industry of Phoenix Old City has a strong referential significance to external environ- ment of constructing commercial model development in other ethnic areas of our country, exploring the source of commercia/ model value based on ethnic culture tourism creation, innovating the realization model of industrial value, and realizing the val- ue extension of commercial model and developing culture tourism creative industry.

关 键 词：湘西凤凰 民族文化旅游 创意产业 商业模式 

分 类 号：F592.7[经济管理—旅游管理]