基于差异化战略的景德镇陶瓷文化创意产业商业模式研究  

Research on the Business Model of Cultural Creative Industry of Jingdezhen Ceramics Based on a Differentiation Strategy

作　　者：胡林荣[1] 毛剑峰[1] 

机构地区：[1]景德镇陶瓷学院工商学院,江西景德镇333403

出　　处：《商业经济》2012年第19期49-50,109,共3页Business & Economy

基　　金：江西省高校人文项目(GL1148;GL1233);江西省社科规划项目的阶段性研究成果(11YJ19)

摘　　要：差异化战略是企业商业模式设计的重要思路。景德镇陶瓷文化创意产业商业模式的构成要素为价值对象、价值主张、价值实现方式、核心竞争力。陶瓷文化创意产业作为文化产业中的一种,与一般企业和文化产业相比,景德镇陶瓷文化创意产业商业模式在构成要素上有其特殊性。景德镇陶瓷文化创意产业可通过产品差异化、品牌差异化等实现价值对象差异化、价值主张差异化、价值实现方式差异化、核心竞争力差异化。产品差异化可从特色差异化和质量差异化两方面来实施;品牌差异化可从品牌功能性差异化、品牌情感性差异化、品牌自我表现型差异化三个方面来实现。Differentiation strategy is a significant concept for corporate business model designing. The essence of the business model of cultural creative industry of Jingdezben ceramics includes value object, value proposition, value realization, and core competitiveness. The business model of cultural creative industry of Jingdezhen ceramics has its special features compared with ordinary businesses and the cultural industry. It realizes differentiation of the value object, value proposition, value realization, and core competitiveness from others by means of differentiation of products and brands. Differentiation of products can be achieved through differentiation of feature and quality; and differentiation of brands through differentiation of function, branding emotion and performance.

关 键 词：景德镇 陶瓷文化创意产业 商业模式 差异化战略 

分 类 号：F640[经济管理—产业经济]