基于双层价值传递结构的创意产业激励策略  

Incentive Tactic Model Based on a Double-Layer Value Transferring Structure for Creative Industry

作　　者：郑文文[1] 陈柳钦[2] 

机构地区：[1]清华大学科技与社会研究所 [2]中国能源经济研究院

出　　处：《发展研究》2013年第2期66-71,共6页Development Research

基　　金：国家自然科学基金"创意产业园区组织生态系统演进及竞争力评价模型研究"(70873018)

摘　　要：创意产业作为一种新兴的独立产业,其产业业态和产品特征与传统产业存在着明显的差别。在创意产业双层价值传递结构特征的基础上,研究了一个版权让与商和两个不同经济发展地区版权受让商的市场结构中价值激励策略问题。通过模型分析发现:如果版权让与商不采取任何价值激励措施,则版权受让商不会进行价值激励配合且市场上的消费者认可量保持不变;如果采取价值激励措施,则不但可以在有效时间内提高消费者认可度,而且可以提高版权受让商对价值激励机制的配合程度,拓展创意产品的价值增值空间,从而使版权让与商的循环收益和版权受让商的期望收益均有所提高。Many differences exist between traditional industry and the newly-emerging creative industry in terms of industrial forms and product features. Based on the double-layer value transferring structure, an incentive tactic model for one copyright assignor and two acceptors in different economic regions is established. Through analysis of the model, it is known that： if the copyright assignor never use the incentive tactic, the acceptors will not cooperate with the copyright assignor on the value incentive to consumers and consumers＇ acceptance degree will remain unchanged; if the copyright assignor selects and adopts the right incentive tactic, consumers＇ acceptance degree will increase, moreover, value-added space of creative products will be enlarged, which can benefit circulation revenue of the copyright assignor and expected revenue of two acceptors.

关 键 词：创意产业 创意产品 价值传递 激励机制 

分 类 号：F062.9[经济管理—政治经济学]