文化创意产品市场竞争中的创新思维  

Innovative Thinking in Market Competition of Cultural and Creative Products

作　　者：章俊杰[1] 叶菲 ZHANG Junjie;YE Fei(China Academy of Art,Hangzhou 310000,China)

机构地区：[1]中国美术学院,杭州310000

出　　处：《工业工程设计》2023年第5期13-18,共6页INDUSTRIAL&ENGINEERING DESIGN

基　　金：中国设计智造协同创新模式研究(20ZD09);提升文化品牌竞争力的“新文创-IP”产品策略(23DY13)。

摘　　要：研究日趋激烈的文创产品竞争下,文化创意产品竞争者如何采取创新性举措,在新文创时代生存。把市场营销学的有关观点与文创产业和设计学打通,从市场竞争层面切入文创产品创新的综合策略。结合文创行业呈现出的设计开发难度大、多变、周期长的竞争面貌,剖析了有关行业竞争的实质,从企业竞争、文化构建、消费者价值几个角度分析产品创新的基础。抓住学科交叉突破、IP构建突破、新技术驱动形式突破作为在新时代新文创语境下,市场创新的突破口。提出强体验、差异化、虚拟性、品牌力四种文创市场竞争的创新思路和通过定性分析,把握原理,整理创新的思路。尤其面向当代文创的发展,结合数字化场景、整合营销理念,给出系统框架式的要素分析。为参与在文化创意行业市场的包括企业、品牌、设计师等经营主体,提出一种更有竞争力的创新模式。The work aims to explore the ways that competitors in the increasingly fierce market for cultural and creative products adopt innovative approaches to survive in the new era of cultural creativity.By integrating perspectives from marketing theories with those from the cultural and creative industries and design studies,a comprehensive strategy for product innovation from the standpoint of market competition was presented.Given the complex,volatile,and long-cycle nature of competition in the cultural and creative theories,the essence of industry competition was discussed and the foundations of product innovation were analyzed from multiple angles,including corporate competition,cultural construction,and consumer value.Interdisciplinary breakthroughs,IP development,and new technology-driven formats were identified as pivotal points for market innovation in the new cultural and creative context.Four innovative approaches to competition in the cultural and creative market,namely,enhanced user experience,differentiation,virtuality,and brand power,were proposed.Through qualitative analysis,the underlying principles and the innovative thinking were elucidated.Particularly with respect to the contemporary development of the cultural and creative sector,a systemic framework that integrates digital scenarios and marketing concepts was proposed.This provides enterprises,brands,designers,and other market players in the cultural and creative industry with a more competitive innovation model.

关 键 词：文化创意产品 市场竞争 设计 思维 

分 类 号：J524[艺术—艺术设计]