场景赋能影视IP价值创造机理及实现路径研究  

Mechanism and Pathways for Scene Empowerment in Film and Television IP Value Creation

作　　者：宋琪[1] 周洢如 Song Qi;Zhou Yi-ru

机构地区：[1]西安建筑科技大学公共管理学院,陕西西安710311

出　　处：《生产力研究》2025年第4期13-20,F0003,共9页Productivity Research

基　　金：国家自然科学基金面上项目“AIGC参与下知识创新驱动数字创意企业高质量内容生成的机理及影响效应研究”(72474170);陕西省社科界重大理论与现实问题研究联合项目“陕西省影视IP价值创造机制及提升路径研究”(Z20220524)。

摘　　要：提取影视IP元素营造场景,实现影视旅游深度融合,已成为发展文旅新质生产力的重要途径。文章选取典型案例,遵循“价值主张-价值创造主体-价值创造过程”关系,运用扎根理论,探究基于场景的影视IP价值创造机理,尝试构建场景驱动的价值创造模型,提炼价值实现路径。研究发现:第一,场景能够为游客提供沉浸式体验,创新价值主张;场景能够生成服务生态系统,使得价值创造主体多元化;基于场景链接能力实现异质资源的“连接-互动-资源整合-重构”,创新价值创造过程。第二,通过场景形成产业升级和地域特色,地方政府实现经济价值、社会价值及品牌价值;形成商业模式创新,企业实现经济价值和社会价值;形成情感共鸣及社群,游客实现体验价值。Extracting elements from film and television IPs to create immersive scenes and achieve deep integration of film tourism has become a vital approach to developing new quality cultural tourism productivity.Selecting typical cases and following the "value proposition-value creation actors-value creation process" frame work,this study employs grounded theory to explore the mechanism of scene-driven IP value creation.It constructs a scene-driven value creation model and identifies implementation path ways.Key findings include:(1)Scenes provide tourists with immersive experiences,innovating value propositions;scenes generate service ecosystems,diversifying value creation actors;and scene-linking capabilities enable "connection-interaction-resource integration-reconfiguration" ofheterogeneous resources,innovating the value creation process.(2)Through scenes,industrial upgrades and regional characteristics emerge:local governments achieve economic,social,and brand value;enterprises realize economic and social value through business model innovation;and tourists gain experiential value through emotional resonance and community engagement.

关 键 词：影视旅游 场景 影视IP 价值创造 价值实现 

分 类 号：G124[文化科学] J941.1[艺术—电影电视艺术]