文化创意产业赢利模式初探

Profit Model of Cultural and Creative Industry

文化创意产业实现利润目标的关键是赢利模式的恰当选择和合理运用。通过对美国、英国文化创意产业发展状况的调查分析,并结合我国文化创意的产业现状,提出了文化创意产业赢利模式的选择原则。认为文化创意产业在选择赢利模式时应把握消费者需求至上原则,并注意文化内容的原创性,大力拓展和发展文化创意产业销售渠道。赢利模式在运用中的关键是与当地资源、经济、社会和组织环境融合,重要的是必须进一步提升执行力。

The key to the profit realization of cultural and creative industry is to properly choose and use the model of prof- it. The selection principles of profit model of cultural and creative industry are proposed, based on the investigation and a- nalysis of cultural and creative industry in the United States and the United Kingdom together with status in China. The prin- ciples of choosing a profit model include the demand first and the originality of cultural content, promotion and development of the sales channels of cultural creative industry. In the employment of the model of profit, it is important to enhance the ability of execution through combining the local environments such as resources, economy, society and organization.