动漫创作主体商业模式创新路径选择——基于轨道创新理论

The Business Model Innovation Path Selection of Animation Creation Mainbody:Based on the Theory of Trajectory Innovation

(1)系统回顾和梳理动漫产业发展历程中主要的技术轨道和市场轨道范式,阐释存在于两种轨道之间交互促进的轨道跃迁演化规律;指出粗放式引进和模仿美、日动漫作品开发的技术和市场范式,容易致使企业对作品开发的资金投入无法聚焦于核心动漫体验价值的创新上,使得动漫创意资源无法延续其盈利的市场生命周期,最终导致企业无法累积先期创意成果而步入"越创作越不盈利的怪圈"。(2)借鉴战略管理理论学界近年热衷研讨的"商业模式"概念进行概念情境移植,定义动漫创作主体商业模式具体内涵、要素构成和实践意义。(3)结合商业模式概念与轨道创新理论,面向我国小微动漫创作主体提出系统地、可操作的商业模式创新路径选择策略。

This paper systematically analyzes the technological trajectory paradigm and the market trajectory paradigm in the development history of animation works,and explains the dynamic evolutionary laws of trajectory transition between these two paradigms. We suggest that the introduction,imitation and catching up with the animation works development models of US or Japan often lead investment of resources to technologies upgrading and market expansion,not focus on content creation of animation works. Such practice will lead to a unique value experience cannot be delivered to the target customers,eventually leading to the creative resources of animation have been unable to guarantee itself long- term profitability. Many companies cannot accumulate their own earlier creative achievement and sink into a circle of ＂the more creation,but the less profitable＂. Through explaining the content,elements of composition,and practical significance of business models which is selected by animation creation authors,this paper proposes a systematic and workable business model innovation path selection policy based on the theory of trajectory innovation.