基于文化保税区的闽台文化产品的O2O模式

O2O Model for Cultural Goods Based on Cultural Bonded Area between Fujian and Taiwan

当前,闽台文化产业贸易发展势头强劲,但也存在着两岸文化产业发展层级落差大、文化市场进入壁垒高、传统贸易模式消费者体验差、文化产业价值链整合松散等问题。基于文化保税区的闽台文化产品O2O模式,以文化要素引入、创意设计、文化传播、文化体验、定制生产、交易平台服务、保税通关、价值延伸服务为主要价值环节对产业价值链进行重组,以O2O电子商务子平台、O2O企业商务子平台和O2O公共服务子平台为基本框架,可有效解决现存问题。采取建立两岸文化协商制度,降低两岸文化市场准入门槛;开辟形式多样的文化体验项目,从不同层面加强供需双向交流;完善入区文化保税产业链,拓展潜在价值增值空间;以文化保税区为体验窗口,提升台湾本岛文化市场的服务能力等策略,可有效保障O2O模式预期效用的实现。

The cultural industry trade between Fujian and Taiwan is thriving, but there is imbalanced development between the cultural industries, high entry barriers, poor consumer experience in traditional deals, and loose industry value-chain to be integrated. An O2O （online-to-offline） model based on the Cultural Bonded Area is therefore proposed to improve the industry added-value which involves the primary value factors such as creative design, cultural diffusion, cultural experience, custom manufacturing, trading platform service, bonded clearance, value expanding service. A grand frame composed of O2O e-commerce platform, O2O enterprise business platform, O2O public service platform will be constructed. It is further proposed that authority concerned establish cultural consult mechanism across Strait, lower barriers to entry, promote miscellaneous cultural experience projects, diversify the supply and demand channels, expand the potential value increase by improving the bonded industry chain, and promote the service capability of Taiwan cultural market through the cultural bonded area as an experience window. All this will help insure the realization of the expected function of the O2O mode.