UGC模式下创意扩散效率影响研究

Diffusion Speed Affection of Creation Production Under the Mode of UGC

"互联网+"趋势下,创意不再单单是专业人士的"特权",近年来在中国爆发的"IP热"其创意源更多地表现为用户创造内容(UGC)。UGC主导的创意产品模式下,信息交互的双向性一定程度降低了风险系数,但创意产品依旧需要经由市场的检验,创意产品扩散影响因素将决定着产品价值的实现。本文从生产者和消费者两类扩散主体的视角分别进行研究,借助经典的Bass扩散模型,考虑生产领域模仿者的采纳滞后性和市场竞争度,建立改进模型,消费者层面以微观视角为切入点,对随机阈值模型进行改进,运用MATLAB的模拟仿真实验,探索UGC创意产品的市场扩散影响因素,为政府监督创意产业健康发展和创意企业的市场预测和决策提供参考。

In the＂ Internet ＋＂ trend, the idea is no longer just the＂ privilege＂ of professionals. The outbreak of the＂ IP＂ in China in recent years rooted in user-generated content （UGC）. High risk and high reward coexist in the traditional creative industry commercialization process. The key to achieving business value depends on the efficiency of creative spread. Under UGC leading creative product mode, information＇s two-way interaction to a certain extent reduces the risk factor, but creative products still need be tested by the market, and creative product diffusion factors will determine the implementation of product value. From the perspective of producers o types of diffusion subject, respectively, with the classic Bass diffusion model, the paper considers imitator＇s adoptation lag and degree of maket competition in the production field, and establishes an improved model ; it takes micro angle in con- sumer level as the breakthrough point, to improve the random threshold model. The paper uses MATLAB simulation experiment to ex- plore the diffusion factors of UGC creative product market. The study provids the reference for the government supervision and healthy development of the creative industries and creative enterprise market forecast and decision-making.