Study On The Dynamic Mechanism And Its Self-organizing Innovation Model Of Creative Industries' Convergence Growth

In1998the concept of "Creative Industries" was first put forward in "Creative Industries Mapping Document", which was presented by UK DCMS "Working Group on Creative Industries (the Creative Industries Task Force)". Although it has been only more than ten years since this new concept gave its birth, actually it has multi connections with Digital Industry, Internet Industry, Telecommunication and Media Industry. In fact, even before this new concept was appeared, many experts and scholars of the Information and Media field had predicted that the future development trends of creative goods, such as book, music and movie would be digitalized, networking and convergent and its changes and innovations of relative enterprise's organizational model and its business model.Recently with the apparently convergent trends of Creative Industries, different innovative products are coming forth, such as IPTV, digital film, digital publishing, mobile phone ring tone and web video and relative enterprises are growing so quickly. Traditional creative industries, such as literature, music, broadcasting and publishing are converging with tablet computer and smart phone and different personal digital terminals in virtue of Internet ands Mobile net. At the same time user, supplier and even the amateur are involving in the design&production link of creative products. Creative Industries are showing diversified product forms, various organizational forms and colorful industrial shapes.Therefore, the quick growth of Creative Industries is under the prerequisite of industry convergence and culture convergence, and connecting closely with technology convergence, information society and new economy and etc. After the development of industrial economy, digital economy and network economy, the Creative Industries which has the core of creativity and innovation, will be the dominant industrial form in the21st century.In view of the theme of Creative Industries'convergence growth under the background of digitalization, networking and convergence, the paper discussed the dynamic mechanism pushing the Creative Industries'convergence growth and its self-organizing innovation model. At first, as for the dynamic mechanism of pushing its convergence growth, the paper takes the origins of System theory, Self-organization theory and Synergetics, uses the methods of environmental analysis and System Dynamics, explores the dynamic origins, dynamic structure and its effects under the self-organizational and hetero-organizational evolutions, and simulates its dynamic action of Creative Industries' convergence with Internet information industry and shows the two totally different growth trends of Creative Industries' convergence trends on the Internet background.Then based on the previous findings that the dynamic effects based on the hetero-organizational evolution can't guarantee the Creative Industries' convergence growth, the paper continues to discuss the self-organizational innovation models of Creative Industries' convergence growth through the product innovation, organizational innovation and business model innovation using the innovation theory, and anticipate the present development stage of Chinese E-book industry using Logistic growth model and takes the example of Kindle E-book success of Amazon's convergence with publishing industry and got some implications. The main contents of this paper are as follows:Firstly, the basic concepts of creative industries' convergence growths' defined. After clarifying the relevant concepts and categories of Creative Industries, the paper introduces the concept of Creative Industries' Convergence Growth. After summing up the existing researches about industry convergence, culture convergence, industry growth theory and innovation theory, the paper advanced the feasibility of this research.Secondly, the macro and micro environments of creative industries' convergence growth're discussed. Through the PEST analysis, the result shows that the system of creative industry convergence growth is made up of different elements, such as culture, technology, talent, enterprise, market and institution and has the features of dynamics and openness, in which different elements compete and co-operate each other and push the further development of creative industries. Through the SWOT analysis, it finds that with the penetration and development of information industry, such as Internet and mobile telecom, creative talent, creative product and creative market show the trends of convergence growth. Creative Industries growth connects with convergence, innovation and dynamics. These three elements influence and drive each other. The chances and challenges of creative industries' growth taken by convergence are also discussedThirdly, based on the self-organization and hetero-organization evolutions, the dynamic mechanisms of creative industries convergence growth are analyzed. The driver forces from five aspects and driver structure of creative industries' convergence growth are clarified and concluded. The research finds that creative talent and creative enterprise can realize the self-organizational production and transmission of creative product through creative platform, and push the convergence growth of creative industries through network effect, long-tail effect, synergy effect and co-opetition effect. The research also finds that the relative fiscal and monetary policies of the government will have the incentive effect in the short run, but for the lag effect some measures such as deregulation and strengthen the protection of IP can't safeguard the convergence growth of creative industries, and sometimes even hinder its growth in the long run. It's the inner power origins that shape the creative industries'convergence growth a self-organizational innovation form.Fourthly, using the system dynamics method, the SD models of Creative Industries' Convergence Growth with Internet Industry are established, the system flow charts are built after clarifying the positive and negative feedbacks. The research finds that online video industry self-organizationally grows up under the influence of basic and inner drivers. When the positive feedback dominants, the video industry shows the exponential growth trend, and when the negative feedback dominants, it presents the diminishing growth trend.Fifthly, the self-organizational innovation models of Creative Industries Convergence Growth are analyzed systematically. The research finds that the creative product's innovation is not only showed as technical innovation, but more as content innovation and design innovation. Based on the different origins of self-organizational drivers, the three types of self-organizational innovation model include creativity crowdsourcing model driven by the mass, modular convergence model driven by the enterprise and user innovation model driven by the demand. Network organization structure and centralized organization structure make the self-organizational innovation possible. In the end the business model innovation can effectively guarantee the proceeds of the creative products and convergence growth of creative industries.Sixthly, the growth of electronic publishing industry and the explanatory case study of Amazon's convergence growth through Kindle e-book are also discussed in details. Using Logistic Growth Model, it shows that China's electronic publishing industry has developed into the2" development stage, i.e. user growth accelerated stage. According to the case study of Amazon's convergence growth, some implications are as follows, the success of Kindle e-book is not only the technological innovation, but also the design innovation and content innovation, is a kind of convergence innovation. This kind of product convergence innovation is a "device+platfonn+content" modular convergence model. The kindle direct publishing platform makes the self-organizational electronical publishing possible. And Internet platform enterprise's becoming the new publishing agent, the agents of electronical publishing are tending to be diversified.This study's main innovation points are as follows,(1) Theme orientation innovation. The paper introduces the two core concepts of Creative Industries'Convergence Growth and Self-organizational Innovation Model. The forward of the concept of Creative industries'convergence growth is based on the convergent trend and high-growth characteristics of creative industries'growth on the background of technology convergence, IT society and new economy; whereas, the forward of the concept of self-organizational innovation model is based on the two preconditions: one is the behaviors of creative individuals and creative enterprises realize the technology innovation, content innovation and design innovation by virtue of creative network self-organizationally; the other is as the hetero-organizational agent, government can't guarantee the proceedings of creative products for the policy's lag effect.(2) Framework analysis innovation. Using vertical analysis method, the background, the origins and developments of the concept of creative industries'convergence growth are discussed; using horizontal analysis the dynamic mechanism of industry growth and innovation model's relative researches are concluded and analyzed, using the progressive method, based on the self-organization theory the dynamic mechanism of creative Industries'convergence growth are debated. On the basis of these analyses, the paper discusses the self-organizational innovation model through self-organizational innovation's type, realization and guarantee from the three layers of product innovation model, organization innovation model and business model innovation.(3) Method application innovation. Using the method of System Dynamics, the casual loops and system flowchart of Creative Industries'convergence growth with Internet Information Industry are established. Through the simulation of network video industry's growth, the result shows that under the effect of basic&endogenous drivers, the network video industry shows two totally different exponential growth and continually diminishing trends. Using Logistic Growth Function, the growth stage and development prospect of China's e-book industry are analyzed and predicted. After constructing the self-organizational innovation model of Creative Indutries' convergence growth, using explanatory case study method, the paper analyzes the self-organizational innovation characteristics of Amazon's convergence growth through Kindle e-book and gets some implications.