Research On Co-Creation Of Cultural Creative Products Based On Value Growth Mechanism

Against the background of economic globalization and international competition,cultural creative industries have become an important symbol in measuring the strength of a country.China also considers the cultural creative industry to be a strategic emerging industry that needs strong support and development.In order to meet the increasing demand of the consumer market,various tangible and intangible cultural creative goods need to become increasingly diversified.Furthermore,the development of media technology and political economy makes the cultural connotation of product value and mining one of the most interesting research problems.In the continuously c hanging environment of new information technology and consumer requirement,there is a need to find a method to excavate the dominant value and intrinsic value of cultural creative products.There is also a need to determine the influencing factors and key value-added factors and to coordinate the relationship and function of cultural creative products in relation to personnel and value creation.All these considerations pose new challenges to the research of traditional cultural creative products' value promotion management.The purpose of this study is to examine the value structure and level of creative products from the co-management of the growth of cultural creative products.It also aims to explore the value-added mechanism by analyzing the value-added model of creative products.By constructing the non-cooperative game model between the cultural creative design enterprises and the sale s enterprises,the optimal value decision of the two sides in the game equilibrium is determined.Through the cooperative game model,the respective value contribution and income distribution of the cultural creative design enterprise s and the sales are analyzed.Empirical research is conducted to test the formation of the main competitiveness and the cooperative transmission mechanism by enterprises related to cultural creative products.The empirical test aims to extract the value of internal and external factors of value-added creative products and the value-added features,thus revealing the evolution of value addition and their unique value added dimension to explore the intervention point and implement a management optimization strategy that focuses on creative product value creation.It is hoped that this study provides a theoretical basis for the commercial practice management of cultural creative products and a scientific and practical guidance to help improve the creativity of such products and their organizational performance.Research contents and results:First,the basic theory of cultural creative products based on the value chain and on the various methods of adding value are analyzed.The influencing factors of the value of cultural creative products include the external environmental value system and the internal value chain system,and the value of cultural creative products are realized through four ways(terminal consumer cooperation,design creation,production cooperation and channel cooperation).Value-added systems of cultural creative products include the external environmental value system(government policy planning,level of technological development,macroeconomic situation and the public's perception,etc.);the internal value chain system(production and R&D aspects of upstream suppliers,strategic alliance competition and cooperation,cultural creative enterprises that produce and supply cultural creative products,marketing channels to reach the consumers' system);and the terminal customer value systems(individual consumers,households,and industrial organization customers that accept cultur al creative products or services).As per the analysis of influential factors,product value based on value growth can be created in four ways: terminal customer cooperation,design reconstruction,production cooperation,and channel cooperation.Second,a cooperative game model is constructed for the subjects related to cultural creative products during the process of value creation.There exists a cooperative game relationship between value-added subjects such as government regulators,cultural creative enterprises,and customers.Based on the value creation between the design enterprises and the distribution enterprises in the cultural creative product value chain,the Nash game model and the Stackelberg game model between the design enterprises and the distribution enterprises under the non-cooperative game are established,and the equilibrium solution is analyzed.The cooperative game model of two kinds of enterprises is established.Through the solution of the optimal profit under the cooperative game,the paper analyzes the value co-creation effect of non-cooperative and cooperative game.The results show that under the non-cooperative competition game,when the game equilibrium is reached,the value investment of the enterprises with value increment is higher under the Stackelberg game than the Nash game,and their optimal value of investment is to achieve their own profit to maximiz ation.Although value-added is achieved by each agent,it isn't the value co-creation of the overall value chain.In the cooperative game mode,the cultural creative product design enterprises and distribution enterprises can achieve total profit increase of the value chain system.Moreover,compared to the Nash non-cooperative game,although the value investment of related agents increase,the total income also increased in cooperative game mode.Compared to Stackelberg non-cooperative game,the value investment of the agents is not balanced in cooperative game.Though value co-creation and profit incensement are achieved,profits of each agent is not necessarily the best compared to non-cooperative competition game due to the value investment differences of the two sides.Third,empirical study is used to analyze the influential factors of value co-creation of cultural creative products which are supplied by enterprises and customer-oriented.Functions of enterprises and customers during the process of value addition to the cultural creative products are analyzed;the influential factors are then analyzed to determine the key factor.The research also puts forward the hypothesis that how value supplement of enterprises and consumer orientation influence value co-creation effect,and obtain the empirical result through the empirical method such as questionnaire survey and reliability and validity test.The research's empirical results show that: 1)The influence of value supply on value co-creation performance show that,the cultural creative organization function value does not have significant positive impact on the total value;experiential value have a significant positive effect on value co-creation performance;information value does not have a significant positive impact on value co-creation performance.2)The impact of value supply on consumer value perception and value appreciation show that,the function value,experiential value,and information value have a significant positive impact on customer perceived value.3)The impact of consumer value perception on value co-creation performance show that,consumer value perception has a significant positive impact on the joint plan making,joint problem resolution and the joint value co-creation implementation.This research has great theoretical and practical significance.Theoretically,this paper analyzes subjects related to creative product enhancement and co-creation,explores the value resource integration and interaction mechanism between subjects,clarifies the path to co-create value,and establishes an optimal way of value co-creation management.Thus,this research has important implications for enriching the value formation and creation theory of creative products.Practically,as seen from the two-way perspective of consumer demand and production,the research collects data via creative product development and impregnates the creative industries with value management theory and thought.This is done to analyze the problems related to creative products and value creation management.Thus,this should help creative enterprises establish value promotion strategies in line with market competition and help improve the competitiveness of China's creative industry by optimizing the structure of product value,a significant contribution.The innovations of this research and academic contributions are as follows.First,the research put the value growth and value creation mechanism of cultural creative products into the value chain theory system,and put forward several dimensions of the growth of cultural creative products(cultural value,artistic value,economic value and social value).The research also builds the overall framework model of cultural creative products from the perspective of value growth to describe mechanism of value growth and value creation of cultural creative products,which is of innovative in research perspective.Second,according to the characteristic of co-opetition of cultural creative products' value co-creation,it constructs the co-opetition game model between creative design enterprises and sales enterprises based on the method of game theory,and examines the influence of the cooperative game relationship between the main subjects related to cultural creative products on the profit promotion of the whole profit co-creation system,which reveals the value creation mechanism of the cultural creative products based on the cooperation-competition relationship,and continuously promotes the value creation of cultural creative products,which is of innovative in research content.Lastly,from the perspective of the strong role of consumers,one of the agents in the co-creation of value of cultural creative products,it builds an enterprises-customers oriented value co-constructive model for the cultural creative products using empirical methods.Using the empirical model,it tests the impact of related agents on the value of cultural creative products,especially the mechanism of how oriented customers affect the value innovation of cultural creative enterprises.It also expands the research content of value co-creation of cultural creative products,which is of innovative in research content.