Research On The Innovation Strategy Of Chinese Network Culture Industry

Innovation has been the theme of the modern times,while innovation is regarded as the driving force of network culture industry.However,during the rapid development the innovation capability of Chinese network culture industry has been questioned.Under the uncertain background of domestic and international environmental factors,it is is a very important topic that How to innovate for Chinese network culture industry.A cross disciplinary study is conducted in this dissertation,focusing on the innovation of the network culture industry,based on the theory of industrial innovation,cultural industry theory,strategic management theory and communication theory.The main contents and conclusions of the study are as follows:(1)comparing Chinese and foreign cultural industry innovation(2)studying on the internal conditions and external environment of China's network culture industry.(3)studying on the main structure of the network culture industry in our country,and putting forward the optimized path of the innovation of the network culture industry from the individual innovation to the network innovation.(4)studying on the main content of industrial innovation,putting forward that the market innovation ability is the core competence and advantage of the Chinese network culture industry in our country,and studying on the market innovation and product innovation as the key innovation field.(5)the optimization model of Chinese cultural industry innovation is leading strategy of self-dependent innovation putting market innovation as the core.The innovation of network culture industry should highlight the core position of market innovation,and give full play to the leading role of the network culture industry.(6)proposing the guarantee and incentive measures from the perspective of industrial system innovation.The main innovations of this dissertation are as follows:(1)putting forward the "market innovation ability" is the core competence of Chinese network culture industry based on the innovation theory of Joseph Alois Schumpeter,combined with industry practice.The main areas of innovation of Chinese network culture industry is market innovation and product innovation,putting market innovation as the core.Chinese network culture industry should follow the path of incremental innovation "market innovation-product Innovation-new market innovation".This dissertation constructs the reverse cycle model of network culture industry,and analyzes the interactive relationship between market innovation and product innovation.(2)putting forward that innovation subjectes of Chinese network culture industry should be from the individual innovation to network innovation;Establishing six elements of bilayer concept model industry innovation subject:enterprises,venture capital institutions and user in the core layer,while universities and research institutions,intermediary organization and government in the peripheral layer).Chinese network culture industry should attach great importance to the venture capital institutions as the main body of innovation.(3)putting forward the optimization model of Chinese cultural industry innovation: leading strategy of self-dependent innovation putting market innovation as the core.The connotation of leading strategy of self-dependent innovation is mainly as follows: putting market innovation as the core,at the same time focusing on product innovation;highlighting importance of self-dependent innovation to master the initiative of industrial innovation;playing a leading role to develop together with related industries;Cooperative innovation is the preferred mode of industrial innovation.