Research On Construction Of Art Licensing Industry Chain

The new economy era with knowledge as core competitiveness is coming, and the creative industry develops rapidly in the world. The organic integration of scientific and technological innovation and cultural creativity is viewed as double engines of the economic growth. Art licensing industry as a typical example, reflects directly the core nature of creative industry, which is the development and the protection of intellectual property. The research of art licensing has enormous economic and social significance, such as expanding the express space and the value space, finding an living path for traditional manufacturing industry; enhancing the consumers' sense of happiness. Therefore, the formation and perfection of art licensing industry chain and add-value of art licensing can change the mode of economic growth and develop effectively the new innovation economy.The research of this thesis is based on the creative industry. From the strategic height of whole industrial chain construction, it is dedicated to discuss how to cooperate each other between government department and relevant enterprises, according to realize not only the enterprise's own self-value increment but also the continual development for the whole art licensing industry. The innovation of the thesis is that the art licensing industry chain was systematically analyzed from the angle of the industry.Some kinds of relevant theories and knowledge such as value chain, supply chain, industry chain, core competitiveness and diamond theory are applied in the integrated study and from which to embark on construction research from some respective aspects to analyze the art licensing industry chain. Firstly, the thesis does the analysis of the development of art licensing industry in China and development issues. Secondly, the elements of art licensing industry were analyzed to clarify the core business from every element. On the basis of the principle of business operation and the construction of art licensing industry, from the point of supply chain and value chain, the research clarifies that the industry chain integrates resources between the elements, and then forms the strategic alliance system to earn the value increment and proper value distribution under the principle of competition and cooperation in art licensing industry. Finally, the thesis analyzes the business value chain of artkey Art Licensing Center which plays the role of the licensor as the core business by means of empirical analysis, and carries on analyzing how to make effect to the art licensing industry through an analysis of the core element's business value chain. Furthermore, the research puts forward to some improvements on policy level, capital and economic dimensions.