On The Creativity Diffusion Of Creative Industrial Cluster

As a main approach to develop creative industry, creative industrial clusters are significant to urban industrial structure, urban competitiveness and cultural environment. Nowadays, many famous metropolises consider creative industry as a new driving force of urban development. Native cities such as Beijing and Shanghai, have invested huge money in constructing creative industrial parks. Furthermore, numerous studies have emerged in the literature, which emphasize on the developing method, network structure of creative industrial cluster. Among these studies, the core issue being investigated is "Why does creative industry emerge and how to develop this industry". Most of these studies seek to solve this problem by virtue of traditional industrial organization theory, which is a general method of industrial study. While the traditional research paradigm focuses on the macro level of creative industrial cluster, this paper seeks to discuss the core issue from the micro level "creativity diffusion". It considers "creativity diffusion" as the basis of any creative activities and the foundation of creative industrial cluster. It argues that "without diffusion, there will not be creative industrial, neither creative industrial cluster".Based on the innovation diffusion theory and communication theory, this paper discusses the issue of creativity diffusion. It can be divided into seven parts. Part one gives a brief introduction to Rogers' innovation diffusion theory and defines the concept of creativity and creativity diffusion. It divides the process of creativity diffusion into product diffusion and knowledge diffusion. Part two concludes the dynamics of creativity diffusion from interior motivation and exterior motivation and it analyzes the product characteristics and knowledge characteristics of creativity diffusion. Based on Rogers' theory, part three describes the micro process of creativity diffusion by four elements, which are the emergence and commercialization of creativity, diffusion channel, diffusion network and creativity adopters, time dimension. Results show that mass media channel is efficient in creativity diffusion and "Vogue leader" contributes most to creativity diffusion among all five kinds of adopters. Part four discusses the influential factors of product diffusion and knowledge diffusion based on the Teece's knowledge transfer model and Rogers' theory. Part five investigates the effects of creativity diffusion to urban development. And part six studies two cases about product diffusion and knowledge diffusion. Finally, part seven proposes several suggestions to both creative industrial and local government, including locating vogue leaders, constructing creative city, etc.