The Sustainable Innovation Capability Of Cultural Industries

From the last decade of late century, the Internet-driven information industry booms and influences other industries quickly, bringing fundamental changes in morphology and structure of the whole economy. The changes means that the knowledge economy era is coming, and that the intellectual resource of the human is becoming the main driving force of the economical and social development in the future. With the tide of crashes between knowledge and information, the cultural industry is drawing more attention all over the word. The cultural industry is an important part of knowledge economy, representing the direction and trend of development of knowledge economy. Cultural industry lies in the excavation and exertion of human wisdom, and this innovative breakthrough of self-framework and overrun of self-restraint in the development process is continuous innovation. Therefore, continuous innovation is the core competitiveness of the cultural industry. This paper discusses this topic in the following four chapters.The first chapter reviews the origin and development of the innovation theory.Research in the innovation indicators indicates that the more innovative capability for the area, the more prospect for the cultural industry. On this basis, the paper sums up three major content of the continue innovation for the cultural industry.The second chapter analyzes several cases and addresses three big problems faced by sustainable innovation of cultural industry, namely, keeping fresh(from competitive pressure), imitation(from the principle of benefit decreases), cost(from the risk). The solution to those problems will be related to the intensity and height of Chinese cultural industry development in the coming decades.The third chapter, which is the key part of the paper, proposes three keystones of innovation model of Hunan Satellite TV. The first is to strengthen awareness of innovation, cultivate creative talents, and emphasize the importance of cultural tradition, creative team and creation management. The second is to grasp the nature of the industry and to build a happy brand. Hunan Satellite TV is the first TV media to initiate clear brand strategy plan. It relies on mechanism innovation to build entertainment media, building of teleplay production base, and pioneering of mew marketing methods for the TV media, to come into being a successful brand innovation road. The third is to diversify innovation development based on existing resources. Hunan Satellite TV has many tangible and intangible assets. In order to add value to stock resources, it must move toward market and cooperate with famous enterprise.The forth chapter, based on the preceding contents, points out that continuous innovation capability for China's industrial industry is not strong, and not comparative with western developed countries. To keep up with them, we should enhance innovation service platform construction, resources integration and ecological environment reconstruction.