Creative Commercialization Of Influencing Factors And Mechanism Of Action Studies

Resent years, creative industry in every country has been quickly developed, especially in some developed countries and areas, such as England, US, South Korea, Japan, Taiwan and Hongkong, creative industry has been an important power to improve the development of economy in these countries and areas. The words "Creativity" and "Creative industry" are constantly appeared in newspapers and magazine, it shows that our country has gradually noticed the importance of developing creative industry. All of this is because that in the age of knowledge economy, creativity shows its unique importance to the development.As an industry to improve a country's economy, creative industry is the same as other technical industries, it needs core competence. As we all know, the core competence of technical industry is technology, but what is the core competence of creative industry is the idea and creativity.The research object of the thesis is animation industry, which is the most developed industry of creative industries. After observed and analyzed the problems which exist in animation industry, we give out the concept of "creativity commercialization", and take the affecting factors of creativity commercialization and their interaction mechanism as the research content. The concept of "creativity commercialization" comes from the concept of "technology commercialization", their essential are both process to create business value. The full text is divided into three major parts altogether: research background and theory;empirical study and analysis;conclusion, countermeasure and prospect.As for the part of research background and theory, this text has explained at first that the importance of successful creativity commercialization for an animation company. Then, we steadily conclude the literature from the view of NPD, technology commercialization, creative industry and animation industry, and make deep interview with animation companies. After that we give out several important affecting factors, concept model and research hypothesis.As for the empirical research and analysis part, this text mainly regards some animation companies in Beijing, Shanghai, Hangzhou and Shenzhen as the research object, 146 projects were investigated effectively. The creators of cartoon, company resources, inside and outside environments, creativity and its realization, product launch are put into a whole frame, then we discuss the interaction mechanism of theseaffecting factors and their impact on commercialization results.In the last part, we draw the research conclusion of this research, analyse theory contribution systematically and the enlightenment of creativity commercialization in the process of cartoon production, then we put forward the cooresponding recommendations and countermeasure to improve the commercialization ability. Finally, we analyse the shortcoming and the prospect for research in the future.