Analysis Of Factors Affecting The Proliferation Of Corporate Creativity In The Creative Industries

With the globalization progress and information economy development, creative industry flourishes as it has become the new trend of internationalized city industry development. For indigenous innovation has become the national strategy, creative industry will lead the economic development as well as society progress to achieve the transformations of "country of culture","made in China" to "country of creativity","create in China".Focusing on the subject of influencing factors on the creative diffusivity for the companies in creative industry, by the theory of diffusion of innovation, this paper tries to find the key influencing factors of improving the creative diffusivity for the companies in creative industry. The whole paper is divided into three sections: theoretical discussion, empirical research and study conclusion.In the section of theoretical discussion, the research of creative industry and the theory of innovation diffusion are reviewed. Based on the influencing factors for the innovation diffusion before, and the characters of creative industries in China, the author forms the dominately directing idea of the whole paper and puts forward the corresponding theory hypothesis and research model.In the second part, by questionnaire investigation among more than 40 companies in creative industry and quantitative analysis of the results, the author concludes totally 11 factors that influence the creative diffusivity for the companies in creative industry in terms of the characters for the creativity itself, the characters of the creativity accepters, environment factors and diffusion channels. And then further validation of the relationship between the influencing factors and creative diffusivity is given, in order to find out the key influencing factors and the model, which constructs the relationship between the influencing factors and diffusivity. The research goes in two stages: the first stage is expert visiting and literature referring, which tries to find out the composing of the creative diffusivity and some influencing factors for the companies in creative industry, then forming and validating the tentative idea of the research. The second stage is questionnaire investigation and results analysis, which is carried out in the companies in creative industry in China.In the last section, the author firstly concludes the modified model which could explain the research result including the influencing factors of creative diffusivity from new 11 factors by factor analysis. And then the author makes the explanation of the research result and advices on improving the creative diffusivity in China.