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    Title: 文化創意產業的經營策略分析
    Strategy of Management of the Culture and Creativity Industry
    Authors: 馬雲鵬
    Yun-Peng Ma
    Contributors: 韓志翔
    宿文堂

    馬雲鵬
    Yun-Peng Ma
    Keywords: 文化創意産業
    經營策略
    產業價值鏈
    影視產業
    藝術品產業
    智財產業化
    Date: 2012
    Issue Date: 2013-09-03
    Abstract: 文化創意産業日益蓬勃,其中與智慧財產權的關係亦十分密切,但是文化創意產業的高風險,常令人既期待又怕受傷害,因此探索文化創意産業的經營之道,藉由經營策略的改進,規避文化創意産業的經營風險,甚至創造高獲利。先嘗試了解文化創意産業的需求方(即市場結構),分析以此需求推動的產業價值鏈架構。得知其産業經營的特性之後,再以其代表性的影視產業與藝術品產業為例證,從產業鏈分析開始,自上游、中游至下游各個面向的經營策略,分別予以深入探討,同時配合智財產業鏈流程,以極大化文化創意産業的獲利模式。

    智慧財產權是影視產業的核心利益所在,因此在影視產品製作之前,便可藉此智慧財產權與保險公司合作,由保險公司出具擔保向金融機構貸款部門籌資;也可透過法務操作,事先簽定放映權的發行契約,以獲取影視產品製作前的資金;或善用各國政府或城市對影視產業的補助金與租稅減免優惠政策。以多重管道紓解資金風險,再配合影視產品製作後的多角化授權經營,將影視產業的智財價值最大化,體現「規避風險,擴大利潤」的經營策略。

    講求原創精神的藝術品產業,有了智慧財產權的加持,加上資金泛濫、熱錢狂竄,更抬高藝術品的身價;同時以其智慧財產權為出發點,向藝術品周邊產業作無限延伸,謀求藝術品產業的最大邊際利益。也可藉由政府司法與行政的協助,積極保護藝術家的智慧財產權,遏止藝術品仿冒假造等侵權不法情事傷害原創藝術精神,並且避免藝術品的市場價值受到干擾與貶低,維持藝術品的獨特性與市場價值。建立原創藝術的完整授權系統,使得整個藝術品產業鏈,由上游的培養與鼓勵藝術創作、到中游的智慧財產權法律保護、最後呈現由藝術品商業化與周邊商品的附加價值提升,形成一連續而綿密的智財產業化流程。

    實證研究包括影視產業的夢田文創公司,其強調「故事管理師」在影視產業上游的「人才供給」部分的重要性,並在中游的「製作規劃」部分,注重「細節」,下游的「資源整合」部分,強調跨領域、跨產業的資源整合極大化。另一實證研究對象是藝術品產業的日升月鴻畫廊,其上游的「人才供給」部分,表示畫廊挑選藝術家要以長遠眼光面對多變的藝術市場。中游的「研發生產」部分,是有策略地佈局畫廊展售的藝術品,形成差異化與特色經營,下游的「資源整合」部分,則對藝術市場保持靈敏及彈性的經營策略。文化創意産品行銷則強調文化創意產品的授權,以收取豐厚而長遠的權利金,藉由這法律保護的授權之後,更能將擁有智慧財產權的文化創意産品,做最大的價値延伸,進而放大整個文化創意產業的經濟規模與經營效益。
    第一章 緒論……………………………………………………………………… 1
    第一節 研究動機與研究方法………………………………………………………1
    第二節 文化創意產業經營特性……………………………………………………2
    第三節 小結…………………………………………………………………………9

    第二章 影視產業 ………………………………………………………………10
    第一節 影視產業價值鏈分析 ……………………………………………………10
    第二節 影視產業經營策略分析 …………………………………………………11
    第三節 小結 ………………………………………………………………………19

    第三章 藝術品產業…………………………………………………………… 20
    第一節 藝術品產業價值鏈分析 …………………………………………………20
    第二節 藝術品產業經營策略分析 ………………………………………………21
    第三節 小結 ………………………………………………………………………30

    第四章 實證研究 ………………………………………………………………32
    第一節 夢田文創公司 ……………………………………………………………32
    第二節 日升月鴻畫廊 ……………………………………………………………34
    第三節 小結 ………………………………………………………………………37

    第五章 結論 …………………………………………………………………… 40

    附錄 實證訪談逐字稿…………………………………………………………45

    參考文獻……………………………………………………………………………50
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    Description: 碩士
    國立政治大學
    智慧財產研究所
    96361008
    101
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0096361008
    Data Type: thesis
    Appears in Collections:[智慧財產研究所] 學位論文

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