基于双层价值传递结构的创意产业激励策略
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摘要
创意产业作为一种新兴的独立产业,其产业业态和产品特征与传统产业存在着明显的差别。在创意产业双层价值传递结构特征的基础上,研究了一个版权让与商和两个不同经济发展地区版权受让商的市场结构中价值激励策略问题。通过模型分析发现:如果版权让与商不采取任何价值激励措施,则版权受让商不会进行价值激励配合且市场上的消费者认可量保持不变;如果采取价值激励措施,不但可以在有效时间内提高消费者认可度,而且可以提高版权受让商对价值激励机制的配合程度,拓展创意产品的价值增值空间,从而使版权让与商的循环收益和版权受让商的期望收益均有所提高。
Many differences exist between traditional industry and the newly-emerging creative industry in terms of industrial forms and product features.Based on the double-layer value transferring structure,an incentive tactic model for one copyright assignor and two acceptors in different economic regions is established.Through analysis of the model,it is known that:if the copyright assignor never use the incentive tactic,the acceptors will not cooperate with the copyright assignor on the value incentive to consumers and consumers' acceptance degree will remain unchanged;if the copyright assignor selects and adopts the right incentive tactic,consumers' acceptance degree will increase,moreover,value-added space of creative products will be enlarged,which can benefit circulation revenue of the copyright assignor and expected revenue of two acceptors.
Many differences exist between traditional industry and the newly-emerging creative industry in terms of industrial forms and product features.Based on the double-layer value transferring structure,an incentive tactic model for one copyright assignor and two acceptors in different economic regions is established.Through analysis of the model,it is known that:if the copyright assignor never use the incentive tactic,the acceptors will not cooperate with the copyright assignor on the value incentive to consumers and consumers' acceptance degree will remain unchanged;if the copyright assignor selects and adopts the right incentive tactic,consumers' acceptance degree will increase,moreover,value-added space of creative products will be enlarged,which can benefit circulation revenue of the copyright assignor and expected revenue of two acceptors.
引文
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[2]Paul Romer,Edward.The Rise of Creative Economy[M].California:University of California Press,2004:72-79.
[3]Andari R,Bakhshi H,Hutton W,et al.Staying Ahead:The Economic Performance of the UK's Creative Industries[J].The Work Foundation,2006,48(5):362-385.
[4]Howkins J.The Creative Economy:How People Make Money from Ideas[M].2nd ed.Limited:Penguin Books Limited,2002.
[5]Aghion P,Howitt V.A Model of Growth Through Creative Destruction[J].Econometrica,1998,6(3):323-351.
[6]厉无畏.创意产业导论[M].上海:学林出版社,2006,281-288.
[7]BenhamouF.A Handbook of Cultural Economics[J].Artists'Labour Market,2003,32(5):105-121.
[8]The Development of the Cultural and Creative Industries in Taiwan and Its Significance for SMEs,Ministry of Economic Affairs[R].Taipei:Cultural and Creative Industry Promotion Team,2005:52-57.
[9]Cunningham S,Cutler T,Hearn G,et al.An Innovation Agenda for the Creative Industries:Where is the R&D?[J].Median International Australia(Incorporating Culture and Policy),2004,11(2):174-185.
[10]Cooke P,Schwartz D.Key Drivers of Contemporary Innovation and Creativity[J].European Planning Studies,2007,15(9):1139-1141.
[11]HM Treasury.The Cox Review of Creativity in Business:Building on the UK's Strengths[R].London:HMSO,2007,142-153.
[12]Department of Communications.Information Technology and the Arts[R].CICS Creative Industries Cluster Study Stage One,DCITA,Canberra,2002:31-47.
[13]Black S E,Lynch L M.What's Driving the New Economy?The Beneits of Workplace Innovation[J].Economic Journal,2004,114(493):F97-F116.
[14]Yu Z,Yan H,Cheng T C E.Modeling the Benefits of Information Sharing-Based Partnerships in a Two-Level Supply Chain[J].Journal of the Operational Research Society,2002,53(4):436-446.
[15]Holmstrom B,Milgrom P.Multitask Principal Agent Analyses:Incentive Contracts,Asset Ownership and Job Design[J].Journal d of Law,Economics and Organization,1991,7:24-53.
[16]Itoh H.Incentive to Help in Multi-Agent Situations[J].Econometrica.1996,53(7):542-561.
[17]Baker Q.Distortion and Risk in an Optimal Incentive Contracts[J].Journal of Human Resources,2002,37(4):728-751.
[18]Holmstrom B.Managerial Incentive Problem:A Dynamic Perspective[J].The Review of Economic Studies,1999,66:169-182.
[19]Federgruen,Heching M.A Generalized Quantity Discount Pricing Model to Increase Supplier's Profits[J].Management Science,2001,36(9):1242-1256.
[20]Corbett C J,Tang C S.Designing Supply Contracts:Contract Type and Information Asymmetry[J].European Economic Review,2003,52(9):257-269.