创意产业融合成长的动力机制及其自组织创新模式研究
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摘要
1998年英国工党政府的“创意产业工作组”推出的《英国创意产业路径文件》首次提出了创意产业的概念,这一概念从诞生至今虽然只有十几年时间,但是和数字产业、互联网产业、电信产业和传媒产业有着千丝万缕的联系。事实上,在创意产业这一概念出现之前,信息产业和传媒产业的许多专家和学者就已经预见到了图书、音乐、电影等创意产品未来发展的数字化、网络化和融合化趋势及其所带来的企业的组织模式和商业模式的改变与创新。
近年来在创意产业融合化趋势显著和加深的同时,各种融合创新层出不穷,如网络电视(IPTV)、数字电影、数字印刷、手机彩铃、网络视频等新型创意产品及其相关企业开始快速成长,文学、音乐、广播电视、电影和出版等传统文化创意产业开始借助互联网、移动网等信息化手段,与平板电脑、智能手机等不同数字终端相结合；与此同时,用户、供应商甚至业余爱好者也借助这些信息化手段越来越多地加入到创意产品的创作和生产环节,创意产业正呈现出丰富多彩的产品形态、形式各异的组织形态和欣欣向荣的产业生态。
由此可见,创意产业的快速成长离不开产业融合和文化融合的重要前提,并和数字融合、信息社会以及新经济等大背景紧密联系在起。在工业经济、数字经济、网络经济等经济形态发展之后,以创意和创新为核心要素的创意产业将成为21世纪的主导产业形态。
鉴于信息化、网络化和融合化背景下创意产业成长这一主题,本文主要探究推动创意产业融合成长的动力机制和创意产业融合成长的自组织创新模式这两方面的内容。其一、以系统理论、自组织理论、协、同学、网络经济学等为理论来源,以环境分析和系统动力学为方法论,从动力来源、动力结构和基于自组织和他组织演化的动力主体、特征及效应等方面进行积极的探索,对推动创意产业融合成长的动力机制进行了系统分析,并以创意产业与互联网信息产业融合成长的动态行为进行模拟,演示了互联网背景下创意产业融合成长的两种截然不同的成长趋势；其二、基于前面分析发现基于他组织演化的动力效应不足以保障创意产业的融合成长这一前提,继续以创新理论为理论来源,解释性案例分析为方法论,从产品创新模式、组织创新模式和商业模式创新这三方面探讨了创意产业融合成长的自组织创新模式；并借助Logistic增长模型模拟了我国电子书产业的成长动态,在此基础上选取美国Amazon公司的Kindle系列产品为案例,具体探讨美国互联网企业如何具体通过产品创新和商业模式创新成功实现与出版业融合成长的案例。就本文的主要内容而言：
第一,对创意产业融合成长的基本概念进行界定。本文在对创意产业相关概念和范畴进行界定的基础上,引入和阐述了创意产业融合成长的概念,对与该概念相关的产业融合、文化融合、产业成长和创新理论的相关研究进行归纳和总结,在此基础上提出本研究的可行性。
第二,对创意产业融合成长的宏微观环境进行分析。通过宏观PEST分析发现创意产业融合成长系统是一个由文化、技术、人才、企业、市场和制度等要素构成的具有动态性和开放性的产业系统,在该系统中创意产业构成要素之间相互竞争、协作与共同演进,推进创意产业的进一步发展与演变；通过微观SWOT分析发现通过伴随着互联网、移动通讯等信息产业的渗透与发展,创意人才、创意企业、创意产业越来越多地呈现出融合成长的趋势。创意产业成长与融合、创新和动力这三大要素密切相关,各要素之间互为影响、互为驱动,并揭示了融合给创意产业成长带来的机遇与挑战。伴随着互联网的渗透与发展带来的技术与产业环境的改变,文中关于创意产品、创意企业和创意产业的分析可以放置在网络经济环境的分析框架中。
第三,基于自组织和他组织演化对创意产业融合成长的动力机制进行系统分析,明确和归纳了推动创意产业融合成长的来自五个层面的动力来源和在三种动力作用下的动力结构。研究发现创意个人和创意企业借助创意网络平台可以自组织地实现创意产品的生产和传播,增加创意产品的供给,通过产生网络效应、长尾效应、协同效应和竞合效应的四大效应来推进创意产业的融合成长；研究还发现作为他组织的主体-政府通过各项财政和货币政策推进创意产业成长,虽然在短期内会产生激励效应,但从长期来看由于政策滞后效应的存在,放松管制和加强知识产权监管等措施并不能有效地保障创意产业的融合成长,相反可能会阻碍其成长过程；正是由于内生性动力来源使得创意产业融合成长呈现一种自组织创新形态。
第四,借助系统动力学方法,以创意产业与互联网信息产业的融合成长为例构建SD模型,在明确主要正负反馈关系的基础上构建了系统流图。以我国网络视频产业的发展为例,数值模拟出创意产业将呈现两种截然不同的成长轨迹：一种是不断自我增强的向上态势,另一种是不断减弱的向下态势,并对我国网络视频产业的成长与影视版权的关联性进行了探讨,发现网络视频网站使用正版影视作品将有效进一步推进网络视频产业的健康成长。
第五,在发现从长期来看,基于他组织的演化不足以有效保障创意产业融合成长的分析基础上,着重探讨了创意产业融合成长的自组织创新模式。研究发现创意产业融合成长的创新呈现出自组织创新特征,创意产品创新不仅表现为技术创新,更多的表现为内容创新和设计创新；基于不同的自组织动力来源,自组织创新的类型可以分为大众驱动创新的创意众包模式；企业驱动创新的模块融合模式；需求驱动创新的用户创新模式等三种产品创新模式；网络组织和集聚组织结构使得自组织创新成为可能；而商业模式创新有效控制了创意企业对创意内容传播的控制,保障了创意产业的收益。
第六,具体研究了电子出版产业成长及其自组织创新模式。借助Logistic增长模式发现我国电子书产业的成长动态发现我国电子书产业已经进入第二阶段,即用户增长进入加速增长阶段。通过解释性案例研究方法对美国Amazon公司的融合成长及其表现出的自组织创新特征进行研究,发现Amazon公司Kindle电子书的成功不仅是产品的技术创新,而且是产品的设计创新和内容创新,是一种融合创新的体现；Amazon公司的产品融合创新是企业驱动的“终端+平台+内容"模块融合模式；自助出版平台(Kindle Direct Publishing Platform)为实现电子出版的自组织创新提供了可能；互联网平台企业正在作为电子出版产业中新的出版主体,电子出版产业主体正在趋于多元化。
本研究的主要创新点有：
(1)主题概念的创新,提出了创意产业融合成长和自组织创新这两个核心概念。创意产业融合成长概念的提出主要是基于技术融合、信息社会和新经济背景下创意产业所呈现出的产业融合和文化融合的趋势与高成长性的特点；而自组织创新模式概念的提出主要是基于两个前提：其一,创意个人和创意企业借助创意网络平台自组织实现技术创新、内容创新与设计创新的行为；其二,由于政策的滞后效应,政府作为他组织主体并不能有效保障创意产品的收益,推进创意产业的融合成长。
(2)框架分析的创新。本文运用纵向分析方法对创意产业融合成长的环境、缘起和发展进行分析；运用横向分析方法对产业成长的动力机制和创新模式的国内外研究现状分析、归纳和整理；运用从大到小、层层推进的方法基于自组织理论对推动创意产业融合成长的动力机制进行分析,并在此基础上从产品创新模式-组织创新模式-商业模式创新这三个层面从自组织创新的类型、实现和保障三方面具体构建了创意产业融合成长的自组织创新模式分析框架。
(3)方法应用的创新。使用系统动力学方法,以创意产业与互联网信息产业的融合成长为例构建因果回路图和系统流图,对我国网络视频产业成长的行为模式进行数值模拟,揭示了在基础性动力和内生性动力的作用下,网络视频产业呈现出指数增长和不断衰减的两种不同的成长趋势；使用Logistic增长函数对我国电子书产业的成长阶段和发展前景进行分析与预测；在构建了创意产业融合成长的自组织创新模式的基础上,运用解释性案例方法对Amazon公司通过Kindle电子书实现融合成长过程中的自组织创新特征进行分析并获得相关启示。
In1998the concept of "Creative Industries" was first put forward in "Creative Industries Mapping Document", which was presented by UK DCMS "Working Group on Creative Industries (the Creative Industries Task Force)". Although it has been only more than ten years since this new concept gave its birth, actually it has multi connections with Digital Industry, Internet Industry, Telecommunication and Media Industry. In fact, even before this new concept was appeared, many experts and scholars of the Information and Media field had predicted that the future development trends of creative goods, such as book, music and movie would be digitalized, networking and convergent and its changes and innovations of relative enterprise's organizational model and its business model.
Recently with the apparently convergent trends of Creative Industries, different innovative products are coming forth, such as IPTV, digital film, digital publishing, mobile phone ring tone and web video and relative enterprises are growing so quickly. Traditional creative industries, such as literature, music, broadcasting and publishing are converging with tablet computer and smart phone and different personal digital terminals in virtue of Internet ands Mobile net. At the same time user, supplier and even the amateur are involving in the design&production link of creative products. Creative Industries are showing diversified product forms, various organizational forms and colorful industrial shapes.
Therefore, the quick growth of Creative Industries is under the prerequisite of industry convergence and culture convergence, and connecting closely with technology convergence, information society and new economy and etc. After the development of industrial economy, digital economy and network economy, the Creative Industries which has the core of creativity and innovation, will be the dominant industrial form in the21st century.
In view of the theme of Creative Industries'convergence growth under the background of digitalization, networking and convergence, the paper discussed the dynamic mechanism pushing the Creative Industries'convergence growth and its self-organizing innovation model. At first, as for the dynamic mechanism of pushing its convergence growth, the paper takes the origins of System theory, Self-organization theory and Synergetics, uses the methods of environmental analysis and System Dynamics, explores the dynamic origins, dynamic structure and its effects under the self-organizational and hetero-organizational evolutions, and simulates its dynamic action of Creative Industries' convergence with Internet information industry and shows the two totally different growth trends of Creative Industries' convergence trends on the Internet background.
Then based on the previous findings that the dynamic effects based on the hetero-organizational evolution can't guarantee the Creative Industries' convergence growth, the paper continues to discuss the self-organizational innovation models of Creative Industries' convergence growth through the product innovation, organizational innovation and business model innovation using the innovation theory, and anticipate the present development stage of Chinese E-book industry using Logistic growth model and takes the example of Kindle E-book success of Amazon's convergence with publishing industry and got some implications. The main contents of this paper are as follows:
Firstly, the basic concepts of creative industries' convergence growths' defined. After clarifying the relevant concepts and categories of Creative Industries, the paper introduces the concept of Creative Industries' Convergence Growth. After summing up the existing researches about industry convergence, culture convergence, industry growth theory and innovation theory, the paper advanced the feasibility of this research.
Secondly, the macro and micro environments of creative industries' convergence growth're discussed. Through the PEST analysis, the result shows that the system of creative industry convergence growth is made up of different elements, such as culture, technology, talent, enterprise, market and institution and has the features of dynamics and openness, in which different elements compete and co-operate each other and push the further development of creative industries. Through the SWOT analysis, it finds that with the penetration and development of information industry, such as Internet and mobile telecom, creative talent, creative product and creative market show the trends of convergence growth. Creative Industries growth connects with convergence, innovation and dynamics. These three elements influence and drive each other. The chances and challenges of creative industries' growth taken by convergence are also discussed
Thirdly, based on the self-organization and hetero-organization evolutions, the dynamic mechanisms of creative industries convergence growth are analyzed. The driver forces from five aspects and driver structure of creative industries' convergence growth are clarified and concluded. The research finds that creative talent and creative enterprise can realize the self-organizational production and transmission of creative product through creative platform, and push the convergence growth of creative industries through network effect, long-tail effect, synergy effect and co-opetition effect. The research also finds that the relative fiscal and monetary policies of the government will have the incentive effect in the short run, but for the lag effect some measures such as deregulation and strengthen the protection of IP can't safeguard the convergence growth of creative industries, and sometimes even hinder its growth in the long run. It's the inner power origins that shape the creative industries'convergence growth a self-organizational innovation form.
Fourthly, using the system dynamics method, the SD models of Creative Industries' Convergence Growth with Internet Industry are established, the system flow charts are built after clarifying the positive and negative feedbacks. The research finds that online video industry self-organizationally grows up under the influence of basic and inner drivers. When the positive feedback dominants, the video industry shows the exponential growth trend, and when the negative feedback dominants, it presents the diminishing growth trend.
Fifthly, the self-organizational innovation models of Creative Industries Convergence Growth are analyzed systematically. The research finds that the creative product's innovation is not only showed as technical innovation, but more as content innovation and design innovation. Based on the different origins of self-organizational drivers, the three types of self-organizational innovation model include creativity crowdsourcing model driven by the mass, modular convergence model driven by the enterprise and user innovation model driven by the demand. Network organization structure and centralized organization structure make the self-organizational innovation possible. In the end the business model innovation can effectively guarantee the proceeds of the creative products and convergence growth of creative industries.
Sixthly, the growth of electronic publishing industry and the explanatory case study of Amazon's convergence growth through Kindle e-book are also discussed in details. Using Logistic Growth Model, it shows that China's electronic publishing industry has developed into the2" development stage, i.e. user growth accelerated stage. According to the case study of Amazon's convergence growth, some implications are as follows, the success of Kindle e-book is not only the technological innovation, but also the design innovation and content innovation, is a kind of convergence innovation. This kind of product convergence innovation is a "device+platfonn+content" modular convergence model. The kindle direct publishing platform makes the self-organizational electronical publishing possible. And Internet platform enterprise's becoming the new publishing agent, the agents of electronical publishing are tending to be diversified.
This study's main innovation points are as follows,
(1) Theme orientation innovation. The paper introduces the two core concepts of Creative Industries'Convergence Growth and Self-organizational Innovation Model. The forward of the concept of Creative industries'convergence growth is based on the convergent trend and high-growth characteristics of creative industries'growth on the background of technology convergence, IT society and new economy; whereas, the forward of the concept of self-organizational innovation model is based on the two preconditions: one is the behaviors of creative individuals and creative enterprises realize the technology innovation, content innovation and design innovation by virtue of creative network self-organizationally; the other is as the hetero-organizational agent, government can't guarantee the proceedings of creative products for the policy's lag effect.
(2) Framework analysis innovation. Using vertical analysis method, the background, the origins and developments of the concept of creative industries'convergence growth are discussed; using horizontal analysis the dynamic mechanism of industry growth and innovation model's relative researches are concluded and analyzed, using the progressive method, based on the self-organization theory the dynamic mechanism of creative Industries'convergence growth are debated. On the basis of these analyses, the paper discusses the self-organizational innovation model through self-organizational innovation's type, realization and guarantee from the three layers of product innovation model, organization innovation model and business model innovation.
(3) Method application innovation. Using the method of System Dynamics, the casual loops and system flowchart of Creative Industries'convergence growth with Internet Information Industry are established. Through the simulation of network video industry's growth, the result shows that under the effect of basic&endogenous drivers, the network video industry shows two totally different exponential growth and continually diminishing trends. Using Logistic Growth Function, the growth stage and development prospect of China's e-book industry are analyzed and predicted. After constructing the self-organizational innovation model of Creative Indutries' convergence growth, using explanatory case study method, the paper analyzes the self-organizational innovation characteristics of Amazon's convergence growth through Kindle e-book and gets some implications.
近年来在创意产业融合化趋势显著和加深的同时,各种融合创新层出不穷,如网络电视(IPTV)、数字电影、数字印刷、手机彩铃、网络视频等新型创意产品及其相关企业开始快速成长,文学、音乐、广播电视、电影和出版等传统文化创意产业开始借助互联网、移动网等信息化手段,与平板电脑、智能手机等不同数字终端相结合；与此同时,用户、供应商甚至业余爱好者也借助这些信息化手段越来越多地加入到创意产品的创作和生产环节,创意产业正呈现出丰富多彩的产品形态、形式各异的组织形态和欣欣向荣的产业生态。
由此可见,创意产业的快速成长离不开产业融合和文化融合的重要前提,并和数字融合、信息社会以及新经济等大背景紧密联系在起。在工业经济、数字经济、网络经济等经济形态发展之后,以创意和创新为核心要素的创意产业将成为21世纪的主导产业形态。
鉴于信息化、网络化和融合化背景下创意产业成长这一主题,本文主要探究推动创意产业融合成长的动力机制和创意产业融合成长的自组织创新模式这两方面的内容。其一、以系统理论、自组织理论、协、同学、网络经济学等为理论来源,以环境分析和系统动力学为方法论,从动力来源、动力结构和基于自组织和他组织演化的动力主体、特征及效应等方面进行积极的探索,对推动创意产业融合成长的动力机制进行了系统分析,并以创意产业与互联网信息产业融合成长的动态行为进行模拟,演示了互联网背景下创意产业融合成长的两种截然不同的成长趋势；其二、基于前面分析发现基于他组织演化的动力效应不足以保障创意产业的融合成长这一前提,继续以创新理论为理论来源,解释性案例分析为方法论,从产品创新模式、组织创新模式和商业模式创新这三方面探讨了创意产业融合成长的自组织创新模式；并借助Logistic增长模型模拟了我国电子书产业的成长动态,在此基础上选取美国Amazon公司的Kindle系列产品为案例,具体探讨美国互联网企业如何具体通过产品创新和商业模式创新成功实现与出版业融合成长的案例。就本文的主要内容而言：
第一,对创意产业融合成长的基本概念进行界定。本文在对创意产业相关概念和范畴进行界定的基础上,引入和阐述了创意产业融合成长的概念,对与该概念相关的产业融合、文化融合、产业成长和创新理论的相关研究进行归纳和总结,在此基础上提出本研究的可行性。
第二,对创意产业融合成长的宏微观环境进行分析。通过宏观PEST分析发现创意产业融合成长系统是一个由文化、技术、人才、企业、市场和制度等要素构成的具有动态性和开放性的产业系统,在该系统中创意产业构成要素之间相互竞争、协作与共同演进,推进创意产业的进一步发展与演变；通过微观SWOT分析发现通过伴随着互联网、移动通讯等信息产业的渗透与发展,创意人才、创意企业、创意产业越来越多地呈现出融合成长的趋势。创意产业成长与融合、创新和动力这三大要素密切相关,各要素之间互为影响、互为驱动,并揭示了融合给创意产业成长带来的机遇与挑战。伴随着互联网的渗透与发展带来的技术与产业环境的改变,文中关于创意产品、创意企业和创意产业的分析可以放置在网络经济环境的分析框架中。
第三,基于自组织和他组织演化对创意产业融合成长的动力机制进行系统分析,明确和归纳了推动创意产业融合成长的来自五个层面的动力来源和在三种动力作用下的动力结构。研究发现创意个人和创意企业借助创意网络平台可以自组织地实现创意产品的生产和传播,增加创意产品的供给,通过产生网络效应、长尾效应、协同效应和竞合效应的四大效应来推进创意产业的融合成长；研究还发现作为他组织的主体-政府通过各项财政和货币政策推进创意产业成长,虽然在短期内会产生激励效应,但从长期来看由于政策滞后效应的存在,放松管制和加强知识产权监管等措施并不能有效地保障创意产业的融合成长,相反可能会阻碍其成长过程；正是由于内生性动力来源使得创意产业融合成长呈现一种自组织创新形态。
第四,借助系统动力学方法,以创意产业与互联网信息产业的融合成长为例构建SD模型,在明确主要正负反馈关系的基础上构建了系统流图。以我国网络视频产业的发展为例,数值模拟出创意产业将呈现两种截然不同的成长轨迹：一种是不断自我增强的向上态势,另一种是不断减弱的向下态势,并对我国网络视频产业的成长与影视版权的关联性进行了探讨,发现网络视频网站使用正版影视作品将有效进一步推进网络视频产业的健康成长。
第五,在发现从长期来看,基于他组织的演化不足以有效保障创意产业融合成长的分析基础上,着重探讨了创意产业融合成长的自组织创新模式。研究发现创意产业融合成长的创新呈现出自组织创新特征,创意产品创新不仅表现为技术创新,更多的表现为内容创新和设计创新；基于不同的自组织动力来源,自组织创新的类型可以分为大众驱动创新的创意众包模式；企业驱动创新的模块融合模式；需求驱动创新的用户创新模式等三种产品创新模式；网络组织和集聚组织结构使得自组织创新成为可能；而商业模式创新有效控制了创意企业对创意内容传播的控制,保障了创意产业的收益。
第六,具体研究了电子出版产业成长及其自组织创新模式。借助Logistic增长模式发现我国电子书产业的成长动态发现我国电子书产业已经进入第二阶段,即用户增长进入加速增长阶段。通过解释性案例研究方法对美国Amazon公司的融合成长及其表现出的自组织创新特征进行研究,发现Amazon公司Kindle电子书的成功不仅是产品的技术创新,而且是产品的设计创新和内容创新,是一种融合创新的体现；Amazon公司的产品融合创新是企业驱动的“终端+平台+内容"模块融合模式；自助出版平台(Kindle Direct Publishing Platform)为实现电子出版的自组织创新提供了可能；互联网平台企业正在作为电子出版产业中新的出版主体,电子出版产业主体正在趋于多元化。
本研究的主要创新点有：
(1)主题概念的创新,提出了创意产业融合成长和自组织创新这两个核心概念。创意产业融合成长概念的提出主要是基于技术融合、信息社会和新经济背景下创意产业所呈现出的产业融合和文化融合的趋势与高成长性的特点；而自组织创新模式概念的提出主要是基于两个前提：其一,创意个人和创意企业借助创意网络平台自组织实现技术创新、内容创新与设计创新的行为；其二,由于政策的滞后效应,政府作为他组织主体并不能有效保障创意产品的收益,推进创意产业的融合成长。
(2)框架分析的创新。本文运用纵向分析方法对创意产业融合成长的环境、缘起和发展进行分析；运用横向分析方法对产业成长的动力机制和创新模式的国内外研究现状分析、归纳和整理；运用从大到小、层层推进的方法基于自组织理论对推动创意产业融合成长的动力机制进行分析,并在此基础上从产品创新模式-组织创新模式-商业模式创新这三个层面从自组织创新的类型、实现和保障三方面具体构建了创意产业融合成长的自组织创新模式分析框架。
(3)方法应用的创新。使用系统动力学方法,以创意产业与互联网信息产业的融合成长为例构建因果回路图和系统流图,对我国网络视频产业成长的行为模式进行数值模拟,揭示了在基础性动力和内生性动力的作用下,网络视频产业呈现出指数增长和不断衰减的两种不同的成长趋势；使用Logistic增长函数对我国电子书产业的成长阶段和发展前景进行分析与预测；在构建了创意产业融合成长的自组织创新模式的基础上,运用解释性案例方法对Amazon公司通过Kindle电子书实现融合成长过程中的自组织创新特征进行分析并获得相关启示。
In1998the concept of "Creative Industries" was first put forward in "Creative Industries Mapping Document", which was presented by UK DCMS "Working Group on Creative Industries (the Creative Industries Task Force)". Although it has been only more than ten years since this new concept gave its birth, actually it has multi connections with Digital Industry, Internet Industry, Telecommunication and Media Industry. In fact, even before this new concept was appeared, many experts and scholars of the Information and Media field had predicted that the future development trends of creative goods, such as book, music and movie would be digitalized, networking and convergent and its changes and innovations of relative enterprise's organizational model and its business model.
Recently with the apparently convergent trends of Creative Industries, different innovative products are coming forth, such as IPTV, digital film, digital publishing, mobile phone ring tone and web video and relative enterprises are growing so quickly. Traditional creative industries, such as literature, music, broadcasting and publishing are converging with tablet computer and smart phone and different personal digital terminals in virtue of Internet ands Mobile net. At the same time user, supplier and even the amateur are involving in the design&production link of creative products. Creative Industries are showing diversified product forms, various organizational forms and colorful industrial shapes.
Therefore, the quick growth of Creative Industries is under the prerequisite of industry convergence and culture convergence, and connecting closely with technology convergence, information society and new economy and etc. After the development of industrial economy, digital economy and network economy, the Creative Industries which has the core of creativity and innovation, will be the dominant industrial form in the21st century.
In view of the theme of Creative Industries'convergence growth under the background of digitalization, networking and convergence, the paper discussed the dynamic mechanism pushing the Creative Industries'convergence growth and its self-organizing innovation model. At first, as for the dynamic mechanism of pushing its convergence growth, the paper takes the origins of System theory, Self-organization theory and Synergetics, uses the methods of environmental analysis and System Dynamics, explores the dynamic origins, dynamic structure and its effects under the self-organizational and hetero-organizational evolutions, and simulates its dynamic action of Creative Industries' convergence with Internet information industry and shows the two totally different growth trends of Creative Industries' convergence trends on the Internet background.
Then based on the previous findings that the dynamic effects based on the hetero-organizational evolution can't guarantee the Creative Industries' convergence growth, the paper continues to discuss the self-organizational innovation models of Creative Industries' convergence growth through the product innovation, organizational innovation and business model innovation using the innovation theory, and anticipate the present development stage of Chinese E-book industry using Logistic growth model and takes the example of Kindle E-book success of Amazon's convergence with publishing industry and got some implications. The main contents of this paper are as follows:
Firstly, the basic concepts of creative industries' convergence growths' defined. After clarifying the relevant concepts and categories of Creative Industries, the paper introduces the concept of Creative Industries' Convergence Growth. After summing up the existing researches about industry convergence, culture convergence, industry growth theory and innovation theory, the paper advanced the feasibility of this research.
Secondly, the macro and micro environments of creative industries' convergence growth're discussed. Through the PEST analysis, the result shows that the system of creative industry convergence growth is made up of different elements, such as culture, technology, talent, enterprise, market and institution and has the features of dynamics and openness, in which different elements compete and co-operate each other and push the further development of creative industries. Through the SWOT analysis, it finds that with the penetration and development of information industry, such as Internet and mobile telecom, creative talent, creative product and creative market show the trends of convergence growth. Creative Industries growth connects with convergence, innovation and dynamics. These three elements influence and drive each other. The chances and challenges of creative industries' growth taken by convergence are also discussed
Thirdly, based on the self-organization and hetero-organization evolutions, the dynamic mechanisms of creative industries convergence growth are analyzed. The driver forces from five aspects and driver structure of creative industries' convergence growth are clarified and concluded. The research finds that creative talent and creative enterprise can realize the self-organizational production and transmission of creative product through creative platform, and push the convergence growth of creative industries through network effect, long-tail effect, synergy effect and co-opetition effect. The research also finds that the relative fiscal and monetary policies of the government will have the incentive effect in the short run, but for the lag effect some measures such as deregulation and strengthen the protection of IP can't safeguard the convergence growth of creative industries, and sometimes even hinder its growth in the long run. It's the inner power origins that shape the creative industries'convergence growth a self-organizational innovation form.
Fourthly, using the system dynamics method, the SD models of Creative Industries' Convergence Growth with Internet Industry are established, the system flow charts are built after clarifying the positive and negative feedbacks. The research finds that online video industry self-organizationally grows up under the influence of basic and inner drivers. When the positive feedback dominants, the video industry shows the exponential growth trend, and when the negative feedback dominants, it presents the diminishing growth trend.
Fifthly, the self-organizational innovation models of Creative Industries Convergence Growth are analyzed systematically. The research finds that the creative product's innovation is not only showed as technical innovation, but more as content innovation and design innovation. Based on the different origins of self-organizational drivers, the three types of self-organizational innovation model include creativity crowdsourcing model driven by the mass, modular convergence model driven by the enterprise and user innovation model driven by the demand. Network organization structure and centralized organization structure make the self-organizational innovation possible. In the end the business model innovation can effectively guarantee the proceeds of the creative products and convergence growth of creative industries.
Sixthly, the growth of electronic publishing industry and the explanatory case study of Amazon's convergence growth through Kindle e-book are also discussed in details. Using Logistic Growth Model, it shows that China's electronic publishing industry has developed into the2" development stage, i.e. user growth accelerated stage. According to the case study of Amazon's convergence growth, some implications are as follows, the success of Kindle e-book is not only the technological innovation, but also the design innovation and content innovation, is a kind of convergence innovation. This kind of product convergence innovation is a "device+platfonn+content" modular convergence model. The kindle direct publishing platform makes the self-organizational electronical publishing possible. And Internet platform enterprise's becoming the new publishing agent, the agents of electronical publishing are tending to be diversified.
This study's main innovation points are as follows,
(1) Theme orientation innovation. The paper introduces the two core concepts of Creative Industries'Convergence Growth and Self-organizational Innovation Model. The forward of the concept of Creative industries'convergence growth is based on the convergent trend and high-growth characteristics of creative industries'growth on the background of technology convergence, IT society and new economy; whereas, the forward of the concept of self-organizational innovation model is based on the two preconditions: one is the behaviors of creative individuals and creative enterprises realize the technology innovation, content innovation and design innovation by virtue of creative network self-organizationally; the other is as the hetero-organizational agent, government can't guarantee the proceedings of creative products for the policy's lag effect.
(2) Framework analysis innovation. Using vertical analysis method, the background, the origins and developments of the concept of creative industries'convergence growth are discussed; using horizontal analysis the dynamic mechanism of industry growth and innovation model's relative researches are concluded and analyzed, using the progressive method, based on the self-organization theory the dynamic mechanism of creative Industries'convergence growth are debated. On the basis of these analyses, the paper discusses the self-organizational innovation model through self-organizational innovation's type, realization and guarantee from the three layers of product innovation model, organization innovation model and business model innovation.
(3) Method application innovation. Using the method of System Dynamics, the casual loops and system flowchart of Creative Industries'convergence growth with Internet Information Industry are established. Through the simulation of network video industry's growth, the result shows that under the effect of basic&endogenous drivers, the network video industry shows two totally different exponential growth and continually diminishing trends. Using Logistic Growth Function, the growth stage and development prospect of China's e-book industry are analyzed and predicted. After constructing the self-organizational innovation model of Creative Indutries' convergence growth, using explanatory case study method, the paper analyzes the self-organizational innovation characteristics of Amazon's convergence growth through Kindle e-book and gets some implications.
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