月度聚焦

中国文化产业振兴规划原则通过广告、新媒体首当其冲近期广受关注的文化产业振兴规划获国务院常务会议原则通过,振兴规划特别强调要加快数字内容、动漫等新媒体产业的发展,同时降低准入门     

信息化与文化产业融合背景下的文化数字产品研究

伴随着网络时代的发展,信息化开始涉及各个领域,与此同时,在文化推动社会经济日益发展的今天,以数字技术为载体的文化产业迅速崛起,已经成为一个高速增长的产业。这种产业以创意为动力与信息化相结合,融会重铸形成一种正能量,结晶出文化数字产品,从而建立了新的消费方式,并以新技术推动文化产业实现数字化升级,创造出显著的经济价值。将信息化与文化产业融合背景下的文化数字产品给予概念界定,重点剖析融合下我国文化数字产品的发展现状,根据存在的问题进而对信息化与文化产业融合下的文化数字产品的发展提出见解。     

三院齐驱“文化娱乐”国策

韩国从事数字内容的多数都是中小企业，政府主导的软件振兴院、文化产业振兴院和游戏产业开发院三大机构，成为整合产业基础设施、核心技术与文化内容的关键角色，同时它们也充当了企业在国际市场上的“营销部”。     

数字内容产业的界定、产业结构与市场成长性研究

随着经济全球化的深入发展和信息化技术的广泛应用,以数字技术为载体的内容文化产业迅速发展,将各种文化资源与最新的数字技术相结合,建立新的生产和消费方式,产生新的产业群落,并以高端技术带动传统产业创造出较大的价值,同时不断产生新的产业,衍生新的产品。鉴于此,本文对数字内容产业的界定、产业结构与市场成长性进行分析,以期为数字内容产业的健康持续发展及其功能的有效发挥提供助益。     

数字媒体

全球数字内容产业规模达570亿美元 6月15日,清华大学国家文化产业研究中心发布《世界数字内容产业研究报告2014》。2013年全球数字内容产业总体规模达570亿美元,同比增长30%。报告提出,从行业看,动漫产业、游戏产业、数字音乐产业、数字视频产业出现较快增长。按区域分析,发达国家凭借其在信息技术和创意方面的领先,依然引领着数字内容产业的发展;发展中国家也在通过政策创新、技术创新、文化创新等不断提升其数字内容产业的规模和全球竞争力。未来全球数字内容产业将呈现以下趋势：发展中国家市场将进一步扩大,成为全球的增长点;移动技术将进一步改变产业格局。     

上海数字内容产业的现状及SWOT分析

本文界定了数字内容产业的具体内涵,概括了上海数字内容产业的现状,并用SWOT分析方法分析了上海数字内容产业。得出结论:上海数字内容产业处于全国领先的地位,但是也受到国外和国内产业竞争者的威胁,并且有创新不够,自主知识产权少等劣势,上海加快推进现代服务业建设的措施也将对上海数字内容产生极大的推动作用。最后给出几点产业发展建议。     

亚洲最大的国际数字内容博览会将在汉城举行

2004年9月1日,韩国文化产业振兴院在国家文化部办公大楼举行“2004国际数字内容博览会”新闻发布会,宣布堪称亚洲最大规模的文化内容国际展示会“DICON2004”将于2004年11月4日至6日在汉城韩国综合展示馆的大西洋厅举行。博览会将由企业展示会、商务洽     

新时期中韩文化产品贸易发展比较研究

中韩两国毗邻而居,历史渊源悠长,两国间产业发展存在诸多相互借鉴之处。对中韩文化产品贸易发展进行比较后发现,中韩两国在贸易增长速度、产品进出口结构和发展的时代背景等方面均存在差异。中国文化产品贸易发展存在缺乏具有国际影响力的优势品牌、政策扶持力度有待提升、国际市场营销能力不足等问题。因此应借鉴韩国文化产品贸易发展的成功经验,打造中国特色文化品牌,加强政策扶持力度,探索文化产业融合新路径,发挥网络基础设施优势,推动数字文化贸易发展,搭建“产业发展与人才培养相融合”的人才培养机制,助推创新型国家建设。     

动漫产业数字版权监管中的政府角色

毋庸置疑,数字动漫产业的巨大产值已在世界创意产业的舞台上崭露头角,2008年,全球数字动漫产业产值已达到3000亿美元,与动漫游戏产业相关的周边衍生产品产值则在6000亿美元以上。在我国,网络动漫、网络游戏、手机动漫等基于网络技术发展的数字     

互联网文化产业分析与思考

互联网迅速发展,与传统文化产业逐步融合,产生了互联网文化产业。这一新兴产业给传统文化产业带来了很大冲击,产品内容及传播模式都发生了翻天覆地的变化。互联网文化产业以平台为王,内容为王,知识产权保护则是文化创意产业发展的灵魂。专业垂直、O2O模式、股权众筹以及在线参与等商业模式成为文化产业的主流。     

The digital transformation of industrial players

Digitalization is transforming the industrial landscape. Smarter products, data-based services, and new business models promise to reshape the whole manufacturing industry. But just below the visible excitement lurk unexpected tensions and challenges that can make digital transformation an excruciating journey for industrial companies. In this article, we decipher the digital transformation strategy choices of leading industrial firms in a highly innovative country. We then identify four dominant tensions that managers need to sort out. We also provide guiding principles for selecting a digital transformation strategy capable of overcoming each of the identified tensions.     

Review of studies on digital transaction platforms in marketing journals

ABSTRACT

Digital transaction platforms now intermediate a large number of transactions between end-customers and independent sellers and service providers in many parts of the economy. In retail, for example, Amazon.com now intermediates transactions between end-customers and hundreds of thousands of independent sellers worldwide, while Etsy.com connects artists, crafters, and collectors with buyers of a large range of niche and rare products. The growing popularity of digital transaction platforms, therefore, has significant implications for retail, marketing and distribution scholars as the existing interaction patterns in the value-chain are increasingly replaced by new digital intermediaries. The purpose of this review is, therefore, to examine, through an extensive and rigorous review of research on digital transaction platforms in marketing journals, what we know and what opportunities lie ahead to expand the theoretical and empirical understanding of digital transaction platforms. The review shows that despite increasing multi-disciplinary and managerial interest towards digital transaction platforms and the platform economy, they remain largely unexplored in marketing journals, and the existing research and theorizing attempts remain fragmented. Therefore, there are many opportunities for marketing, retail and distribution scholars to, for example, collaborate with industry and practitioners in order to gain new perspectives and access to novel data sources, and for example, meet the emerging funding requirements of many universities and governmental funding agencies for more rigorous multi-disciplinary research on digital markets and digital business models.     

中、马、泰三国电子产品在美国市场的出口竞争力

20世纪90年代以来,东亚地区的电子产业迅速发展,电子产品已成为中国、马来西亚和泰国的主要出口产品。随着中国工业化进程的不断推进,特别是中国的入世,东盟国家,尤其是马来西亚和泰国担心面临中国电子产品的竞争。为此,本文采用变动市场份额分析法、出口产品结构相似度指标和显性比较优势指标对中、马、泰三国电子产品的出口竞争力进行比较分析,并在研究成果的基础上提出相关的建议。     

Channels for search and purchase: Does mobile Internet matter?

Recent industry reports indicate that consumers own four digital devices on an average, and switching devices during shopping is the “new normal.” The addition of mobile Internet as a new channel of search and purchase has spurred the adoption of the digital medium, and easy accessibility of the Internet on multiple devices is influencing shopping patterns. A consumer may prefer some channels for search and others for purchase or use a combination of channels to search and purchase simultaneously. As a new channel, it is unclear 1) whether mobile Internet offers greater search or purchase benefits and 2) what type of products are more suitable for mobile Internet search and purchase. In this study, we develop a framework that describes the factors that drive the use of mobile Internet in a multi-channel environment. We test the framework using survey data from a sample of U.S consumers. The main findings from our study indicate that 1) the choice of channel combinations that include mobile relative to other channel combinations increases with an increase in perceived search convenience of mobile channel. 2) in the digital channel, mobile and desktop differ in their utility along search dimensions. The probability of choosing channel combinations that include mobile increases due to search convenience whereas desktop is attractive due to perceived gains of price comparison search; and 3) mobile Internet search increases for consumers searching for utilitarian products. The insights from this study deepen our understanding of how digital media is used in the search-purchase process and have important managerial implications.     

Designing an emotional strategy: Strengthening digital channel engagements

The emergence of new technologies has revolutionized the way companies interact and build relationships with customers. The channel–customer relationship has traditionally been managed via a push approach in communication (“What can we sell customers?”) with the hope of cultivating customer loyalty. However, emotional understandings of customers and how they feel about a product, service, or business can drastically alter consumers’ engagement, behavior, and purchasing preferences. This rapidly evolving landscape has left managers at a loss, and what they are experiencing is likely the beginning of a tectonic shift in the way digital channels are designed, monitored, and managed. In this article, digital channel relationships are examined, and useful concepts for clarifying and refining the emotional meaning behind company strategy and their relationship to corresponding digital channels are detailed. Using three case study examples, we discuss the process and impact of such emotionally aware digital channel designs. Recommendations are made regarding how companies can select, design, and maintain digital engagements based on their strategy and industry needs.     

Choosing a digital content strategy: How much should be free?

Advertising supported content sampling is ubiquitous in online markets for digital information goods. Yet, little is known about the profit impact of sampling when it serves the dual purpose of disclosing content quality and generating advertising revenue. This paper proposes an analytical framework to study the optimal content strategy for online publishers and shows how it is determined by characteristics of both the content market and the advertising market. The strategy choice is among a paid content strategy, a sampling strategy, and a free content strategy, which follow from the publisher's decisions concerning the size of the sample and the price of the paid content. We show that a key driver of the strategy choice is how sampling affects the prior expectations of consumers, who learn about content quality from the inspection of the free samples. Surprisingly, we find that it can be optimal for the publisher to generate advertising revenue by offering free samples even when sampling reduces both prior quality expectations and content demand. In addition, we show that it can be optimal for the publisher to refrain from revealing quality through free samples when advertising effectiveness is low and content quality is high. To illustrate, we relate our framework to the newspaper industry, where the sampling strategy is known as the “metered model.”     

Business strategy and the management of digital marketing

The internet brought disruptive change to the business landscape through the creation of a whole host of digital marketing tactics. But with these new tactical options has come the need for marketing managers to (1) prioritize what they wish to accomplish and (2) determine which digital marketing tactics to invest in. We consider these issues from the perspective of four business strategies: prospectors, analyzers, low-cost defenders, and differentiated defenders. In this article, we provide marketing managers with insights into how businesses pursuing various strategies approach these digital marketing issues, with the ultimate goal being to assist managers in the efficient and effective implementation of their firm’s adopted strategy.     

肉制品中淀粉含量测定方法的比较及关键点

淀粉和变性淀粉常常被肉制品当作增稠剂,加入之后可以提高肉制品的持水性、组织形态。但肉制品中淀粉的含量是需要控制的,只有控制好肉制品中淀粉的含量,加强对产品的监督和管理,才能保证肉制品的质量。本文阐述了淀粉的概念和检测肉制品中淀粉含量的几个方法,通过实验对测定方法进行了对比。     

“绿色壁垒”对山东省农产品出口的影响及对策建议

在相当程度上,“绿色壁垒”正日益成为国际贸易发展的新障碍。山东是农产品出口大省,“绿色壁垒”对山东的种植业、禽畜业、渔业产品的出口有重大影响。从制度经济学的角度看,山东农产品出口遇到的种种“绿色壁垒”阻击,在深层次上反映的是体制问题。山东省应加强制度建设和创新,建立“绿色壁垒”预警机制,明确市场竞争主体、转换政府职能,加大农业基础设施建设和科技研究投入,实施替代营销策略,提高农业生产的整体水平。     

Do myriad e-channels always create value for customers? A dynamic analysis of the perceived value of a digital information product during the usage phase

The academic literature generally asserts that omnichannel strategies create value throughout the customer journey based on the principle of synergy between channels. However, such strategies may appear complex to customers, notably when they face myriad e-channels that constitute all means of accessing the offer. Specifically, for digital information products, such as those of the press, digitalized content is now consumed through multiple e-channels. Our study aims to investigate the impact of e-channel combinations on the perceived value of a digital information product during the usage phase. We hypothesize that the similarity between the e-channels used by customers has a negative impact on the perceived value model. To test the research hypotheses, we conducted a longitudinal study of the readers of a digital version of an international newspaper. The results demonstrate that the similarity of e-channels impedes value creation. Our findings reintroduce a more ambivalent vision of the omnichannel strategy in a digital environment and provide insights into how managers should support customers by clarifying the usefulness of each e-channel proposed.