Analysis of Value Web Conversion from Creativity to Innovation: A Case Study of Cultural Creativity and Design Service Enterprises in Sichuan Province

Abstract

Abstract:

The traditional value chain used by the managers of creative enterprises as reference is unable to explain all kinds of behavior activities in the process of realizing the transformation from creativity to innovation. As a result, the enterprise cannot grasp the clear direction of management and improve its own competitive advantage. In order to solve this problem, it is necessary to re-analyze the value link and its composition in the process of realizing the successful development (creativity) and marketization (innovation) of creative products. In this paper, we conduct an exploratory case study of six enterprises of cultural and creative and design service. Based on the behavioral activities of enterprises with the two types of creativity and innovation, this paper constructs a "value net model in the process of transformation from creativity to innovation". The basic principle of the value network developed in this paper includes three core structure units as follows:(1) The unit of consumers, the change from consumer to value creator. (2) The unit of enterprises, value creation networks formed by related enterprises in the value chains that transcend individual ones, providing value to the final consumers. (3) The virtual value net unit formed by digitization and Internet, due to the supplement and improvement to the physical value net made by virtual value net, which maximizes the value creation from the perspectives of virtuality and reality.

Key words: creative enterprises, creativity, innovation, value web, case study

Liu Lingyan, Yang Yongzhong. Analysis of Value Web Conversion from Creativity to Innovation: A Case Study of Cultural Creativity and Design Service Enterprises in Sichuan Province[J]. , 2020, 32(2): 327-336.

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