摘要
摘要
伴随“十四五”规划的逐步推行，文创产业也获得了深入性的发展，紧跟国
际发展趋势，将质量以及品质的提升作为主要的发展方向，引领着产业向着规范
化的方向进行发展。伴随国家对产业结构的调整，消费结构不断优化，因此政府
出台一系列举措，促使消费品的不断升级。在“十四五”规划期间，文创产业是
政府促进消费升级举措中的重要一环。
近年来尽管文创产业受到国家大力扶持，但文创企业的发展却遭遇瓶颈，文
创产品的核心是文化性与创造性，但是面临日新月异的时代变化，也很难适应消
费者新的需求，把握瞬息万变的市场机遇。作为新兴业态，大多数文创企业都面
临着定位较模糊，业务系统不健全，关键资源能力弱等普遍性问题，文创企业与
其他传统企业有很大差异，无法通过简单的模仿来解决其发展问题。需要找寻合
适的商业模式指导其发展，在“互联网+”环境下，作为文创产业的构成单位—
—文创企业，急需解决难题就是如何推动个案文创企业的商业模式的发展。
本文通过对 C文创企业商业模式的创新设计，一方面为其企业发展提供了
建设方向，另一方面也为类似文创企业的经营提供了思考。为突出文创企业商业
模式实用性，本文采用了案例分析法，以具有行业代表性强的 C文创企业为研
究对象。运用了问卷调查法，对文创产品市场满意度进行调查，通过统计分析，
明晰自身定位。通过访谈企业创始人，对 C文创企业的经营现状进行分析，构
建文创企业 O2O+跨界融合商业模式，通过高校联盟、商业联盟及农村妇女生产
资源储备资源能力建设来保障模式有效运营。
本文注重将商业模式理论运用与实际案例进行分析，为推动云南非遗文化与
文创产业结合以及 C文创企业发展的实际，从不同角度层次分析，通过对文创
企业跨界融合商业模式创新路径构建，为企业的发展进行深入具体探索与研究。
本文还为扶贫产业发展提供了一些方向。
关键词：互联网+商业模式O2O+跨界融合高校联盟
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Abstract
Abstract
With the gradual implementation of the "14th Five-Year Plan", cultural and
creative industry has also achieved profound development, keeping up with the
international development trend, taking quality and quality improvement as the main
development direction, leading the industry to develop towards standardization. Along
with the supply-side reform, the government will further optimize the consumption
structure and realize the continuous upgrading of consumer goods. As an important
part of the upgrading of cultural consumption, the cultural and creative industry will
receive further strong support from the government during the "14th Five-Year Plan".
Although the state strongly supports the development of cultural and creative
industries, the development of cultural and creative enterprises has encountered a
bottleneck. The core of cultural and creative products is culture and creativity, but
facing the rapid changes of The Times, it is difficult to adapt to the new needs of
consumers and grasp the rapidly changing market opportunities. As an emerging form
of business, most cultural and creative enterprises are faced with general problems
such as fuzzy positioning, imperfect business system and weak key resource capacity.
Different from other traditional enterprises, cultural and creative enterprises cannot
solve their development problems through simple imitation. It is necessary to find a
suitable business model to guide the development of cultural and creative enterprises.
In the "Internet plus" environment, as the constituent unit of cultural and creative
industry -- cultural and creative enterprises, how to promote the development of their
business model is the top priority for the development of cultural and creative
enterprises.
In this paper, through the innovative design of the business model of C cultural
and creative enterprises, on the one hand, it provides a construction direction for the
development of its enterprises, and on the other hand, it also provides thinking for the
operation of similar cultural and creative enterprises. In order to highlight the
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Abstract
practicability of the business model of cultural and creative enterprises, this paper
adopts the case analysis method and takes C cultural and creative enterprises with
strong industry representation as the research object. Using the questionnaire survey
method, the market satisfaction of cultural and creative products was investigated, and
through statistical analysis, its own positioning was clarified. By interviewing the
founders of the company, the current operating situation of C Creative Company was
analyzed, and the O2O+ cross-border integration business model path innovation was
designed. The effective operation of the model was guaranteed through university
alliances, business alliances and rural women.
This paper focuses on the application of business model theory and the analysis
of actual cases. In order to promote the combination of Yunnan intangible cultural
heritage culture and cultural and creative industry as well as the actual development
of C cultural and creative company, this paper constructs the O2O+ cross-border
integration business model innovation path of cultural and creative enterprises from
different perspectives through hierarchical analysis. This paper also provides some
directions for the development of poverty alleviation industry.
Key Words:Internet +;Business model;O2O+;Cross-border integration;Colleges
and universities alliance
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