伴随着经济水平的快速发展，民众物质文化层面的需求得到了进一步提升 和满足，同时在精神文化层面的需求也日益凸显，在此背景下满足精神文化需 求的文化创意产业快速发展。新媒体行业作为文化创意产业的重要组成部分， 基于互联网技术及智能移动终端的不断更新，内容传播的媒介、方式和载体不 断升级，客观上更加有利于满足民众多样的精神文化需求；以新媒体为代表的 “数字经济”产业，以其用户规模广、资源消耗低、创新创造手段多、产品附加 值高、内容呈现形式新等特点，成为文化创意经济发展的热点和新的经济增长 点，引起越来越多的社会关注。 本文笔者从国家战略、产业及行业特征、城市定位几方面分析了本文的研 究背景；以资源依赖理论和熊彼特创新理论作为理论依据，结合文献分析法对 文化创意产业及孵化器的发展状况进行分析、总结、梳理，对于文化创意产业、 孵化器、新媒体等概念予以界定；并以成都A新媒体孵化器为主要研究对象， 利用问卷分析法对310名行业从业者进行问卷调研，基于文献资料法的归纳整 理和问卷分析法的数据分析，对于A新媒体孵化的运营思路、品牌定位、管理 服务模式等方面进行合理化建议。希望将文化创意产业、新媒体行业、孵化器 三者看做一个整体，放在一个视角之下进行分析研究，基于分析结果找到相关 产业及行业垂直领域的孵化器的运营发展路径。 关键词：文化创意产业、新媒体、孵化器 昆明理工大学专业学位硕士学位论文成都A新媒体孵化器运营模式研究 III Abstract Withtherapiddevelopmentofeconomiclevel,people'smaterialandcultural needshavebeenfurtherimprovedandsatisfied,whiletheirspiritualandcultural needshavebecomeincreasinglyprominent.Inthiscontext,culturalandcreative industriesthatmeetspiritualandculturalneedshavebeendevelopingvigorously.As animportantpartoftheculturalandcreativeindustry,newmedia,basedonthe constantupdateofInternettechnologyandsmartmobileterminals,constantly upgradethemedia,methodsandcarriersofcontenttransmission,whichis objectivelymoreconducivetomeetingthediversespiritualandculturalneedsofthe people.The"digitaleconomy"industryrepresentedbynewmediahasbecomeahot spotinthedevelopmentofculturalandcreativeeconomyandaneweconomic growthpoint,attractingmoreandmoresocialattentionduetoitswidescaleofusers, lowconsumptionofresources,multiplemeansofinnovationandcreation,high addedvalueofproductsandnewformsofcontentpresentation. Inthispaper,theauthoranalyzestheresearchbackgroundofthispaperfromthe aspectsofnationalstrategy,industryandindustrycharacteristics,andcity positioning.Thepaperanalyzes,summarizesandsortsoutthedevelopmentstatusof culturalandcreativeindustryandincubatorbasedonliteratureanalysis,anddefines theconceptsofculturalandcreativeindustry,incubatorandnewmedia.And incubatorinchengdu,Anewmediaasthemainresearchobject,usingthe questionnaireanalysisofthequestionnairesurveyto310peopleindustrybasedon generalizationbasedondocumentsandquestionnaireanalysismethodofdata analysis,fortheoperationinAnewmediaincubationserviceidea,brandpositioning andmanagementmodeforrationalizationproposal.Ihopetotakeculturaland creativeindustry,newmediaindustryandincubatorasawhole,analyzeandstudy themfromoneperspective,andfindouttheoperationanddevelopmentpathsof incubatorsinrelevantindustriesandverticalsectorsoftheindustrybasedonthe analysisresults. Keywords:culturalandcreativeindustry,newmedia,incubator 昆明理工大学专业学位硕士学位论文成都A新媒体孵化器运营模式研究 i 目录 摘要.................................................................................................................................I ABSTRACT.....................................................................................................................III 第一章绪论.................................................................................................1 1.1研究背景.............................................................................................1 1.2研究目的及意义.................................................................................2 1.2.1研究目的......................................................................................2 1.2.2研究意义......................................................................................2 1.2.3研究内容及创新点.....................................................................3 1.3国内外相关研究综述........................................................................3 1.3.1.文化创意产业............................................................................3 1.3.2新媒体..........................................................................................4 1.3.3孵化器..........................................................................................5 1.4研究框架及方法.................................................................................6 1.4.1研究框架......................................................................................6 1.4.2研究思路......................................................................................7 1.4.3文献资料法..................................................................................8 1.4.4问卷分析法..................................................................................8 第二章相关理论概述.................................................................................9 2.1研究对象及相关概念界定................................................................9 2.1.1文化创意产业.............................................................................9 2.1.2新媒体..........................................................................................9 2.1.3孵化器..........................................................................................9 2.1.4新媒体孵化器...........................................................................10 2.2理论依据...........................................................................................10 2.2.1资源依赖理论...........................................................................10 2.2.2熊彼特创新理论.......................................................................12 第三章文化创意产业及孵化器的发展现状分析..................................14 昆明理工大学专业学位硕士学位论文成都A新媒体孵化器运营模式研究 ii 3.1文化创意产业的起源、内涵与外延..............................................14 3.1.1文化创意产业的起源...............................................................14 3.1.2文化创意产业的内涵与外延...................................................15 3.2文化创意产业的概念、现状及发展..............................................16 3.3文化创意产业的新形态、新趋势与新问题..................................17 3.4文化创意产业集聚路径、融合发展及发展策略..........................18 3.5新媒体行业与文化创意产业的关系..............................................19 3.6孵化器概述及定位..........................................................................20 3.7孵化器的概念及其角色演变..........................................................21 3.8孵化器的发展模式、培育模式及资源获取方式..........................23 3.9孵化器的运营模式、服务模式及品牌传播模式..........................25 3.10孵化器的管理模式、商业模式及盈利模式................................26 3.11新媒体行业以孵化器形式聚合的可能性...................................27 第四章A新媒体孵化器服务需求调查与分析.......................................28 4.1问卷及调查分析..............................................................................28 4.2问卷设计及样本的选择..................................................................28 4.3问卷发放与回收统计......................................................................29 4.4数据分析及结果..............................................................................30 4.5新媒体孵化器的服务需求分析......................................................44 4.6注重资源聚集更利于孵化器发展..................................................51 第五章成都A新媒体孵化器运营模式优化设计..................................52 5.1新媒体的定义、产生、现状及发展..............................................52 5.2成都A新媒体孵化器基本情况及功能布局..................................52 5.2.1成都A新媒体孵化器基本情况..............................................52 5.2.2入驻企业主要类型.................................