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1、第四章文化艺术企业 管理第二节文化艺术企业 管理概述.定义A business that combines the creation, production, and distribution of goods and services that are cultural in nature and usually protected by intellectual property rights.特点1.Nobody knows principle: Demand uncertainty exists because the consumers reaction to a product a
2、re neither known beforehand, nor easily understood afterward.2.Art for arts sake: Workers care about originality, technical professional skill, harmony, etc. of creative goods and are willing to settle for lower wages than offered by humdrum jobs. Sameness monotonous Oscar Wilde3.Motley multicolor ,
3、mixed crew principle: For relatively complex creative products (e.g., films), the production requires diversely skilled inputs. Each skilled input must be present and perform at some minimum level to produce a valuable outcome.(16 October 1854 30 November 1900) was an Irish writer and poet. The Happ
4、y Prince and Other Stories (1888, fairy stories).Bell lab.Berkley Lab.4.Infinite variety: Products are differentiated by quality and uniqueness; each product is a distinct combination of inputs leading to infinite variety options (e.g., works of creative writing, whether poetry, novel, screenplays o
5、r otherwise).5.A list/B list: Skills are vertically differentiated. Artists are ranked on their skills, originality, and proficiency in creative processes and/or products. Small differences in skills and talent may yield huge differences in (financial) success. AB咖（司）6.Time flies: When coordinating
6、complex projects with diversely skilled inputs, time is of the essence.7.Ars longa: Some creative products have durability aspects that invoke copyright protection, allowing a creator or performer to collect rents. 拉丁 艺术是永恒的 丁丁 米老鼠 阿童木.分析层面德国人日本人 太能下功夫，学术训练太到位 p18 table 1 .特征特征2. 右脑主导型经济/富有想象力，能凭直觉推
7、测3. 文化消费导向型经济4. 以知识产权为核心资产.核心竞争力文化艺术企业的核心能力, 是隐藏在其内部资源背后的部门配置、开发、整合的能力, 是组织中积累人力资本学识, 特别是关于协调不同员工技能、思维方式及学识的能力。第一, 稀缺性, 部门中所特有的。第二, 延展性,为文化市场源源不断地提供精神产品。第三, 价值无限性, 能够为社会创造无法估量的价值。第四, 难以模仿性, 不会轻易地被竞争对手所模仿。星爷 Disney Pixar 山楂树之恋 被爱情遗忘的角落 .企业特点 size.skills.CCIsoftensupplycontentthatrequiresculturebasedc
8、reativityasknowledgebasedandlabourintensiveinputthatishardtomeasureintermsofeconomicvalue.ThiscomplicatestheprovisionofPinancialsupporttoCCIs,astheycannotalwaysdemonstratetheeconomicviabilityoftheirproductsandservices.CulturalandcreativeproductsandservicesoftenhavespeciPiceconomiccharacteristics:for
9、example,theycanbeproducedonthespotandcannotbeconsumedinanyothercontext(theatreperformances,dance,liveconcerts).Theseproducts/servicesareanextremeexampleofproductdifferentiation.Thefactthatmanyproductsandservicesareintangibleassets,subjectiveinvalueandoftenprojectbased,92distinguishesthemfromotherman
10、ufacturedproducts.Duetothehighdegreeofuncertaintysurroundingthesuccessoftheseintangibleassets,thecontentbasedindustriesinparticularwilltendtoworkonseveralprojectsatthesametimeinordertobalancetheriskassociatedwithlesssuccessfulproductsorservices.However,thisalsoimpliesthattheculturalandcreativeentrep
11、reneursmayreceiveonlypartialPinancialadvancesforcertainproductsorservicesthatwillnotbesuccessfulandthismayleadtosigniPicantPinanciallimitationsfortheentrepreneurs.Naturally,intangibleinnovationishardtoquantifyandisnoteasilyrecognisedbythoseoutsidetheCCIs.Currently,thesoftinnovatorsarenotlabelledasco
12、ntributingtoR&DandcannotreceivefundingorequalrecognitionfromeitherscientiPicorappliedresearchinitiatives.ScientiOicresearchinstitutesstillreceivemostoftheR&Dfundingasopposedtoappliedresearchinstitutesorotheremergingcommunities.InarecentstudyoninnovationinSwedishservicecompanies,itwasshownthat50%oftheinnovationcamedirectlyfromcustomers,35%fromemployeesandonly3%fromexternalR&D.文化艺术企业管理内容计划运营营销质量成本财务人才.
