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 are 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 ,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 Happy Prince and Other Stories (1888, fairy stories)Bell labBerkley Lab4.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 or 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 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1.创意是产业的灵魂2. 右脑主导型经济/富有想象力，能凭直觉推测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 sizeskillsCCIsoftensupplycontentthatrequiresculturebasedcreativityasknowledgebasedandlabourintensiveinputthatishardtomeasureintermsofeconomicvalue.ThiscomplicatestheprovisionofPinancialsupporttoCCIs,astheycannotalwaysdemonstratetheeconomicviabilityoftheirproductsandservices.CulturalandcreativeproductsandservicesoftenhavespeciPiceconomiccharacteristics:forexample,theycanbeproducedonthespotandcannotbeconsumedinanyothercontext(theatreperformances,dance,liveconcerts).Theseproducts/servicesareanextremeexampleofproductdifferentiation.Thefactthatmanyproductsandservicesareintangibleassets,subjectiveinvalueandoftenprojectbased,92distinguishesthemfromothermanufacturedproducts.Duetothehighdegreeofuncertaintysurroundingthesuccessoftheseintangibleassets,thecontentbasedindustriesinparticularwilltendtoworkonseveralprojectsatthesametimeinordertobalancetheriskassociatedwithlesssuccessfulproductsorservices.However,thisalsoimpliesthattheculturalandcreativeentrepreneursmayreceiveonlypartialPinancialadvancesforcertainproductsorservicesthatwillnotbesuccessfulandthismayleadtosigniPicantPinanciallimitationsfortheentrepreneurs.Naturally,intangibleinnovationishardtoquantifyandisnoteasilyrecognisedbythoseoutsidetheCCIs.Currently,thesoftinnovatorsarenotlabelledascontributingtoR&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