打造大文創生態圈的思考和實踐 —以遊讀會為例

Abstract

遊讀會是一家圍繞“原創思想者”進行立體價值開發，從而打造了把出版、培訓、旅遊、影視進行跨界整合的大文創生態圈。經過多年的發展積累，公司形成了一套獨特的核心價值觀與運營模式，並形成了一整套行之有效的平臺化運營模式。為了更好地應對當前顛覆式創新的時代背景帶來的機會和挑戰，遊讀會需要進一步對公司的發展方向、平臺運營體系進行系統思考，並且進一步對平臺管理機制、運營保障機制進行深入分析，才能在複雜、變動的環境下實現跨越式發展，帶來平臺上合作夥伴的共贏與價值分享。 基於這一背景,本文將平臺戰略理論、商業模式創新理論及經典戰略分析思路，結合社會發展背景、文創行業發展趨勢，以及遊讀會的核心資源、能力與發展現狀，對遊讀會面臨的環境進行分析，提出平臺化運營的理論體系，並通過平臺運營模式的創新、保障、反覆運算更新等視角，對遊讀會的管理體系進行全面分析和研究。 論文首先進行了文獻回顧，對平臺理論、商業模式創新理論及文創行業發展趨勢與行業價值鏈進行梳理，隨後對遊讀會的發展歷程進行回顧和歸納，結合遊讀會的核心資源與能力，提出基於服務原創思想者這一核心理念的文創大生態圈這一戰略體系。隨後，論文從創新的視角出發，分析了遊讀會的運營動力機制與持續盈利模式；從管理體系創新的角度對當前的管理模式進行分析，提出基於合夥人制、專案制及溝通管道的創新發展思路，最後提出反覆運算更新的方向與路徑。

Troubadour, a company focuses on the service and development of the original thinkers, after years of development and accumulation, formed a unique core values and operating mode, and formed a set of effective platform for the operation of the model in a complex, changing environment to achieve leapfrog development, bringing platform partners to win-win and value-sharing In order to better cope with the opportunities and challenges brought by the background of the current subversive innovation, there generates a need to further systematically think about the development direction and platform operation system of the company, and further analyze the platform management mechanism and operation guarantee mechanism. Based on this background, this paper the platform strategy theory, the business model innovation theory and the classical strategic analysis theory, combined with the social development background, the development trend of the cultural industry, and the core resources, ability and development analysis of Troubadour. The paper puts forward the theoretical system of platform operation, and makes a comprehensive analysis and research on the management system of the tour attendant through the perspective of innovation, guarantee and iteration renewal of platform operation mode. The paper first reviewed the literature, including the theory of platform theory, the innovation of business model and the developing trend of the industry and the industry value chain,then reviewed and summarized the developing stages of Troubadour. Based on the core resources and ability of Troubadour, the author proposed the strategic system named the ecological circle of cultural industry. Then, from the perspective of innovation, this paper analyzes the operation mechanism and the continuous profit model of Troubadour. It analyzes the current management mode from the perspective of management system innovation and puts forward the innovation based on partner system, project system and communication channel, and finally puts forward the direction and path of iterative update.