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| Autor: | Wen-chi Ko, 柯文奇 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 In today’s economy characterized by creativity, innovation, and culture, one of highly potential and profitable industries is cultural and creative industry. Most countries of global power have paid sufficient attention to and invest considerable resources in the industry. A well-developed cultural and creative industry can be a symbol of the competitiveness of a country or city. Recently, there are eighty cultural and creative clusters with 2,500,000 square meters in Shanghai. These clusters as a platform not only provide firms a space to show creative and innovative products but also facilitate knowledge sharing among creative talents. The clusters also bring a whole new image for Shanghai, leading Shanghai to higher levels of culture development. In order to further enhance the development of the clusters, it is important to build a brand name for each cluster. A strong brand name can lead the clusters to a more successful level. How to create competiveness of a brand name is a critical issue for each cultural and creative cluster to survive and prosper. The mangers and practitioners of cultural and creative clusters are seeking approaches to create greater influence, competitiveness, reputation, and royalty of their brand names. The first step is to understand their brand names’ status in the city. However, prior studies focus mostly on building and shaping brand names of cultural and creative clusters but pay less attention to how to measure the value of the brand name of a cluster and how to assess its overall value. Thus, this study proposes a series of methods to tackle these issues, providing mangers and practitioners a set of useful indicators in assessing cultural and creative clusters. This study reviews the relevant literature about the models of industrial development in China, the development of cultural and creative clusters, government policies, and consumer behaviors to develop a government-cluster-consumer model, and then develops indicators to assess the brand name of a cluster based on analytic hierarchy process (AHP). With 1933 Shanghai and Si-Hang warehouse as the research targets, this study conducts a survey to show the usefulness of the government-cluster-consumer model. The results contribute to practice and academia in assessing cultural and creative clusters. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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