-Interview with Sun Lei, Director of the Academic Affairs Office of Shandong University of Arts and Crafts.

With the emergence of "5+5" top ten industries in Shandong Province, "cultural creativity" industry has once again become the focus of social attention. Shandong University of Arts and Crafts aims at "design serving the people's livelihood", and currently has 29 majors closely related to cultural and creative industries. Therefore, this paper interviewed Professor Sun Lei, director of the Academic Affairs Office of Shandong University of Arts and Crafts and director of the Design Strategy Research Center, on how to serve the transformation of old and new kinetic energy, how to release the dynamic vitality of talent cultivation and growth, and promote the high-quality development of higher design education.

The reporter interviewed Professor Sun Lei.

Reporter: We noticed that in the just-concluded 20 18 professional entrance examination, nearly 60,000 art candidates applied for Shandong University of Arts and Crafts, setting a new high for the school. What do you think is the main reason for this phenomenon?

Sun Lei: That's true. In the past five years, the number of students enrolled in various categories of art in our school has increased to varying degrees every year, which has both objective and subjective factors. There are various reasons, which I think can be roughly divided into three aspects.

First, the potential energy driven by new technologies and new economies around the world. With the development of global economic integration, under the impetus of Internet, Internet of Things, cloud data, artificial intelligence and other technologies, new economic models such as creative economy, experience economy, sharing economy, support economy and free economy are constantly emerging, and the design methods and thinking driven by traditional artistic concepts can no longer meet the needs of new economic development. How to stand out in the tide of "information+intelligence", generate creativity and create fine products is the future development direction of design, and it is also the place that design education needs to pay attention to.

Second, the kinetic energy impulse formed by the national innovation-driven strategy: in the process of changing the current industrial competition logic and gathering innovation to supply kinetic energy, design, as an intermediate intellectual industry, has the characteristics of strong industrial integration and strong industrial birth. As a sub-industry of producer services, it not only vertically intersects with traditional agriculture, manufacturing and construction, but also vertically intersects with life services such as business services, culture, tourism, sports, real estate and other fields such as finance, transportation and high technology. This has created conditions for activating the innovative quality of other industries, generating new formats, producing high value-added products and broadening the space for creating wealth and employment. As a state quantity of potential energy transformation, design will surely become one of the new driving forces for the development of middle and high-end economy.

The third is the potential thrust formed by the orientation of running schools and the top-level design. As a discipline that pays equal attention to applied research and practice, the task of design specialty setting is to meet the needs of society first, not just the development of the discipline. We should take the curriculum teaching reform as the core, and transform the leading role of the discipline into the supporting role of the discipline. Therefore, as a single art university, how to cultivate diversified and innovative applied design talents leading social development and highlight the characteristics of talent training has become the focus of the school. Since its establishment, the school has identified art design as the priority major of our school, and in 2007, it took the lead in putting forward the "innovative practical teaching system" in China, and defined the training goal of "innovative and applied design talents". In the next ten years, the school closely focuses on the main line of innovation and practical talent training, linking the two ports of talent training and social demand, covering the whole process of education and teaching, adapting to the development mode of diversified training and talents, and finally serving the realization and quality standards of art and design talents, serving the national and regional economic, social and cultural development, and making great progress in talent training objectives, talent training specifications and talent training quality. This is also the "magnetic field effect" brought by the endogenous motivation such as precipitation, reserve and innovation of the school for a long time.

Reporter: You just talked about the concept of conversion between old and new kinetic energy. At present, Shandong Province is upgrading its new industrial advantages, including cultural creativity. How to understand the role and value of design education in the transformation of old and new kinetic energy and the promotion of cultural and creative industries?

Sun Lei: In fact, China is a nation that advocates "resigning the old and welcoming the new", and the Spring Festival is a typical transformation platform of "resigning the old and welcoming the new". The "old" here does not mean bad, unless it is the dross that hinders development. The key is to look at the changes in the environment and the update of rules, examine the places that are not suitable for changes, and adjust, charge and shift gears in time. The so-called "new" is just a creative development on the basis of changing the old. No matter whether it is new kinetic energy or possible energy, it will not destroy itself or create itself, but will only be transformed from one form to other forms or from one field to more fields as needed.

Judging from the external environment faced by design education at present, new development potential energy and kinetic energy have basically taken shape. Personally, I think that today's design education is in a new development coordinate formed in the 40 years of reform and opening up, which has both opportunities and challenges. Mainly manifested in three overlapping development turning points. First, the turning point of transformation. Shandong is an important province with economy, resources and population. At present, traditional industries account for about 70% of the industry, and heavy chemical industry accounts for about 70% of the traditional industries. At present, with the structural reform of the supply side and the transformation of the new economic normal, these two "70%" in Shandong are bound to complete new development through the transformation of power, which is a huge challenge. Structural problems such as long-term lack of growth in emerging industries, mismatch between supply and demand, insufficient supply of design innovation and poor product design quality all need to be fundamentally adjusted from the inside out, which puts forward a new direction for our higher design education and talent training.

Second, the inflection point of quality. Some time ago, I read a book written by an American, The Chinese Dream: The Rise of the World's Largest Middle Class and Its Influence, which objectively described the rapidly growing middle-income group in China and its socialized influence on the creation of a "new way of life". These increasingly large consumers in the post-material era have a clear aesthetic taste that conforms to contemporary commercial aesthetics. They pay more attention to the high value, high quality and high cost performance brought by the design of "light innovation". It is predicted that by 2020, 8 1% of China's total consumption growth will come from middle-income groups. The arrival of the "new middle-income bonus" indicates that creating subdivided professional goods, providing high-quality products or services and satisfying their values, aesthetics and consumption views will become an important driving force for this new consumption era and new services, and also point out the direction for the construction of training specifications and curriculum system of higher design education.

Third, the turning point of talent. According to Max's Blue Book of Employment Report for College Students in China, the employment rate of design undergraduates in 20 15 years has been above 90% for nearly three years, and their monthly income has been stable in the top three of the top ten majors, with an obvious growth rate. These data reflect that the knowledge structure foundation of China's innovative talent echelon is changing from science and engineering to design. This change of talent knowledge quality structure is affecting the overall appearance of design education in China. The demand change of knowledge structure and the diversification of design talents are also revealed in the current entrepreneurial upsurge, especially in the startup companies in the technology and cultural and creative industries.

Reporter: Then, can you analyze the transformation of kinetic energy between old and new education for us in combination with the reality of current higher design education and classroom teaching? 1 2 ;