Shanghai's creative industries are divided into five categories: R&D design, architectural design, cultural media, consulting and planning, and fashion consumption. In 2006, the total value of creative industries in Shanghai exceeded 65 billion yuan, accounting for about 7% of the city's GDP. It is predicted that by 20 10, the total value of creative industries will reach more than 10% of the city's GDP and become one of the important emerging industries for Shanghai's economic growth.
What is the progress of Shanghai Creative Industry Park now? What is their predecessor? With questions, the author made a preliminary investigation.
1 Shanghai Creative Industry Park
Up to now, the Shanghai Municipal Government has officially announced the list of four batches of creative industry clusters in Shanghai, with a total of 75 clusters (excluding two unfinished ones) with a construction area of over 2.25 million square meters.
The fourth batch of creative industry clusters was awarded in June, 2006, 165438+ 10, with a total of 27 enterprises. Including Waima Road Warehouse, HSBC, Manufacturing Bureau, Laosihang Warehouse, Xinhuigu, Central Riverside 128, Peacock Garden, Jing 'an Creative Art Space, Fashion Brand Club, Gong Yuan Art Warehouse, Wuhuayuan, Jianqiao 69, Juweiyuan, Jinsha Valley, Xinxing Port, Rainbow Rain, Wen Ding Life, Changshou soho, Shanghai Radio and Television Cross-border, Shi Ming Street, etc.
2 Shanghai creative industries thinking
65438-0999 Liu Jidong, a designer studying in the United States, founded the earliest creative industry cluster in Shanghai-four-star creative warehouse. The rise of Shanghai Creative Industry Zone has revived the vicissitudes of warehouses and factories.
Shanghai's creative industry is in the exploratory stage, and there are still many problems. For example, most enterprises in the park are weak; Some parks lack clear positioning and planning, and supporting facilities have not kept up; Creative industry chain can not be effectively integrated and extended, and its value can not be fully realized: park enterprises are not good at building brands; Lack of human resources in creative industries: Creative industrial parks are still relatively unfamiliar to ordinary citizens.
In view of many problems existing in Shanghai's creative industries, the author puts forward corresponding countermeasures.
2. 1 Creative industries need the guidance and support of the government, build a public service platform and formulate a long-term development strategy.
Developing creative industries is an important part of Shanghai's main strategy of "revitalizing the city through science and education", and its development and maturity need the strong guidance and support of the government. The government should strengthen macro-control, formulate long-term development strategy and policy orientation, resist unfair competition, infringement and other bad behaviors, establish and improve relevant laws, regulations and policies, and provide a good social environment for creative industries.
In June 2004, Shanghai Creative Industry Center was established, which provided a public service platform for promoting the development of creative industries in Shanghai, including network information, investment consultation, intellectual property rights, personnel training, R&D design, international exchange and many other aspects.
2.2 Creative industries need to implement industrial agglomeration strategy, improve the infrastructure construction of the park and carry out regional innovation. Taikang Road Art Street has gathered many creative design institutions at home and abroad, which has promoted the development of the latest international visual creative design concepts. Only design and creative park has become an industrial incubator and talent re-engineering base in this field by making use of the academic advantages of surrounding buildings, planning and design industry and Tongji University.
Cultural and creative industries should implement the strategy of industrial agglomeration, and enterprises in the cluster should cooperate and compete to promote the innovative development of related industries and follow-up industries and promote the coordinated development of resources in surrounding areas. The sound development of the park needs good efficiency infrastructure, including public services, transportation and telecommunications, and modern creative infrastructure, including R&D facilities, venture capital and intellectual property laws, to ensure that the park becomes a highly competitive creative industry cluster.
2.3 Creative industries need to strengthen the market mechanism and build a complete creative industrial chain.
To become an international creative industry center like London, new york and Tokyo, Shanghai must build a complete creative industry chain that conforms to market rules. To establish a perfect creative industrial chain, we must strengthen the division of labor, cooperation and scale of enterprises in various parks, promote the penetration of creative industries into traditional industries, integrate and extend the industrial chain more effectively, transform artists' creative achievements into entrepreneurs' business resources, and realize the marketization and industrialization of creativity.
Take the animation market as an example, there is a big gap in the animation market in China. Shanghai should make full use of talent advantages, carefully design and develop downstream products such as game software, audio-visual products, comic books, and derivative products such as animation models, clothes and toys, establish influential animation brands, form a complete industrial chain, and explore domestic and foreign markets. Nowadays, Tianshan Software Park, X2 Digital Xuhui and other parks have started animation design, but further exploration and efforts are needed to truly realize a complete industrial chain.
2.4 Creative industries need to implement brand focus strategy and establish characteristic brands of parks and enterprises.
No.50 Moganshan Road has established the brand of "Shanghai Fashion Landmark" with modern art, and Tianshan Road Fashion Industrial Park features fashion design, while the Auto Expo features automobile R&D, exhibition and business.
After the regional accumulation of creative industries, it is necessary to make the region have a certain "symbolic value", that is, a brand with competitive advantages. The core of brand focus strategy is "brand conceptualization and value diversification". Brand conceptualization is to make the park known to the public and occupy a unique market space; Value diversification refers to the development of new products to meet the multi-level and diversified needs of consumers and maximize the sales of brand products. With the brand of * * * and the brand of enterprise personality, the park can take root in Shanghai.
2.5 Creative industries need to actively cultivate professionals and promote the development of creative industries with scientific and technological innovation.
According to statistics, at present, people engaged in cultural and creative industries account for 12% of the total employed population in new york, 0/4% in London, 0/5% in Tokyo and less than 1% in Shanghai. The lack of talents in creative industries has seriously restricted the development of creative industries.
At present, there is a shortage of original designers, cultural marketers and cultural managers in the development of creative industries. From original development, manufacturing to sales operation, to form a complete creative industry market system, every link needs professionals.
In April 2005, Shanghai school of visual arts was established in Songjiang University Town, focusing on cultivating all kinds of compound art design and management talents. The Shanghai Creative Industry Center and Shanghai Creative Industry Association established at the same time also provide a good platform for talent qualification. Shanghai is creating a harmonious, relaxed and free social environment by attracting, retaining and giving full play to talents.
2.6 Creative industries need to popularize creative culture.
The three architectural forms of "Shanghai": creative commercial street, LOFT office building and creative ecological residence, break the boundaries of commerce, residence and office, and become a creative "creative market".
The aim of Tonglefang is "artistic life, artistic life". The once "alley factory" still pays attention to the market culture, which is the real fashion creative space of "making happiness and enjoying the people".
The artist Chen Yifei once said, "Development does not depend on how many parks are created. We need a culture run by the whole people. " The whole society needs to vigorously advocate the spirit of national innovation, cultural diversity and tolerance, respect knowledge and talents, improve people's awareness and appreciation of creative industries, and form a social environment conducive to the development of creative industries.
3 Conclusion
Hawkins, the father of creativity, once said, "Creative industry is the soaring fire that ignites the wisdom of modern service economy".
Vigorously developing creative industries is an ideal way to adjust the internal structure of the tertiary industry and realize the transformation of economic structure, an important means to build advanced culture and an important embodiment to meet and serve the World Expo.
Shanghai's creative industry is still a teenager and needs better support, encouragement and healthy growth. We should learn more from foreign experience, constantly improve the professional level of creative industry personnel, and create more "China creations" and "Shanghai creations". At the same time, strengthen the protection of intellectual property rights, improve laws, regulations and policies, actively cultivate the market, create a harmonious social environment for creative industries, and build a creative industrial park with Shanghai characteristics.
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