With the development of the cultural
creativity industry, establishing all kinds of industry zones has
become an important measure in enhancing cultural productivity, developing
creative economy and enhancing size effect. A great number of factual
practices have demonstrated that in order to make industry zones bring
about good benefits, we must master the following rules and strategies:
First, Competition pushes innovation. There is bound to be fierce
competition if a relatively small area is crowded with a large group
of cultural creativity companies. However, generally speaking, to
keep moderate competition pressure is healthy, for no company can
maintain long-term technological advantages, and if a company wants
to be competitive in technology, it has to increase investment in
R&D. As a result, many cultural creativity zones both home and
abroad, no matter large or small, are actively participating in competitions
and increasing the company and government’s R&D investment especially
by means of encouragement, assistance and support. Most of the increase
rates in R&D investment have reached over 2.5%, and some even
reached 3-4%, much higher than the average investment rate of medium-developed
Countries. Besides, the creativity and output rate of scientific products
of the companies in those industries zones has greatly exceeded other
regions, making the of those areas evolve to gathering places of cultural
productivity, and new gardens where “creativity＋culture＝wealth”.
Second, we can utilize the advantage of co-living. Since the cultural
creativity industry is a community, whose development is interwoven
with industries of digital technology, network, telecommunication,
manufacturing, agency and marketing. So the realization of a certain
industry’s functions must depend on efficient support of a group of
auxiliary industries. Besides, the needs of clients and consumers
are varied and multiple, therefore, the development of the cultural
creative industry demands cooperation and service of other companies
with different functions in the industry zone. Consequently, to establish
a healthy cultural creativity industry zone, we should be good at
designing industry sectors and adjusting industry structure, so that
we can lower cost, and share public facilities like land, water, electricity,
factory buildings, office buildings, information sharing equipment,
air-conditioners and waste water treatment services. In this way,
it is helpful for suppliers to offer various auxiliary services, and
also beneficial for us to obtain investment and services provided
by government and other public relation agencies.
3. Transfer of Cultural Tradition. The core objective of cultural
creativity industry is to create cultural value which is created by
human being. The creativity and creative awareness of human being
prepare for the cultural psychology which is necessary for inheriting
the tradition. Primitive creativity, integrated creativity, as well
as re-creation after absorption and digestion need to carry on beneficial
cultural tradition. In order to improve and make good use of the unused
spaces of the cities and build a new cluster of cultural functions
and creative industry, the humanistic environment of the area should
be combined first to carry forward the culture and human resources
of the local industry, with creative spirit starting the industrial
space and new content added to the industrial zone. Such cultural
tradition makes great differences. Therefore, many successful industrial
clusters of cultural creativity depend upon a certain university,
research institution or enterprise. For example, Tongji creative industrial
clusters in Shanghai depends upon Tongji University’s expansion capability
in terms of architecture, engineering, development of environmental
protection, etc; Tianmian creative industrial zone in Shenzhen depends
upon a group of enterprises engaged in design; the creative industrial
zones in Hangzhou such as LOFT49 depend upon the creative vigor of
China Academy of Art. In addition to taking advantage of “knowledge
resources” of universities, another important reason lies in the humanistic
spirits of science, creativity and emphasis on development advocated
by universities, institutions and enterprises, which could make great
differences.
4. Establishment of New Business State. With the expansion and reconstruction
of the cities, and the improvement of the urban ecologicalized environment
, more and more cities strive for an urban style industry which is
basically characterized by low energy consumption, little resource
consumption, small occupation area, little pollution or zero-pollution,
high economic value added and good sight effect. Good clusters of
cultural creative industries could limit those dying industries and
absorb those knowledge-oriented service industries including architecture,
design, software, exhibition, mass media, etc. The industrial patterns
should be greatly emphasized such as urban-style design, research
& development, fashion and other creative industries; these industries
are talent-intensive and technology-intensive, and are often conducted
in buildings and communities; industries such as software, cosplay,
games, etc are related to each other, and often gather around software
industrial zones, shaping a business state of technological development
area; and industries such as printing, packing, etc are a kind of
service manufacturing which emphasizes economies of scope, so industrial
zones are often adopted. With the development of cultural creative
industry, newer industries which suit better the development of productivity
will emerge definitely.
5. Upgrade of Differential Rent. Differential rent does exist in agricultural
production; it mainly influences production efficiency of different
lands in agricultural productive activities. However, in creative
economic activities, differential rent not only influences the increase
of production efficiency, but also shapes a group of creative industrial
clusters due to intension of creative talents and creative information,
which directly results in clusters of industrial activities, absorbs
more powerful enterprises of brands and market prospects and thus
upgrades the differential rent in this area. A proverb “Shop considers
customers first, and customers are proud of shop” reveals the complementary
relationship between clusters (like hotels) and enterprises (like
customers).
Six, we can promote economy of scale. The gathering of cultural creativity
industries in place can lead this industry to the development of “scope
economy”. That is to say, in an area where industries are relatively
gathered, the products of an industry can be the input of another
industry. For instance, the intelligence products of R&D industry
can be applied into printing&packing industry, and products of
the printing&packing industry can be used in the industry of advertising
and mass media, moreover, products of the advertising industry and
mass media can be taken as the production elements of exhibition industry.
This phenomenon resembles that of the coral reef in subtropical seas.
The coral reef gathers a variety of water plants, which attracts lots
of planktons, and draws on large and medium-sized fish. The wastes
discharged by the fish as fertilizers nurture more water plants in
return. So when many related cultural creativity industries gather
in a single industry zone, they can lower the cost of transportation
and push productivity considerably, therefore promote the economy
of scale.
Hua Jian: director and researcher of the CRIC of Shanghai SSA, contributing
researcher of the International Cooperation Center of the National
Development and Reform Commission, strategy consulting expert of Shanghai
municipal government, master tutor. He has been engaged for long time
in the research and strategy consultation for cultural industry, creativity
economy, cultural investment and cultural strategy, having gained
rich experiences. Having headed more than ten key national and provincial
research projects, as well as projects for the World Bank, he has
also led other important projects including “Impression?Overall Evaluation
and Prospect of the Liu Sanjie Cultural Industry Development”, “The
Development Mode of the Animation&Game Industry Base in West Regions
of China”, “The Inner Structure and Competition Strategy of Creativity
Industry Zone”, “The Planning of Cultural Industry in Jincheng City”
respectively in Shanghai, Guangdong, Guangxi and Sichuan provinces,
which obtained widespread praise. He has also published many famous
books home and abroad, among which “Culture＋Creativity＝Wealth” is
listed as one of the ten best sellers by Taiwan National Cheng-Chi
University Enterprise Management Research Institute. Also he was once
a member of the expert team by invitation for drafting “The National
Culture Development Outline”. He was awarded important prizes home
and abroad for many times and was once a visiting scholar in Canada.
E: huajian@sass.org.cn |
