Cultural Industry Comments: The Central Urban Work Conference was held after a gap of 37 years, and the conference pointed out that it is necessary to strengthen the planning and control of the city's spatial three-dimensional, plane coordination, style integrity, cultural continuity and other aspects, and retain the city's unique regional environment, cultural characteristics, architectural style and other "genes". It is necessary to protect and promote the fine traditional Chinese culture, continue the historical context of the city, and protect the cultural heritage left by predecessors. It is necessary to combine their own historical inheritance, regional culture, and the requirements of The Times to create their own urban spirit, establish an external image, and gather people's hearts at home.

The development of cultural and creative industries, from a strategic point of view, is conducive to promoting the construction of a strong cultural country; From the actual point of view of urban development, it will accelerate the city to achieve "innovation-driven, transformational development". For cities, there are three feasible paths for the development of cultural and creative industries: first, the reconstruction of old areas and urban renewal; Second, resource development and cultural deduction; Third, establish flagship projects to achieve comprehensive operation. Take a look at the article of Mr. Li Wuwei, known as the "father of China's creative industry".

Author: Li Wuwei (renowned economist, Vice Chairman of the 11th CPPCC National Committee)

Source: Science Advances (Issue 63)

Main body

The development of cultural and creative industries, from a strategic point of view, is conducive to promoting the construction of a strong cultural country; From the actual point of view of urban development, it will accelerate the city to achieve "innovation-driven, transformational development". At the same time, the penetration and integration characteristics of cultural and creative industries can effectively promote industrial innovation. On the one hand, due to the gradual increase of business costs, the industrial structure of the city is constantly adjusted, leading to the decline and relocation of some traditional industrial enterprises. After the urban manufacturing industry is transferred out, it may lead to the consequences of urban industry hollowing out, and the limited land resources objectively determine that the city can no longer develop low-end manufacturing, so many cities choose high value-added manufacturing and modern service industry as the main direction of development. On the other hand, the production links separated from the manufacturing industry have been integrated into the service industry under the support of technological development and human resources. Because any manufacturing industry its front-end design, back-end marketing, planning, but also brand building, these can be integrated into the service industry. This kind of creative production parts separated from the production links of different industries in the manufacturing industry are gathered into a new industry, that is, the cultural and creative industry. Cultural and creative industries have no pollution and relatively high added value, which has become a very important direction for the development of urban industries. Our country has proposed to take cultural creative industry as a pillar industry.

I. Feasible path for the development of cultural and creative industries

Summarizing domestic and foreign experience, there are three important feasible paths for the development of cultural and creative industries:

1 Old area reconstruction, urban renewal

The organic combination of cultural and creative industry and the reconstruction of old urban areas can avoid the interruption of urban context, not only can preserve buildings with historical and cultural value, but also through the cross integration of history and future, tradition and modern, east and West, classic and popular, add a cultural landscape of blending history and modern to the city, which not only has a huge promotion effect on the development of urban economy. Moreover, it makes the city more charming, giving people the sense of prosperity of the city, the depth of cultural heritage and the vitality of The Times. For example, the South bank of the Thames in London, Britain, the Ruhr district in Germany, the Soho district in New York, and the Otaru Canal in Hokkaido, Japan, are all areas with intensive creative industries. These areas have transformed the factories and warehouses built during the rapid development of manufacturing in the 19th century into creative industries. These old buildings retain the cultural heritage of the city, well combining cultural inheritance and innovation, not only to protect the history, but also to become a driving force for sustainable development.

In the world, the most famous is the transformation of the Ruhr region in Germany. Ruhr is Germany's coal and steel industry base, its coal, steel industry is resource-based, coal mining later dried up, steel demand also reduced, this place needs to be transformed, the result is to transform the Ruhr District into an industrial landscape park. The transformation of the Ruhr district is a process from an industrial production area to a commercial and cultural consumption area. The Germans did not take the method of large-scale demolition and construction, but saved a large industrial base. After more than 10 years of renovation and revitalization, the dilapidated industrial area has been transformed into a new concept of modern living space. The transformation of the Ruhr District is led by the government. The Federal and NRW governments have always attached great importance to the transformation of the old industrial base and the transformation of economic structure in the Ruhr District, and have set up special agencies responsible for the formulation of economic restructuring policies, planning, project approval and financial assistance. This restructuring has been one of the most important aspects of the work of the NRW government. At the same time, they used modern technology and old factory buildings to establish the world's famous Red Dot design Center and design museum. Red Dot Design Center regularly holds Red Dot international design competitions and exhibitions, which not only attracts the participation of designers from all over the world, but more importantly, provides support for the innovation and upgrading of traditional industries.

The transformation of Ruhr District is also characterized by mechanism innovation. In 1920, Germany decentralised the Ruhr Coal Development Association (SVR), the highest planning body in the Ruhr region. This planning agency was expanded with the development of the region and developed into a state federal authority. In response to the problems existing in the Ruhr District, the association put forward the general development plan of the Ruhr District in 1960, and as a decree required the whole district to strictly comply with the implementation; A 10-year International Architecture Exhibition program (IBA) was also established in 1989. In these plans, measures were mainly taken in six aspects: ① to reduce the excess production capacity of the coal and steel industries. ② To promote the transformation of scientific research results, the design of things into actual products. Strengthen environmental protection and improve the urban environment. ④ Improve the cultural and recreational facilities in the area. (5) Develop educational undertakings and train talents needed for the development of cultural and creative industries. Improve the transportation network, forming a line of industry, culture and tourism. The goal of the transformation and transformation of the Ruhr District is the overall profit, not the immediate profit, the profit of a single project, but the overall profit of the entire region, including parks, cultural and entertainment venues, design centers and other facilities. In 2010, the Ruhr region was named the European Capital of Culture.

Shanghai is the birthplace of China's modern industry, with a complete range of manufacturing industries and a solid foundation, with a large number of old factories, old warehouses and other excellent historical buildings, which reflect the unique style, artistic characteristics and scientific value of Shanghai's industry in different periods, but also become the witness of the growth of Shanghai's national industry, with considerable historical and cultural value. Many old factory buildings, old warehouse space is very suitable for internal transformation. Therefore, these old factories and old warehouses provide a good resource for the city to develop cultural and creative industries. Among the creative industry parks currently listed in Shanghai, more than 70 creative industry parks are transformed from old factories and old warehouses.

2. Resource development and cultural interpretation

Resources are the basic elements of economic development. A certain resource object always has to cooperate with a certain productivity in order to become a practical and useful resource. At different stages of development, the utilization rate of various resources and their contribution rate to economic growth will change, and the dominant resources will be replaced and expanded. In the process of traditional economic development, labor, natural resources and capital occupy the main contribution position of economic growth. At this stage, the development of human capital depends more on the existence and application of other local resources. However, after entering the era of knowledge economy, the situation has changed, the dominant resources have changed, and human resources and knowledge have become the dominant resources and driving forces. When human creativity becomes the main resource, the connotation and extension of resources will be more profound and extensive, and some material carriers with historical accumulation, folklore, folk customs, novels, etc. can be included in the scope of resources for development and utilization, and become resources to promote economic growth. The effect of this development and utilization depends on people's creativity and cultural interpretation. A successful example of the development of a material carrier for the accumulation of history is the reconstruction of the wreck of the Gothenburg in Sweden. The exterior of the ship has kept its original appearance, but the interior machinery is modern. The rebuilt Gothenburg once came to China to communicate with us along the original Maritime Silk Road. Chinese folklore, such as "Cowherd and Weaver Girl"; There are also folk customs, such as antithetical songs, etc., which are historical and cultural resources that can be developed and utilized. Chinese novels such as "Journey to the West" and "Romance of The Three Kingdoms" are not only used by ourselves, but also by foreigners. For example, South Korea and Japan made "Journey to the West" and "Romance of The Three Kingdoms" into animation games. The panda is a cultural resource of China, but the United States made it into the movie Kung Fu Panda. Therefore, historical and cultural resources can drive economic development through creative development.

The process of cultural deduction has many forms, among which there are two very important forms: "show" and "gather". "Show", is through the performance of the interpretation of culture, such as Guilin's "impression · Liu Sanjie", Songshan Shaolin Temple "Zen Shaolin · Music ceremony", Taishan's "Zen ceremony", etc., this is the form of "show". "Show" has now become an important form of expression of tourism products and services, which can continue the essence of traditional culture through high-tech and multimedia means, and have innovation and development. These performances have achieved innovation on the basis of inheriting history and culture, not only achieving good social and economic benefits, but also promoting Chinese culture. For example, the large-scale song and dance drama "Impression · Liu Sanjie" began to perform in 2004, and received about 1.6 million audiences and more than 120 million yuan in ticket revenue in three years from 2006. At the same time, it also stimulated the tourism industry, and the total tourism revenue of Yangshuo County increased from 400 million yuan in 2003 to 965 million yuan in 2006, an increase of 565 million yuan. "Gathering" is to gather together related cultural resources to form a park form. For example, the Overseas Chinese Town in Shenzhen and the Chinese Dinosaur Park in Changzhou are cultural interpretations of theme parks. Although there are a large number of theme parks in China that are not very successful, there are also successful cases. Xiamen Cattle farm brings together China's "cattle" culture: from the fire ox formation in the early Spring and Autumn period, to Zhuge Liang's "wooden cattle running horses", to the Tang Dynasty's five cows, and then the "ox", and now the "ox" of the stock market, all the images of "cattle" were re-organized and "gathered" together, and the results of Xiamen Cattle Farm is very popular.

Another successful case of "Ju" is in Changzhou. A Chinese dinosaur garden was built in Changzhou. The dinosaur garden is also dug out from the history and culture, when the Qianlong emperor went to the south of the Yangtze River, to Changzhou, to Changzhou the title of two words "dragon city". Changzhou believes that although there are no dinosaurs in Changzhou, a dinosaur park should be built in Longcheng. As a result, the theme park represented by Changzhou China Dinosaur Park sprang up and walked out of a unique road to success. In 2011, according to the global theme Attractions report jointly published by the International Theme Parks and Attractions Association, TEA, an authoritative organization in the international theme attractions industry, and AECOME Economics, Changzhou China Dinosaur Park ranked 11th among thousands of theme parks in Asia and 4th in China. The success of Changzhou Dinosaur Park has five important Revelations: ① The theme of dinosaurs is preconceived and occupies the market. Changzhou Dinosaur Park is the first dinosaur park in China. As the first dinosaur culture theme park and the largest dinosaur museum in China, the Dinosaur Park preconceived and occupied the huge youth consumer market and obtained a stable development space for related markets. ② Industrial expansion, brand cultivation, expand influence. Changzhou combined with the development of cultural and creative industries, and joined hands with Hongmeng Cartoon Group, with the help of animation elements, filmed an animated film "Qiqi Adventures". Two small dinosaurs, one named Qiqi and one named Kezhi, show the main scenic spots of Changzhou through the experience of these two small dinosaurs to play in Changzhou. ③ Comprehensive supporting, from a single scenic spot to a tourist complex. Based on itself, Changzhou Dinosaur Park constantly improves the products and services of the park. At the same time, Dragon City Tourism Holding Group, the controlling party, has built commercial supporting facilities such as hot springs, holiday centers, theaters, water attractions and shopping centers with the Dragon Garden as the core, enhancing the comprehensive attraction of tourists and developing the Dragon Garden from the initial museum into an attractive tourist attraction. Then it becomes a tourism complex with significant functional significance. ④ Multi-channel promotion and continuous development of the market. In 2004, Changzhou Dinosaur Park collected the oldest Oriental auspicious bird fossils in the world, and successfully attracted the attention of the media by holding a national press conference on fossil research results, which was quickly known to the tourism and science science industry, and indirectly contributed to the 2005 China Paleontology Conference held in Changzhou China Dinosaur Park. ⑤ Formulate industry standards and lead the development of the industry. The Standardization Administration issued the "China National Standard Announcement No. 14, 2011", in which the national standard "Theme Park Service Specification" drafted by Changzhou China Dinosaur Park Co., Ltd. passed the audit and was officially implemented on December 1, 2011. The standard is the first national standard in China's theme park industry and applies to theme park tourism services as well as tourism services at general tourist attractions. Changzhou Dinosaur Park has taken the lead in the industry competition by participating in the formulation of standards.

3. Establish flagship projects to achieve comprehensive operation

Cultural flagship projects lead to the regeneration of the entire local economy through the construction of opera houses, art galleries, performance facilities, conference facilities, sports facilities and cultural events. In the late 20th century, Western countries built cultural flagship projects, cultural and entertainment districts, theater zones, cultural plazas, and conference centers in urban centers, which integrated the mixed-use development of museums, art galleries, shopping centers, retail stores, hotels, restaurants and other facilities, reflecting the connotation of complex facilities. The city of Sydney in Australia has become an attractive city thanks to the construction of an opera house, which is operated by a flagship project to drive the development of the entire city. Its function is to integrate cultural activities with real estate plans and commercial functions to promote the interaction of the market and achieve a successful market effect. Basset believes that cultural flagship projects can stimulate local business groups to engage in art-led development, to promote urban renewal and cohesion, and attract people to return to the city; It can provide job opportunities for arts and cultural workers, promote the expansion of benefits of other consumer industries, strengthen the image of the city, and enhance the competitiveness of the city to attract internal investment.

A famous case in China is the South China Sea Guanyin Project in Sanya, Hainan Province. Sanya City uses traditional culture to develop flagship projects and promote the development of tourism economy. In the 1990s, the economy of Hainan Province was once quite difficult. Although Hainan Island had rich tourism resources, it had no funds to develop them. Sanya Nanshan Buddhist Culture Park is located in a very desolate fishing area, no funds how to develop it? In Chinese traditional culture, there are legends of "Guanyin of the South China Sea" and "happiness as East China Sea, longevity as South Mountain", which are mentioned in "Journey to the West". Sanya Nanshan District is the use of the "South Sea Avalokitesvara" legend, the area into a cultural tourism area, their development concept is "big ecology, big culture, big education, big tourism". Nanshan District negotiated with the Buddhist Association and, with its consent and support, built the Nanhai Guanyin; And with the legend of "happiness as East China Sea, longevity as Nanshan", a "happiness Street" was created in the Nanshan area. The ecological environment of that place is better and conducive to health, so it is called "Fu Shou Street". Plan through this idea, and then attract investment. Many companies look to build the South China Sea Guanyin, build the South Mountain temple, think that it is sure to make money, are willing to invest. The construction of Nanshan Temple is related to Buddhism, so many men and women are willing to donate, and the merit tablet inside Nanshan Temple records that many people donate. In this way, there are investments and donations, and the total fund is several hundred million yuan