Wang Yicheng, Yang Yang, Ma Renfeng袁 Wu Dandan, Wang Tengfei

This paper analyzes the present situation and spatial distribution of the cultural and creative industries in Province, and identifies the four typical models of the development of Zhejiang Cultural Creative In- dustrial Park, such as 要 site transformation, government-led, school-park cooperation, market- It is suggested that the selection of the cluster development model of Zhejiang's cultural creative industry should be coordinated by the government-led, multi-level and regional focus of the market, focus on cultural excavation, personnel training and other major initiatives , prosperity of Zhejiang province Cultural and creative industries. cultural and creative enterprises; cluster; development model; cultural Creative Industrial Park; Zhejiang

The creative industry originated from policy rather than academic research, and the UK Creative Industries Task Force defines it as: From the personal creativity, the skill and the tal- ent, through the intellectual property development and the application, has the creation wealth and the employment potential industry. [1] Cultural and creative industries subsequently devel- oped rapidly in Europe and the United States, with its knowledge agglomeration, high relevance of industry and high value-added characteristics, which became one of the pillar industries of the Western countries. Cultural and creative industries located in the cultural industry value chain upstream, [2] can reorganize the production chain of cultural industries, catalyzing the sec- ond to third industry of Cross-border integration. [3] Zhejiang in Zhejiang Province construction of the outline of cultural and creative industry development plan in Zhejiang Province, the cul- tural and creative industries to promote the economic development strategy of Zhejiang Province, emphasis on the development of industry and potential industries, and expected to form a cultural and creative industrial park, cultural and creative industries cluster area, Cre- ative urban three-level space. As the basic carrier of cultural and creative industry development, the cultural and creative Industrial park has received wide attention in the whole province, but in its rapid development, there appear real estate "commercialization" "non-creative" etc. This paper comprehensively combs the advantages and disadvantages of the development model of Zhejiang Cultural Creative Industrial Park, in order to guide the scientific construction and de- velopment of the cultural and creative Industrial park, and to improve the quality of the devel- opment of Zhejiang's cultural creative industry.

National Natural Science Foundation of Research on the mechanism of creative industry to urban spatial reconstruction: A case study of Shanghai, and ( 41301110) 43 Creative Economy

The advantage concentrates in the humanities resources rich, the article creation product market demand is broad. Zhejiang, as a province of cultural resources, natural, humane re- sources, under the jurisdiction of the one a prefecture-level cities have their own characteristics of cultural resources; The richness of cultural resources attracts a large number of universities, research and design institutes and studios, and enhances the development and design of the cul- tural creative industry in Zhejiang and the ability of talents training. The location of Zhejiang is superior, [4] has a certain scale of industry, [5] with the economic and cultural exchanges at home and abroad frequently. Superior location conditions, deep cultural resources, systematic talent training to expand the cultural and creative products market, set up a brand of Zhejiang culture and creative products. The disadvantages are reflected in unbalanced regional development and irrational eco- nomic behavior in the operation of the park. In the cultural and creative industry planning, Zhe- jiang has identified ten industrial agglomeration areas and developed cultural and creative in- dustrial parks. In fact, the development of cultural and creative industries is uneven. The cultur- al and creative industries in Hangzhou have developed rapidly, and the number and scale of in- dustrial parks are in the dominant position in the province. [6] but other regions, in particular, the Zhejiang-China region, affected by natural and economic factors, the development of cultur- al and creative industries is lagging behind; there is a situation of agglomeration and economy between the established cultural and creative industrial parks and the enterprises introduced, which seriously restricts the development of cultural and creative industries; [ 7] In addition, in the introduction of enterprises, the industrial park, the existence of fuzzy positioning, industrial chain incomplete phenomenon. The development of Zhejiang Cultural creative industry is facing the adjustment of nation- al economic policy and the macroscopic opportunity of endogenous economic development. With the increase of national attention to the cultural industry and the development of support policies, more and more private capital flows into the cultural and creative industries; with the increase of living standard and consumption capacity of the urban and rural residents in Zhe- jiang , the consumption of cultural products by residents has also increased year in years. The development strategy of Zhejiang's marine economy is also an opportunity for cultural and cre- ative industries, and how to combine the cultural and creative industries with the development of marine economy is an urgent problem to be solved. In recent years, the development of cultural creative industry in Zhejiang is facing a certain dilemma. The cultural creative industry structure in the province needs to be optimized, such as the overall situation of the cultural and creative industries in Hangzhou is developing well, the eight major cultural and creative industries are only the positive increase in education and train- ing, among which the art industry's growth is -33.5%; big business development and expansion squeeze the SME market, Increase the difficulty of small micro-enterprise development. In ad- dition, the prefecture-level cities are not enough for their own culture, the industrial park devel- opment is not clear. Some prefecture-level cities have insufficient attention to the development 44 Reflections on the Development Modal of Creative Industry in Zhejiang Province of cultural creative industries, which has seriously affected the overall research and develop- ment of cultural creative industries. Outside the province, Zhejiang faces competition with other cultural and creative cities. These need to be adjusted in time for the development of Zhejiang to deal with the threat.

2005 In the past years, the cultural and creative industry of Zhejiang has developed rapidly, and the typical industrial park has formed a certain scale . On the industrial layout, Hangzhou has become the center City of Zhejiang Cultural creative industry, and also one of the important cultural and creative industrial bases in China. Ningbo, and have become the important agglomeration centers of Zhejiang's cultural and creative industries, and have formed an industrial system. Each prefecture-level cities have created a group of cultural and Creative industrial parks with regional characteristics, but there is a phenomenon of empty garden after the industrial park has been built because of lack of market support. In the industrial structure of the park, the proportion of cultural manufacturing industry is relatively high, and the high-end aspects of creative conception and design need to be upgraded. The value of the industrial park, although the increase in cultural industry is increasing, but the size of the enterprise's assets, output scale, profit scale, small tax scale, especially for small and medium-sized enterprises face the competition of large enterprises, enterprise development has been affected.

Cultural Creative Park is the carrier of cultural creative industry, local development of cul- tural and creative enterprises and the formation of agglomeration, and then the formation of cul- tural and creative industrial clusters. This article selects the $number Cultural Creative Industri- al park in Zhejiang Province, which includes the industries of art, industrial design, information software, cartoon games, architectural design and media publishing, as well as potential indus- tries such as advertising planning, consulting services, cultural exhibitions, educational training and creative agriculture. Use Arcgis to analyze the nuclear density and analyze the data in the University of Zhejiang province. Nuclear density analysis is used to calculate the density of elements in the surrounding neighborhood, and [8-9] can be either a line density or a point density. This paper extracts the cultural Creative Industrial Park center of Vectorization Location Point as a point of element, point out the location of the industrial park. Divides the density into the 4 level, and the higher the density value renders it dark. Visualize the distribution density of industrial parks in the province, this paper analyzes the spatial distribution of cultural and cre- ative Industrial park in the whole province and the city, and the agglomeration form of each in- dustrial park; buffer analysis The location point of Zhejiang University (undergraduate, special- ty) as a point factor, [ten] set point-centric 5000m the scope is the university radiation, explores the relationship between the radiation and the park in the space.

45 Creative Economy

Nuclear density Analysis Chart the spatial layout of Zhejiang Cultural Creative Industrial Park shows the layout of Hangzhou as the Center City, Ningbo, Wenzhou, Jiaxing and so on. Hangzhou's cultural and creative Industrial park in the number, scale, agglomeration benefits are in the dominant position; Ningbo, , Wenzhou, Jiaxing Cultural and Creative Park de- velopment also has a certain scale, the rest of the city park layout is relatively decentralized, dif- ficult to form industrial agglomeration. In view of the spatial distribution within the city, the cultural creative Park in Hangzhou is mainly distributed in West L. , , , and with the trend of the creative garden in , and the cultural creative garden in Ningbo is mainly distributed in and Jiangdong District, and the Wenzhou Park is concentrated in and Lucheng District. Most of Zhejiang's parks are located in urban high-tech zones and higher education areas, relying on the advantages of economy, technology, talent and environment.

Buffer analysis Diagram The distribution of industrial parks in space is closely related to the distribution of universities. From the distribution of the city, Hangzhou cultural and creative Industrial Park relies on Hangzhou's four major areas of higher education, Scenic Area, high-tech area. Subordinate County of the county also has the establishment of the cre- ation of a garden; Ningbo, Jiaxing, Wenzhou to form a certain agglomeration, located in their High-tech development zones, higher Education Park; , Jinhua, Shaoxing, Taizhou, , , Industrial Park in the layout of the form of the overall number of small, scattered distribution of the phenomenon, this and the city of the development of talent training, Natural conditions, economic development level, urban development orientation and other factors. In view of the relationship between the layout of the industrial park and the cate- gory of university, the degree of association between the college and the industrial park is high- er than that of the undergraduate college, because the training mode and the orientation of talent development are more closely related to the development of cultural and creative Industrial park.

According to the creation of the main body of industrial park and the way of creating the park, the industrial park is divided into the site reconstruction mode, the government leading mode, the Learning Park cooperation mode and the market leading mode .

The reconstruction of the old site is an economical and convenient way to transform the creative industry and the city. government-led mode is the general mode of Industrial park de- velopment, through the management of the Park Committee, to guide the development of enter- prises in the park, in addition to the Government to promote the development of industrial parks, the formation of cultural creative agglomeration. Park cooperation to focus on creative talent concentration. The cultural and creative Industry Park has the lead effect, and [a] creates creative products through creative design. Market-oriented models are placed in economically 46 Reflections on the Development Modal of Creative Industry in Zhejiang Province developed areas with market demand. These four kinds of industrial parks have their own char- acteristics and advantages. In fact, the development type of industrial park is the result of many mixed.

Site reconstruction, in situ establishment of industrial park, that is, the "LOFT mode " In- dustrial Park requires a large number of construction land, with higher development costs, espe- cially in the county level will face greater financial pressure, abandoned plant reconstruction is an ideal path. The method of rebuilding abandoned plant has the following advantages: (1) Price advantage. Abandoned plant is often cheap land, supporting facilities are relatively per- fect, only a certain transformation can be put into operation. The renovation area often rents rel- atively low. Attractive to creative people who lack capital. (2) Creative advantage. Old plant for creative talent, itself has an artistic connotation. The originality originates from the culture his- tory of the region, the waste plant itself carries this kind of culture. (3) building development advantages. Using the method of rebuilding the old plant, the history of the development of the regional industry is preserved and recycled. Zhejiang one in a prefecture-level cities in the com- mon existing site transformation, the local establishment of Industrial park case . Government-led, park-oriented management mode is the government through the creation of cultural and creative Industrial park, the establishment of park management company man- agement. Through the establishment of certain access conditions and the introduction of prefer- ential policies to guide regional cultural and creative enterprises to gather development . The advantages of this type of development model are: (1) planning for development advantages. The government combines the regional culture, plans the development direction of the creative industry in the region, through certain administrative and economic means attracts the cultural creative enterprise bag. (2) gathers advantage. The agglomeration is based on the government's ability to build a complete base industry chain, and the development of industrial parks is domi- nated by horizontal and diversified development. Through the agglomeration of industry, estab- lish the sense of competition and cooperation, improve the overall external competitiveness. However, there are hidden dangers in such development models: (1) government agencies in- volved in the day-to-day management of industrial parks, the emergence of excessive govern- ment management, restricting the development of enterprises. This kind of model also may ap- pear the enterprise introduces the direction unclear question, causes the labor-intensive, the re- source-intensive enterprise to enter, has hindered the region cultural creativity development. (2) in China, there is a weak sense of patent protection and inadequate laws and regulations, so that the accumulation of cultural and creative enterprises there are unstable factors. Industry devel- opment positioning similar enterprises may even exist in the phenomenon of plagiarism and theft. The study park cooperation, the Park Enterprise gathers the pattern is relies on the region university, cooperates with the Institute, will bring the creative talented person into the enter- prise, the reserve area creative industry development talented person. The advantages of the Learning Park Partnership model are: (1) talent advantage. Through the cooperation of the study park, the multi-level and systematic personnel training system from education, skills training to work practice is constructed. Enterprises can get professional talents through directional train- ing and commissioned training, and universities and research institutes rely on the development of the enterprises of the park to develop specialization and characteristic. (2) The advantages of 47 Creative Economy agglomeration among the parks. Through the cooperation of a number of cultural and creative industrial parks, the breadth of regional cultural and creative industries has been broadened to enhance the industry's ability to resist risks. The cultural and creative industries are character- ized by high risk and high investment in the creative conception development stage. In this mode, the construction of joint studios between the campus and the universities and the enter- prises is involved in the research and development, reducing the development risk and common profit . Market-oriented, leading enterprises to lead the development model is based on the law of the market, the establishment of leading enterprises as the leading, ancillary industries to carry out professional development. This type of model is through the cultivation of regional leading enterprises, the development of related industries, from research and development to the pro- duction of industrial chain. (1) specialization advantage. Through the establishment of regional leading cultural and creative enterprises, the extension of industrial chain, improve the degree of specialization in the park, improve the industry's ability to resist risks. Form regional industry development characteristics, enhance the regional industry's brand benefits. (2) in the context of the adjustment and transformation of the regional industry, it is clear that the industrial orienta- tion is combined with the regional cultural resources. The development of related industries, the extension of industrial chain, the original traditional culture industry, manufacturing and cre- ative industries, the convergence of the traditional industry to achieve new economic growth. There is also a risk of such patterns: (1) path dependencies. In the region to form a cultural and creative enterprise-oriented, affiliated enterprises for the auxiliary cultural industry groups. Be- cause of the industry within the product, technology, management, contact, organization and other aspects of lock, resulting in the industry group internal rigidity, loss of vitality and com- petitiveness. (2) external interference. In the context of economic globalization, the cultural and creative industries both face domestic market competition and compete for foreign markets. The cultural and creative industries of this type of pattern are at greater risk when the external con- ditions of industry dependence change.

The development of cultural and creative industry has a certain influence on the develop- ment of city and even urban agglomeration. [Grand] Industrial Park is the carrier of industrial development, and the choice of industrial park model has great influence on the development of regional cultural and creative industries. According to the relevant situation of Zhejiang Cultur- al and creative Industrial Park , the cultural output of the industrial park with the participation of state-owned capital is the 77.3% , the total number of industrial parks is the 52.6% , This shows that the private industrial park is mainly small and medium-sized, the scale of the nation- al capital is relatively large, and the industrial park with state-owned capital has advantages in capital, and its policy and economic support drive the value increment of the industrial park, and the market-oriented model has advantages in the local enterprise relationship, leading enter- 48 Reflections on the Development Modal of Creative Industry in Zhejiang Province prises to integrate industry and create industrial park. The advantages of local enterprises ' abili- ty to connect with others are not the same as those of other models, and the advantages of Learning Park cooperation, site transformation and government-led mode in improving the abil- ity of innovation and entrepreneurship. The study park cooperation, the old site reform pattern pays attention to the talented person resources, creates the innovation atmosphere. The govern- ment relies on its funds and policy advantages to create an ideal entrepreneurial atmosphere; Government-led, school-park cooperation, market-oriented model with its policy advantages, talent advantages, industrial system advantages to absorb a large number of employment talent.

The government-led and diversified mode of development is the development mode of cul- tural and creative industries. The construction of industrial park is inseparable from government support. In the government-led and diversified development model, the Government also plays the role of manager and planner. [Comment] this pattern is usually manifested in the construc- tion of industrial parks by local governments or state-owned enterprises, and the establishment of a park management committee for Management and Investment. In Zhejiang Province, for example,$number has a total of $number Industrial Park, the Government or government de- partments directly managed by the ten, by the CMC, incubation center and other government a- gencies to manage the to send a, The state-owned enterprise as the operating agency of the Panax Notoginseng . The output value of the cultural and Creative Industrial park operated by the government and the state-owned enterprise is 6718753.72 million, and the $number is the 77.3%of the gross output product of the year. The Top-down operation model has the advan- tages of short construction period, infrastructure and complete service, and high market recogni- tion. But there are hidden dangers, the government agencies too pursuit of industrial park output value and performance, for the industry planning and the development direction of the park is lack of clear direction; the cultural industry agglomeration area and the manufacturing park are attributed to the cultural and creative Park, which makes the industrial park become the ag- glomeration area of the enterprise, which can not.

The development of industrial parks by the government or private capital relies on the re- sources advantage of the region, and the private capital has enriched the regional cultural and creative industry. In the development and construction of the park and the management of the introduction of Marketization, has played a private management development style characteris- tics. The main business model of such a park is charging for rent plus value-added services. This business model determines that private capital is more focused on the development and construction of the park than the government-led model. The introduction of the development of the park market, to promote the regional industrial park has a greater momentum of develop- ment. Market-oriented competition makes each industrial park grasp the overall development trend of cultural creative industry, closely follow even guide the development of cultural and creative industries. Education and training industry, animation and games industry, information Services, culture and exhibition industry suitable for market-oriented development model. Re- gional economy more developed, residents of the spiritual and cultural needs of the region is 49 Creative Economy more suitable for the development of market-oriented cultural and creative industries. [19]

The two models are mixed with resource introduction and mixed development model. Through the joint venture between government capital and private capital, the management of the park has not only overcome the government's excessive interference, but also prevented the excessive pursuit of economic benefits and neglected the innovation and long-term development of the cultural creative industry, and the mixed mode has compatibility and integration. The model will be graded and planned to form different levels of development and different levels of the park, to form a benign competition. Through the government guidance will have the ag- glomeration effect, the correlation effect the park link up, forms the industrial cluster. In the re- gion to determine the development goals and phased planning, to support the regional leading park, the park's leading enterprises, point, all-round development.

In the actual process, a single mode of industrial park in the process of operation exposed a certain problem. In the creation of the industrial park, it is necessary to break the single devel- opment mode and destroy the form-dependent path. In practice, the creation of the industrial park can be the result of the mixed development model, and the diversification of the pattern forms the complementary advantages. The combination of the government-led mode and the Learning Park cooperation model not only includes the policy and capital advantage of the gov- ernment-led model, but also absorbs a great deal of creative resources and creative talents; the mixture of the site reconstruction mode and the market-leading mode has not only played the Low-cost advantage of the site transformation but also has the In addition, not only can choose diversification mode, but also need to learn from other types of industrial park construction model, derived from the emerging development model.

The development of cultural and creative industries, especially the development of cultural creative clusters, requires government support, and four development models need the partici- pation of the Government. Especially in the investment and financing, the cultural and creative industries small micro-enterprises have difficulty in lending, compared to the domestic cultural and creative industries in the development of a better Shanghai and other cities, financial sup- port policy is not obvious advantages. In the talent training system, it is necessary to establish a hierarchical and gradient training model. To create the material base to introduce creative tal- ents, to develop the talent training plan from vocational skills training to theoretical basic re- search in universities. Industrial specialization and corresponding cultivation. 50 Reflections on the Development Modal of Creative Industry in Zhejiang Province

For the existence of the cultural creative industry medium backbone Enterprises less, small micro-enterprises to follow the lack of power of the reality, the government needs to vigorously support small and medium-sized enterprises, optimize industrial structure, support leading en- terprises to promote regional industry development. On the one hand, it is necessary to deepen the excavation of regional cultural resources, to develop the characteristics and localization of regional enterprises, to enlarge the propaganda of regional culture (artistic creation, industrial design, social science consultation, exhibition tourism, etc.), and to create the brand with re- gional characteristics. On the other hand, with the enhancement of the residents ' cultural con- suming ability, the region should construct industry from according to residents ' cultural con- sumption intention " to " construct characteristic culture to guide the cultural consumption in- tention of regional residents " Stepped forward.

At present, the development mode of cultural creative industry in Zhejiang is dominated by government, and the development mode is mainly based on the market condition, but it needs to be optimized. The analysis of the spatial distribution of the cultural Creative Industrial park in the province shows that the market of cultural and creative industries is located in the coastal area of Zhejiang Province (Hangzhou, Ningbo, Wenzhou, etc.), the industrial development of this kind of region has good momentum, the initial industry scale, has the potential of forming re- gional industry impetus source The economy of nongovernmental capital is active, which con- centrates on more than half of the universities and research institutions in Zhejiang, and the en- vironment of industrial cultivation and infrastructure is good. To this end: (1) the development of cultural and creative industries in the coastal area is dominated by market-oriented, coopera- tive industrial parks, some of which have been reformed, and the local characteristics of the city can be excavated. The focus of the work is to support small micro-enterprises, improve the in- novative ability. (2) The geographical condition of Zhoushan in the coastal area is special, the cultural creative industry develops to excavate the religious culture, the marine culture primari- ly, the development ecology tourism, the multimedia production industry, the art design indus- try. (3) The cultural and creative industries of Jinhua in Zhejiang Province are based on its wood carving design, Hengdian film and television industry, commodity de- sign industry, which combines local characteristic culture industry with talent cultivation to highlight key industries. (4) Lishui, Quzhou because of its natural conditions, the city industry Development orientation reason, the cultural creative industry development is relatively back- ward. The development of this kind of region needs to depend on its own ecological resources superiority. At present, the government-led model is used to attract external funds and talents, and to focus on the development of eco-tourism, ecological agriculture and artistic creation. As a whole, the culture and creative industry of Zhejiang Province shows the development pattern of multi-level, multi direction, Wide field. From the Hangzhouwan and the coastal city area of the Zhong to the gradient of the Zhejiang area, each city is oriented to the development of the industry by focusing, distinguishing features, and grounding gas. (1) under the market-oriented background, give full play to the government-led advan- tages, guide the regional folk Capital, support the development of small micro-enterprises, pro- mote the development of the park. The development of cultural creative industry takes the cul- 51 Creative Economy tural creative Industrial Park as the carrier, according to the actual situation of each city, adopt the reasonable development type, the development process takes the industrial park as the cen- ter, strengthens the relations between the regions. (2) to form an industry-related network to ex- tend the industry chain. Depending on the high permeability and high connection of the cultural and creative industries, we should strengthen the connection with other industries and form a network between the park and the park to achieve the intensive development. (3) in the specific development of the park, clear direction of development and functional positioning. [click] to form leading enterprises, key enterprises, park development characteristics. Avoid the vicious competition among the enterprises in the park, and combine the diversification with the special- ization development. To improve the proportion of cultural and creative enterprises in the park, to enhance the overall competitiveness and aggregation of the park, to prevent the emergence of is not the same as the industrial park and " " to the development of the park. [21]

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