1. What is meant by "cultural and creative industries"
The cultural and creative industry is a new concept put forward by developed countries in the 1990s, and then gradually evolved into a brand new development concept. This concept believes that the true wealth of the contemporary economy is creativity composed of ideas, knowledge, culture, skills, and creativity. This creativity comes from the human mind, and it will derive endless new products, new services, new markets, New job opportunities and new social wealth are important driving forces for economic and social development. Some experts even proposed that the cultural and creative industry will be separated from the modern service industry and become a higher-level brand-new industrial form, which is the so-called "fourth industry."
Hangzhou Animation Industry Representative: Zhongnan Cartoon
The UK is the first country in the world to put forward the concept of creative industries and use public policies to promote the development of creative industries. Since the Industrial Revolution, Britain has always been the "world factory", but gradually lost its status as the world's largest manufacturing country in the 1980s.
In May 1997, in order to revitalize the British economy, adjust the industrial structure, and solve employment problems, British Prime Minister Tony Blair proposed to set up a creative industry special working group and personally chaired it to propose development strategies for the British creative industries.
In 1998, the British government issued the "British Creative Industry Path Document". This document puts forward the concept of creative industries for the first time: "An industry that has the potential to create wealth and employment through the development and use of intellectual property rights derived from personal creativity, skills and talents."
According to this definition, the UK divides advertising, architecture, art and cultural relics trading, handicrafts, industrial design, fashion design, film and video, interactive entertainment software, music, performing arts, publishing, computer software and computer games, radio and television, etc. 13 These industries are identified as creative industries, and cultural heritage and tourism industries are also listed as important related creative industries.
Since then, countries around the world, especially some experts and scholars, have conducted in-depth research on creative industries, and put forward different definitions based on different national strategies, regional characteristics, cultural policies, and industrial orientation. In the book "Creative Economy", Hawkins, an advocate of the British creative economy, defined the creative industry as an economic sector whose products are all protected by intellectual property law. There are four categories of intellectual property: patents, copyrights, trademarks and designs. Hawkins believes that each form of intellectual property law has a huge industry corresponding to it, and together, "these four industries constitute creative industries and creative economies."
To sum up, in actual policy applications or government industry statistics, due to the different stages of economic and social development and cultural backgrounds of various countries and regions, there are also certain differences in the formulation and definition of the connotation and extension of creative industries. Although the cultural and creative industries still have no standardized expressions, their core content is basically the same.
First, the core of the cultural creative industry is creativity. The cultural and creative industry is a product of the era of knowledge economy, with special emphasis on the use of human creativity, skills, and talents in the production of culture and art, other intellectual products, and smart products. It is a typical intellectual industry or "brain economy" , "Smart Economy".
Second, the soul of the cultural and creative industry is culture. Creativity originates from culture and is higher than culture. It is a creative development and utilization of cultural resources, and an expansion and excavation of the penetration and influence of culture on the economy and society. With culture, creative industries have aura, taste and stronger competitiveness. In this sense, the cultural creative industry is the product of "creative culture". Because of this, we believe that the term of cultural and creative industries is more appropriate than creative industries.
Third, the support of cultural and creative industries is technology. The cultural and creative industry is a product of the information age and cannot do without the support of modern high technology. Not only the production and dissemination of cultural and creative products must rely on high technology, especially information and network technology, but also some categories of cultural and creative industries, especially the information service industry itself, are inseparable from high-tech industries. In this sense, the cultural creative industry is the product of "human brain, cultural computer" or "creative cultural technology".
Fourth, the attribute of cultural and creative industries is an industry. Culture and creativity are global resources that are the least restricted by time and space, and the cultural and creative industries are extremely expansive, open, and driving industries. It has developed to this day, has broken through a single cultural industry field, and has begun to penetrate into all fields of the national economy, affecting all links of production and operation, not only serving consumers, but also serving producers. It can not only create endless new products, new services, new markets, new employment opportunities, and new social wealth, but also greatly enhance the industrial energy level.
We define the cultural creative industry as a knowledge-intensive and wisdom-led strategic industry with creativity as its core, culture as its soul, technology as its support, and the development and application of intellectual property rights as its main body.
2. Why vigorously develop cultural and creative industries
Michael Porter, the father of competitive strategy, believes: "The advantage based on culture is the most fundamental, the most difficult to replace and imitate, the most durable and the core competitive advantage." Therefore, culture is "the biggest real estate in a city." Whether a city can effectively coordinate the relationship between the cultural industry and the city, grasp the future development trend of cultural cities, and seize the opportunities for the development of cultural creative industries is the key to whether a city can stand out.
Representative of Hangzhou Cultural and Creative Industry: Zhong Shuge
1. The cultural and creative industry is the "golden industry" of the 21st century.
It is a "sunrise industry" that countries around the world are competing to develop
Microsoft President Bill Gates said, "Creativity has a fission effect, and one ounce of creativity can bring countless business benefits and business miracles." Hawkins wrote in the book "Creative Economy", the global creative economy every day Create an output value of 22 billion US dollars, and increase at a rate of 5%. The creative economy has become a wave and is sweeping the world along with economic globalization. Because of this, the Japanese chanted the slogan "Ingenuity is related to the rise and fall of a country"; Koreans posted a slogan "Limited resources, unlimited creativity"; Americans wrote "The era of capital is over, the era of creativity" The motto has come. Singapore formulated the "Creative Singapore Plan" as early as 1998, and in 2002 clearly proposed that Singapore be built into a global cultural and design industry center and a global media center. my country's Hong Kong, Taiwan and other places are also making every effort to build "creative capitals" in Asia and the Chinese-speaking world.
2. Cultural and creative industries
It is the "killer" of urban development
Each city has its own strengths or strengths, and also has its own weaknesses or weaknesses. For a city to achieve sound and rapid development, it must identify comparative advantages, create competitive advantages, build industrial advantages, maximize its strengths and avoid weaknesses, and seek advantages and avoid disadvantages. At present, China’s industrialization has entered a stage of development dominated by heavy and chemical industries. When a city lacks the resource advantages for the development of heavy and chemical industries, it must take advantage of the environment, talents and culture to develop knowledge-intensive, cultural-intensive, and technology-intensive A new enterprise with low resource consumption and environmental pollution. The cultural and creative industry is such a new industry, "sunrise industry".
3. Cultural and creative industries
It is the "synonym" of "harmonious entrepreneurship"
The biggest characteristic of "harmonious entrepreneurship" is that intellectual entrepreneurship, cultural people, including university teachers and students, entrepreneurship. The cultural creative industry is a typical "brain economy", "smart economy", life-oriented economy, and cultural economy. The "five harmony" of the "harmonious entrepreneurship" model is fully reflected in the cultural creative industry, "harmonious entrepreneurship" The main characteristics of the cultural and creative industries have been concentratedly reflected. It can be said that the cultural and creative industry is a model for intellectuals, especially cultural people, to develop a "harmonious entrepreneurship" model.
4. Cultural and creative industries
Is the "pronoun" of quality of life
The cultural and creative industries hardly consume any non-renewable material resources and produce almost no pollution to the environment. A good idea and planning can not only greatly increase the reputation of the enterprise, increase the added value of products, and expand the market share, but also make many The new vitality of traditional industries and traditional products plays a unique and irreplaceable role in improving the quality of people's economic life, cultural life, social life, and environmental life.
3. Hangzhou experience in the development of cultural and creative industries
The cultural and creative industries cover a wide range and the "industry chain" is very long. The development of cultural and creative industries must be based on the resource endowment of a city, rely on the existing industrial foundation, aim at the general development trend of the world, identify comparative advantages, create competitive advantages, build industrial advantages, insist on doing something, not doing something, and clenching one's fists. , Key breakthroughs.
At present, there have been "four major changes" in the external environment. The first is economic globalization, the second is new urbanization, the third is the new technological revolution, and the fourth is the excess economy, which is the buyer economy. In this regard, Hangzhou insists on “addition” rather than “subtraction” to the connotation and extension of the cultural and creative industries, and clearly focuses on the development of information service industry, animation and game industry, design service industry, modern media industry, art industry, education and training industry , Cultural and leisure tourism, cultural exhibition industry and other eight categories of cultural and creative industries.
Hangzhou holds an annual cultural and creative industry expo
One is the information service industry. Mainly refers to the Internet information service industry and radio and television transmission service industry. In recent years, Hangzhou has been at the forefront of the province in the development of "analog conversion" and digital TV industry, forming the "Hangzhou model" of "analog conversion" and the development of digital TV industry. In the next stage, Hangzhou will be supported by the three major economies of artificial intelligence, virtual reality, and the Internet of Things. On the one hand, it will focus on the intelligentization of industries and cities, and the industrialization and economicization of smart cities. The construction of a smart city with economy as the carrier.
The second is the animation and game industry. Mainly refers to the digital entertainment industry such as animation production and online games. The animation and game industry has the characteristics and advantages of low energy consumption, zero environmental pollution, high industrial value, and multiple employment opportunities. Hangzhou took the lead in proposing the goal of building an "Animation Capital" in the country, and formulated the animation and game industry development plan and related supporting policies in the country, attracting a number of animation and game companies from all over the country. Since 2005, Hangzhou has become the permanent venue of the China International Animation Festival. Relying on the existing foundation and advantages, we will further enhance the “internationalization, branding, specialization, and top-level” level of the China International Animation Festival, promote the sound and rapid development of the animation and game industry in Hangzhou, and further develop the “City of Animation” brand.
The third is the design service industry. Mainly refers to the industrial design industry focusing on advanced equipment manufacturing design, clothing design, packaging design, model design, etc., architectural design and decoration, graphic production, architectural model and other related industries, environmental planning and design, gardening design, urban color design And other emerging design formats. Hangzhou has put the development of the design service industry at an important position and promoted the historical leap from "Made in Hangzhou" to "Created in Hangzhou". In particular, the implementation of the "Discovery of Chinese Outstanding Women's Clothing Designers" is the starting point to cultivate a group of world-class women's wear designers and accelerate the creation of the "China Women's Clothing Capital". Relying on the existing foundation, give full play to the role of higher education institutions of architecture and art in Hangzhou, accelerate the development of architecture and landscape design industry, and start the "Hangzhou Design" brand.
The fourth is the modern media industry. Mainly refers to the radio, film and television industry, press and publishing industry relying on modern high technology, especially information and digital technology. Hangzhou adheres to the path of multimedia and cross-media operations, promotes the cooperation between paper media and radio and television media, the integration of traditional media and online media, supports key film and television production institutions, and continues to expand and strengthen the modern media industry. Relying on key backbone enterprises such as Hangzhou News Group, Hangzhou Media Group, Hangzhou Wasu Digital TV Co., Ltd., Hangzhou Publishing House, etc., strengthen reform and innovation, adhere to the road of multimedia and cross-media operation, and promote paper media and broadcast and television media Cooperation and integration of traditional media and online media will further expand and strengthen the modern media industry.
The fifth is the art industry. Mainly refers to the visual (modeling) art industries such as painting, calligraphy, sculpture, seal cutting, and arts and crafts. Hangzhou’s art education and research forces, with the China Academy of Art, Zhejiang University and Xiling Yinshe as the mainstay, provide strong academic and talent support for the development of the art industry in Hangzhou. At present, Hangzhou has become the third largest in China after Beijing and Shanghai. Large art trading center. Centering on art creators, integrating brokers, galleries, art galleries, funds, auction houses and other elements to form an art "industrial chain"; relying on Xiling Yinshe Group, China Academy of Art, Zhejiang University and other universities to accelerate training Art appraisers, art appraisers, art brokers, art critics and other professional technical talents; make Hangzhou a "paradise" for art creation and trading.
Sixth is the education and training industry. Relying on the strong faculty of Hangzhou universities and vocational technical training schools, good teaching facilities and rich experience in running schools, Hangzhou adheres to a high starting point, differentiation and diversification, and vigorously develops the education and training industry. In particular, the construction of higher education functional areas has promoted the development of private higher education and launched the brand of "Learning in Hangzhou".
Seventh is cultural leisure tourism. Mainly refers to the leisure tourism industry with human resources as the connotation. Hangzhou insists on organically integrating culture and tourism, highlighting the cultural characteristics of tourism, and promoting the accelerated development of cultural leisure tourism. By actively exploring the cultural connotation of Hangzhou tourism, we will strive to create tourism cultural performance products and establish a leading position in the tourism cultural performance industry.
Eighth is the cultural exhibition industry. Mainly refers to cultural exhibitions or exhibitions with cultural and creative characteristics. Hangzhou has used a series of conferences and competitions to enhance the city's comprehensive energy level, which has injected new impetus into the development of cultural and creative industries. In recent years, the Hangzhou convention and exhibition industry has formed a supporting "industrial chain" of creative planning, venue management, exhibition communication, investment agency, advertising agency, exhibition design, equipment leasing, etc., expanding from exhibitions and conferences to brand promotion and large-scale festival cultural activities , Sports events and other fields, cultivate a group of international and national exhibition brands with Hangzhou's regional culture as the connotation and characteristic industries as the support. The 2016 G20 Hangzhou Summit and the Hangzhou Asian Games to be held in 2022 have greatly promoted the development of Hangzhou's cultural exhibition industry. In 2016, Hangzhou ranked among the top 100 international conference destination cities in the world.
The overall strength of a city is mainly composed of economic "hard power" and cultural "soft power". To enhance the overall strength of a city, we must pay attention to not only economic "hard power", but also cultural "soft power". In today's era, cultural "soft power" has increasingly become an important part of a city's comprehensive strength. In the final analysis, improving cultural "soft power" is to enhance the competitiveness of cultural and creative industries. In the cultural market, the final decision depends on the competitiveness of the cultural and creative industries. More importantly, with the accelerated development of economic culturalization, cultural economicization, and economic and cultural integration, cultural and creative industries have increasingly become an important part of advanced productivity, and cultural "soft power" has increasingly become an economic " An important part of "hard power". Whether it is to enhance the "hard power" of the economy or the "soft power" of culture, the cultural and creative industries are inseparable.