破局“千园一面”的文创园区品牌化升级模式

发布时间：2018-02-25 07:43

本文关键词： 文创园区千园一面多案例研究品牌化升级　出处：《中国软科学》2017年05期 　论文类型：期刊论文

【摘要】：无论是对失去想象空间的已有文创园区,还是对大量新建和待建的园区而言,如何提升能级都是现阶段的瓶颈和焦点。本文通过对上海23家文创园区管理者的调研,以多案例分析方法,将文创园区升级归纳为四个主要模式:文创园区会不断强化交易功能,部分或完全升级为休闲和旅游区;园区内的企业会借助政府关系平台,强化集群竞争力;企业也会借助园区文化形象强化自身市场定位和企业文化;园区管理者可以通过招商策略,设计产业结构并提升园区市场定位。本文在此基础上进一步提出了包含开发战略、招商战略和运营战略的品牌化升级模型。鉴于上海在全国乃至全球文创园区发展中的关键角色,这些模式发现和模型构建是对产业集聚理论的补充和新贡献,也是对文创产业、特别是中小型文创企业集群组织的理论探索。
[Abstract]:Whether it is for the existing Wenchuang Park that has lost its imagination space, or for a large number of newly built and to be built parks, how to upgrade the energy level is the bottleneck and focus at the present stage. This paper investigates 23 Wenchuang Park managers in Shanghai. With the method of multi-case analysis, the upgrading of Wenchuang Park can be divided into four main modes: Wenchuang Park will continuously strengthen its transaction function, and it will be partially or completely upgraded to a leisure and tourist area, and enterprises in the park will resort to the platform of government relations. Strengthen the competitiveness of clusters; enterprises will also use the image of campus culture to strengthen their own market positioning and corporate culture; park managers can through the strategy of attracting investment, Design the industrial structure and promote the market positioning of the park. In view of the key role of Shanghai in the development of Wenchuang Park in the whole country and the whole world, these pattern discovery and model construction are the supplement and new contribution to the theory of industrial agglomeration, and also to the Wenchuang industry. Especially the theoretical exploration of small and medium-sized enterprise cluster organization.
【作者单位】：上海社会科学院信息研究所;上海社会科学院部门经济研究所;
【基金】：国家社会科学基金“创意园区‘千区一面’的品牌化升级模式研究”(项目编号16BGL216)
【分类号】：G124

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