破局“千园一面”的文创园区品牌化升级模式

Brand Building Models for Upgrading Placeless Creative Precincts

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。

For existing creative precincts as well as for newly built ones, upgrading is the top priority of all stakeholders. Based on interviews with managers from 23 creative precincts in Shanghai, we conduct case studies to make emerge four significant dimensions. We find that with access to consumers, a creative precinct can be partially or totally gentrified or transformed into a touristie site, via the competition of rents; a precinct can serve as the platform of relation with governments, which will help enterprises to reduce transaction costs and generate cluster competitiveness; in keeping with the cultural brand of a precinct, enterprises outsource their own culture and image; a creative precinct can benefit from dynamic externality to improve its strategic positioning. Finally, a general upgrading model, based on development strategy, leasing strategy and operation strategy, is proposed for the branding of placeless creative precincts. Given the key role played by Shanghai in national and global scope, all these findings and the modeling are contributory to the economics of agglomeration, as well as to the theoretical exploration of the way how small and medium size creative enterprises spatially cluster and self-organize.