新文创语境下“城市礼物”生态建构的中国经验及中国范式

The Chinese Experience and Chinese Paradigm of the Ecological Construction of “City Gifts” in the Context of New Cultural Creativity

“城市礼物”作为城市文化创意产业的重要载体,近年来在我国得到迅猛发展。比较北京、上海、深圳、成都等典范性“城市礼物”的发展模式可以发现,基于产业化运营思路,我国“城市礼物”实践形成了从运作模式、遴选机制、设计制作、品牌推广到营销渠道的完整锻造链条,从而为全球“城市礼物”的发展贡献出独特的中国经验:以有效激活城市文化资源为导向,以城市设计竞争力为依托,以组织引导力为推手,以产业孵化力为支撑,以营销推广力作保障,在供给端、组织端、产业端、消费端等不同端口发力,协同式互动创生“城市礼物”品牌。针对我国“城市礼物”实践中普遍存在的构成主体、运营主体和消费主体不明晰的三大关键性问题,则需借助新文创的创新思维和商业模式来加以创造性突破。在此过程中,建构以城市IP为核心的“城市礼物”生态体系,并确保其健康有序运行是关键所在;需要通过创新体制机制、链接文化主体、智创文化产品、搭建立体渠道的“四轮驱动”持续为“城市礼物”发展赋能。惟此,方能实现从“中国经验”到“中国范式”的新跨越,为全球化背景下“城市礼物”实践提供极具启发性和重要参考价值的“中国方案”。

The “city gift”, an important carrier of urban cultural and creative industries, has developed rapidly in recent years in China. The comparison of the typical development modes of the “city gifts” of Beijing, Shanghai, Shenzhen and Chengdu reveals that the practice of building “city gifts” in China, based on the idea of industrial operation, has formed a complete chain in terms of operation modes, selection mechanism, design and production, brand promotion and marketing channels, contributing unique Chinese experience to the development of “city gifts” at global level. Aiming to activate urban cultural resources, taking advantage of the competitiveness of urban design, driven by organizational guidance, supported by industrial incubation, and guaranteed by marketing and promotion, China strives to work on supply, organization, manufacturing, and consumption to create its brands of “city gifts” through collaboration. Given the fact that Chinese cities are faced with three major problems in building up the brand of their “city gifts”, namely, vaguely defined composition, operators, and consumers, we need to make creative breakthroughs relying on innovative thinking and business modes of new cultural and innovative industries. In this process, the key is to build an ecosystem for the“city gifts” with urban IP as the core and ensure its healthy and orderly operation. To make this happen, we need to continuously empower the development of “city gifts” by innovating the system and mechanism, connecting cultural subjects, innovating cultural products and building multiple channels. Only in this way can China make a great leap forward, shifting from “Chinese experience” to “Chinese paradigm”, and providing an inspiring and important reference for building the “city gifts” in the context of globalization.