Integration Of Reality And Virtuality: The Study On The Innovative Practice Of Hangzhou Animation Industrial Clusters

Animation industry is an important part of cultural industry,which undertakes the heavy responsibilities of enhancing the soft power and competitiveness of national culture.Building industrial clusters is the main path to develop the animation industry.Hangzhou,known as ‘the capital of animation’,has a leading position of animation industry in China,and its innovative development experience have a good demonstration value.Focusing on the topic of why Hangzhou’s animation industry can form ‘Hangzhou Model’,from the perspective of industrial cluster,this article analyzes the innovative development experience of Hangzhou animation industrial clusters by using case analysis and in-depth interview method and combining with industrial data,so as to provide some reference for the development of China’s animation industrial clusters,and promote the competitiveness of animation industry.Firstly,this paper analyzes the development achievements and challenges of Hangzhou real animation clusters.Government policies,China International Cartoon and Animation Festival and digital technology jointly promote the continuous growth of Hangzhou’s animation industry,but it faces challenges such as the need to strengthen the relationship between enterprises,so the cluster model should be optimized.Secondly,this article analyzes the development of Hangzhou animation virtual industrial clusters under the background of digital technology.Digital technologies such as the Internet give birth to virtual industrial clusters.Platform enterprises transformed from leading animation production enterprises and Internet broadcasting platforms have become the core subjects of virtual clusters,connecting enterprises in the industrial chain to cooperate and develop together,forming the animation platform ecology.Finally,this paper summarizes the innovative experience of the integration development of real and virtual clusters in Hangzhou animation industry.The real and virtual clusters of Hangzhou animation develop and complement together,forming the subject fusion,resource fusion and ecological fusion.The government,enterprises and users become the core subjects of the animation cluster,creating a new agglomeration form based on the integration of where the online mobile economy and the offline regional economy are closely coupled,promoting the cooperation of animation enterprises and continuously producing innovative results.The unique experience of Hangzhou’s animation industry lies in that it constructs the cluster ecological model integrating reality and virtuality while it encourages industrial innovation through government policy support,drives industrial exchanges through festival and exhibition effect,and promotes industrial upgrading through digital technology,thus ensuring the sustainable development of the animation industry.The development model of Hangzhou’s animation industry can be concluded as the integration of real and virtual industrial clusters,which is worthy promoting in more regions.