Development Environment Analysis And Strategies Of Cultural And Creative Enterprises In Tianjin

The concept of creative industries first proposed by the British government, the report named'Creative Industries Mapping Document'defined it as: those industries that are based on individual creativity, skill and talent. They are also those that have the potential to create wealth and jobs through developing intellectual property. According to this definition, advertising, design, film and video, music, publishing, software, television and radio and other 13 categories are classified as creative industries by the British.From a global perspective, the development of creative industries in many countries has become a national strategy. Creative industries can create tremendous value, the scale and extent of its development has become an important indicator of measure a country's or city's competitiveness. In recent years, many countries and regions started to regarding creative industries as strategic industries and mainstay industries, and adopting appropriate policies and measures to promote and support its development actively. In the 17th National Congress of the Communist Party of China, Chairman Hu Jintao also pointed out that, we should vigorously develop cultural and creative industries, flourishing cultural market, and enhance its international competitiveness.While cultural and creative industries developed rapidly, it adapts to a new pattern of economic development, and constructs a new core element of the economic and industrial structure. All countries, especially the western countries fully aware of its potential value, and take active measures to promote the development of cultural and creative industries. The history of development of cultural creative industries,which only a few years before gradually attention in our country is very short.The industrial policies has improved steadily and have formed a number of cultural and creative enterprises concentrated areas, built a number of enterprise groups and well-known brands, some products have been sold into the international market. It can be said that cultural creative industries in China is flourishing and the social and economic development has brought enormous benefits. Tianjin suggests to developing cultural and creative industries, and creating a good development environment of culture and creative enterprises, coincides with further changes the mode of economic growth and achieves new leaps forward. It is an important strategic period for building an innovative city, implementing the scientific concept of development comprehensively and building a harmonious society.This paper first expounds the essentiality of developing cultural and creative enterprises in Tianjin, including the adjustment of the industrial structure, promote economic development and improve the competitiveness. Through the study of internal and foreign literatures, analyzed the connotation of cultural and creative industry, as well as the contacts and distinctions between cultural and creative industries, cultural industries, copyright industries and content industries. Then analyzes the characteristics of cultural and creative enterprises and the development conditions of enterprise cline. This is the theoretical basis for the measures and suggestions.In practice part, this paper analyzes macroeconomic policies of foreign cultural and creative enterprises (Britain, the United States, Japan and South Korea as the representative), as well as some domestic developed regions and cities, cultural and creative enterprises (Beijing, Shanghai, Hong Kong and Taiwan as the representative), sums up the measures that the government made to promote the development of cultural and creative enterprise, including talent strategy, creative comfortable industrial environment, external publicity strategy and the investment and financing support, and obtained some successful experiences.This paper analyzes the development environment of cultural and creative enterprises in Tianjin based on the existing statistical data. First is the present situation of cultural and creative enterprises, including cultural and creative enterprises gathering areas, the enterprises'scale and structure as well as the development of the industries. So that we can summed up the characteristics of the development of cultural and creative enterprises. This was followed by the advantages and disadvantages analysis of the cultural and creative enterprises. The advantages are the strategic location, rich cultural resources, rapid economic development, and so on. The main disadvantages are the backward concepts, lack of planning, lack of talents and so on. Finally, analyzes the opportunities and challenges that cultural and creative enterprises faced. The main opportunities include that cultural and creative industry is a new economic growth point, the state's policies support and Tianjin Binhai New Area has been planed in national "11th Five-Year" development plan. The challenges faced are the impact of well-known cultural and creative enterprises, products and culture. Another one is the competition in domestic cultural and creative enterprises.Through analysis above, this paper gives suggestions and strategies for cultural and creative enterprises in the macro and micro levels. In the macro level, the policies are mainly include: enhancing industry awareness and drawing up development plans, improving the management mechanism, building up large enterprise groups, establishing statistical index system of cultural and creative enterprises, enhancing the cultural and creative enterprise intellectual property protection and setting up the investment and financing system. The strategies of the enterprises include talent strategy, marketing strategy, cultural and creative brand strategy, protecting intellectual property rights of cultural and creative products and founding cultural and creative products value chain. At the end, take Beijing Gehua Cultural Development Group for example, through the analysis of its success; hope to have some successful experiences to the development of cultural and creative enterprises in Tianjin.