The Research Of Dafen Art Industry Development Strategies

In the late 1990s, with the economic structural adjustment and industrial restructuring, as well as the deepening of openness, the development of China’s cultural industry changed from the early stages of spontaneous to self-conscious stage; people’s attention shifted from the cultural products to cultural industry; the strategic role of cultural industry being able to promote economic and social development became highly valued. As an important part of the cultural industries, art industry with its unique mode of production and the enormous scale of the industry completely liberated the natural value of art form, and became an important way to meet people’s growing demand of art. After 25 years of development, Dafen Art Industry, with its own core competencies and agglomeration effect, has become one of the most iconic art industrial bases throughout the world.This paper, Dafen art industry as the research subject, from the perspective of cultural industry, art industry, cultural industry park, industrial agglomeration and other related concepts, comparing the development of domestic and foreign similar art industry areas, studying the development status of Dafen art industry, summarizes the Dafen art industry’s successful experience and the existing problems. Using questionnaires, in-depth interviews, SWOT analysis, we analyze the strengths, weaknesses, opportunities and threats of Dafen art industry is facing; and as a basis for proposing Dafen to create a set of creative design, trade show, brand output in one, to strategically position Dafen to be an art area that leads consumer demand for public art to be international, professional and diverse. Clearly proposing to make Dafen area a place that creates high value-added products and a creative art center, a trading platform and e-commerce platform, an artistic development and sales base derivatives, a brand operations and output headquarters, above as development goals. To effectively promote the realization of Dafen art industry strategic positioning and development goals, we propose the following implementations and recommendations:to establish a main park operator, to avoid direct government intervention; broaden the industrial development of space, to create pan-Dafen industry gathering area; to strengthen intellectual property rights (IPR) protection, to promote the brand operation and output; to foster large-scale enterprises, to implement of a modern enterprise system; to establish product quality standards, to enhance the level of creative design; to build market trading platform, and to actively expand foreign markets.