The Research On Operation Optimization Strategy Of Vanke Yuniaoliusu Cultural Innovation Park

With the development of the global economy,competition between countries and regions is becoming increasingly fierce.More and more countries and regions are aware of the role of cultural and creative industries in driving local GDP.The cultural and creative industry is known as the sunrise industry of the 21 st century.China has also raised the cultural and creative industries to the height of national strategy.As the carrier of the cultural and creative industry,the Cultural and Creative Industry Park is the most important form of agglomeration of the cultural and creative industries,which has developed rapidly around the world.Based on the actual operation and management of Vanke Yuniaoliusu Creation Park,this paper studies the operation optimization of cultural innovation park through literature research,industry expert interviews and SWOT analysis.On the basis of combing and summarizing the relevant research status at home and abroad,the concepts of cultural creative industry,cultural creative industrial park and cultural innovation park operation management are first defined.Then,the current situation of the operation and management of the jade bird tassel cultural innovation park was analyzed.Based on the previous years' operation and the interviews with the operators and the park enterprises,the problems in the operation and management of the park were summarized: First,the flow of people was small.And the peak season is obvious;Second,the industrial cluster effect has not yet formed;Third,the talent recruitment is difficult;Fourth,the hardware facilities of the park are old.Then use the value chain theory to analyze the reasons behind the problem,and combined with the SWOT analysis method,put forward a targeted plan for the next operation optimization of cultural innovation park: First,optimize the industry positioning,adjust the format;Second,create a closed line Third,increase the recruitment of leading enterprises,promote industrial upgrading;Fourth,improve the various services of the park;Fifth,play the cultural advantages of Liangzhu site and develop characteristic cultural activities.Finally,it summarizes the experience of Hangzhou Vanke in the development and operation of cultural innovation park.The research object of the Yuniaoliusu cultural innovation park,which is built by Vanke in the process of building a characteristic small town of Liangzhu Culture Village,which is built by the surrounding owners and has a strong demand for industrial and commercial facilities.Therefore,this thesis explores the operation optimization strategy of cultural innovation park in the characteristic towns,in order to test the practicality of relevant theories,and hopes to provide some empirical basis for the development of cultural innovation park,a characteristic town in other regions of China.