Blocks on the scale of contemporary Chinese culture and leisure to explore the development of model

Abstract: At present, China's economic structure is at an important period of transition, in the "Four in One", "two of a new" scientific Development background, Culture is becoming increasingly important, the status and cultural industries role has become increasingly prominent, including Culture and leisure district in large numbers into the field there has been a hot spot phenomenon, but in the scale of Development, but most of the bottlenecks encountered, very prominent. Based on the "Nanjing 1912" Cultural casual neighborhood-scale analysis of patterns of Development, try to provide a solution to the plight of the current scale of the Development of cultural industries in new ways, paths and perspectives.

Keywords: Contemporary China, Culture, cultural industries, "Nanjing 1912", the scale of Development, Culture, strategic cooperation

First, against the background of street Culture and leisure
In recent years, as a new commercial activities, leisure and cultural characteristics of different types of blocks quickly in China's major cities, they built in the historic sites or lots, or relying on the cultural heritage of the building, with its unique charm for tourists to provide a financial shopping, entertainment and leisure in one place. The background of the rise of three.

(A western city update
With the passage of time and socio-economic development, all the world's cities must continue to the original urban space, urban form, urban transport, urban environment, re-integration, to conform to the new situation. This process is in English known as Urban Renewal, the urban renewal, the first occurred in the last century, the world's first industrialized nations Britain, and quickly spread to the entire Europe, mainly for automobile traffic as the progress of industrialization and the emergence of popular and old hollow the phenomenon of suburbanization. Western countries, through government or private Investment groups, including the construction of new buildings with the old architectural restoration and reuse of historic protection and improvement of infrastructure and other means, so that many cities successfully revived the decline of the city community, the revitalization of the urban economy, improve the urban transport for the public to create a beautiful urban space and community environment, the sustainable development of the city.

(Two of China's urban redevelopment
Since the reform and opening up, due to the unique development model, the majority of our city in just 20 years from a backward agricultural town, across the industrial and market economy in the early stages, leap into the modern, in many cities of the old city, although Western countries have not yet appear as hollow and old phenomenon of suburbanization, but there are state of the city and urbanization, and modernization of the huge contradictions, so must be the original urban space, urban form, urban transport, urban environment, re- planning integration, making the city function and capacity to adapt to contemporary needs of our country this process is called "Old City" .20 Over the years, urban renewal has brought us the ever-changing urban landscape, but also so that we paid a huge price , removed a lot of cultural value of buildings, facilities, historical monuments, many built of reinforced concrete building in the forest With the continuous economic and social development, to upgrade old or older neighborhoods are still in progress, but to face the past large-scale transformation of the old fierce enormous costs, it is recognized that urban renewal is needed is contextual continuity, continuous integration, update, transform, upgrade and incremental process, just so, in order to maintain a healthy and sustainable urban development.

(C cultural resources and the growing role of
As the global population explosion, energy crisis, a sharp deterioration in the ecological environment, the modern industrial vicious loss of the natural environment and resources has been unable to support contemporary modern industrial city as the main mode of development of modern sustainable development, and culture has been neglected resources and cultural industries in the consumer society in the promotion of urban development is becoming an important factor of production and productivity of the advanced representatives to China's cultural Industry development, for example, in recent years, the State Department through the <<Cultural Industry Promotion Plan>> as a symbol, officially a national cultural Industry strategy, its growing role and influence in the "Eleventh Five-Year" period, China's cultural Industry average annual growth rate of more than 15% higher than the rate of development of other industries, has become to enhance economic, the culture industries and products, an important engine for economic growth ①.

In summary, the Western developed countries, the urban renewal of the clear trend of urban development, urban redevelopment in China's real pressure, and cultural resources and the role of deepening, have cultural, historical and business combined to highlight the historical and cultural heritage features to meet the people shopping, entertainment, leisure and many other needs as the goal of the emergence of cultural and leisure district, the government and the market "dual option", as China's economic development process of a historical necessity.

Second, the development of China's culture and leisure district status and problems of
(Development of a culture and leisure block
Culture and leisure district of the modern city (district) walking street, business street of a trend, is the pedestrian street in the form and content to further expand on the further extension from the turn of the century in many cities in the planning and construction of pedestrian climax began , now a pedestrian street to enhance the image of China's urban construction and an important part, especially on the original style, culture, folklore, etc., based on the characteristics of leisure consumption, reflecting the urban culture and taste, with shopping, dining, leisure and Tourism one or more functional characteristics such as open culture and leisure district, in recent years is the use of different cultural characteristics, have mushroomed in the country like the size of cities such as Beijing's culture and leisure, Nan Xin Cang Street, Shanghai's Xintiandi , Shanghai, culture and leisure Street, Toronto Road Cultural Celebrities Street, Chengdu, the width of the roadway sub, Jiaozuo the "New East • Jiaozuo 1898", etc. These cultural leisure district is generally small, mostly adhere to its own characteristics, limited to local development.

Over from the current disclosure of the "second Five Year Plan", we can see, building blocks of culture and leisure trends in the ascendant, the heat is still further enhanced, such as Wuxi, "In the end of 2012, created 15 district municipal characteristics," ② goal, focus on building Yangzhou proposed "double-East" neighborhood, to teach the next block field block and three blocks Nanhe ③, Shenyang North proposed the construction of key market folk culture, district, Taiyuan Street Fashion and Street Culture Street Culture Street ④ such fashion the list goes on.

(Two blocks-scale development of leisure and cultural problems
The current development of China's culture and leisure block the large number of small body mass, from the Shanghai Xintiandi, more representative of the success stories of view, the development of culture and leisure district are mostly internal potential is difficult to expand in size, reason, the main There are three.

1. Cultural limitations
Difficult because of the general characteristics of things migrate to other places, in this sense is also into the culture, also lost culture in Shanghai's Xintiandi all Qiumei systematic study pointed out that the Shanghai Xintiandi, the most important reason for not cloning is not the money , but the local culture and local consumption ⑤. as always there are some on the age, hair and beard are gray old man sitting on the roadside to eat ice cream Shanghai, just like its history and culture related to the "Westernization" in the first long After the small "often like to eat ice cream," the child into the old man, old man eating ice cream street became a very natural thing, and these cultural heritage can not be transplanted elsewhere.

2. Neighborhood planning limitations
Performance in this area are mainly: First, the remains of over-reliance on special buildings, resulting in the overall range is too small, the overall atmosphere is not apparent. Second, do not take into account traffic and other secondary conditions, loss of leisure convenience, lack of traffic leading to the target consumer groups The third is a single architectural features too, although in some neighborhoods on the basis of the original building remains of the expansion, but the architectural style of the developer to build, mostly for a unified style, so that consumers fatigued, but weakened the cultural characteristics of charm.

Links to free download http://www.hi138.com 3. The limitations of the mode of operation
Normal mode of operation: planning - construction - Investment - the opening of the model, the development of operators and businesses is the relationship between landlord and tenant, adjustable leverage primarily for rent, the model is easy to produce two results: link up too much time or Investment, or business has a lot of uncertainty, the block is difficult to mature, let alone the scale of development.

In summary, the impact of neighborhood-scale development bottleneck, [JP2] can be used as the current development of China's large number of such blocks and smaller body mass of a footnote, is difficult to expand in size under the premise of the development of culture and leisure block is undoubtedly the best way to everywhere, as long as detached about to fight the culture of a new neighborhood, there is not enough cultural characteristics and operational planning under the conditions of force, the vitality of neighborhoods there will be a big problem, but most likely planted the millet harvest barnyard grass, and the destruction of the original ecological environment.

Third, the "Nanjing 1912" to explore the successful development of the scale
Face of culture and leisure district-scale development of the plight of some of the more successful early development of the leisure district actively trying different ways to the essay, such as the "eternal Love Song Dynasty," renowned north and south of the Hangzhou Song Dynasty, in the performing arts projects insist on innovation, more diversification to prey on, tentacles encompasses real estate, culture and communication, higher education, e-commerce and other fields. Shanghai Xintiandi has also been a lot of experience in the field of commercial real estate learn from, but belongs only to external influences, and the new world itself has nothing to do with. "Nanjing 1912" insisted on the concept of culture and leisure within the framework of a strong neighborhood development, as currently the most influential theme of culture and leisure chain operators block brand, its successful experience Surrounded valuable for other domestic culture and leisure neighborhood-scale development of the reference.

(A "Nanjing 1912," the basic situation
"Nanjing 1912" was L-shaped culture and leisure district surrounded the presidential palace, the 21 Republican-style architecture and the "Republican", "love", "New Century" "Pacific" composed of four square middle of the street, an area of ​​nearly four million square meters , is a typical Republican fashion casual neighborhood cultural significance, the current block has a "China Mobile wireless music club club", Guangdong and Hong, Soho, Starbucks, etc. more than 60 different styles of the brand business, the main format for the culture and leisure, entertainment performing arts, food and drink. the neighborhood in December 2004 to open Street, established by the Eastern Group of Nanjing Eastern Investment Advisory Co., Ltd. three mining operations in early 2008, with the "Nanjing 1912" in the country's rising popularity and the rapid development of business Group 1912 Group decisive set up Nanjing, its independent operation, "1912" project, in order to better achieve strategic development objectives.

More than six years, "Nanjing 1912" achieved remarkable economic and social effects, a concentrated essence of Nanjing city and cultural history of the Republic and to lead the fashion style of "urban living room." Among them, only economic effects in 2010, consumers have 500 million passengers, an increase over last year to more than 5,000 people directly, generate an annual GDP increase in value up to $ 400 million in tax paid over $ 100 million, especially in terms of scale development, "Wuxi 1912" " Yangzhou 1912 "," Suzhou 1912 "has opened," Changzhou 1912 "," Hefei, 1912, "start building, Xian, Huai, Jinan, Luoyang and other places," 1912 "project actively promoted. Up to now, more than 100 cities in force invited to the "Nanjing 1912" to join, continues to increase its pace of expansion, has become the country's largest chain of influence in culture and leisure theme blocks operating brand. "Nanjing 1912" The pace of development confirms its recognition of the leadership at all levels of Jiangsu Provincial Party Secretary Liang Baohua, former comrades said: "1912 is not in Nanjing, Jiangsu Province, but the brand!" Comrade National Tourism Administration Shao Qiwei, said: "1912 is the country!" CPC Central Committee, Central Committee the Central Organization Department Minister Li Yuanchao comrades visited the "Nanjing 1912" block, said: "Modern services, see 1912" ⑥.

(Two characteristic mode of development
"Nanjing 1912," the scale of development is inseparable from the background of China's urban development is inseparable from the creative use of urban cultural values ​​of consensus, but also inseparable from the proper levels of government decision-making and support, but the author only from the industrial development in this point of view, combined with the general culture and leisure district to create problems in the process of "Nanjing 1912" part of the scale of the development model to explore, initiate, to promote the culture and leisure projects on the further development of the neighborhood.

1. Unique corporate culture
Corporate culture is to be effective members of the organization that shared and common beliefs and follow the basic knowledge, embodies the core of a business management ideas, and the resulting organizational behavior, the development of an enterprise plays a vital role. "Nanjing 1912" What is the nature of the corporate culture? It in the "1912" played any role in the development? We can find the answer on their name. "Nanjing 1912," the name of the program collected from more than 600 stand out, because 1912 In the first year of the Republic, Sun Yat-sen was sworn in as provisional President of the Office of the President, the interim government declared the establishment of the Republic of China, since China ended a continuation of 2,000 years of feudal monarchy, began a new era of democratic republic in Chinese history recorded .1912 The most profound change and innovation, is the originator of democracy and freedom in China and marked the beginning. "Nanjing 1912" adhering to the first year of the Republic that is the spirit of change and innovation, and the concentration of corporate culture, core, compared to insist on finding their unique appearance memories of the city, providing a unique blend of fashion and cultural experience of nostalgia, tradition and innovation the city express declaration because of this, "Nanjing 1912" no longer belongs only to Nanjing, the kernel change and continue to promote a culture of innovation, "1912" in the other Waking the city's cultural memory, to create new urban living, culture, business cards, badges taste landmarks and charm.

"Nanjing 1912" in a timely manner to its original ecological culture in a timely manner to enhance the level of corporate culture and the soul of it as a business, and make it universal, its rapid expansion provides the driving force behind the spirit of its off-site excavation Urban culture provides a cultural affinity for the target consumer group quickly attracted the city to provide cultural cohesion.

2. Overall planning of the project site
Operation of a new culture and leisure district project, the site is reflected by the different companies of different values. "1912," siting requirements are the following.

First, the location, the preferred settled first, second and third tier cities in central business district location or a second-tier cities in the heart of the regional sub-center, followed by first, second and third tier cities within 3 km central business district, or regional sub-center with the core business district at the junction of the main city of this area depends largely on the requirements of city living to create position to play the role of urban living, the traffic must be guaranteed, and first, second and third tier cities in central business district location or a second-tier cities regional sub-center core of the preference for traffic to provide a more abundant and reliable guarantee.

Links to free download http://www.hi138.com Second, the characteristics of land, require the project structured, clear boundaries, temporary main road, a long display area along the street, transportation, commercial space can be built without less than 50,000 square meters. This requirement depends on the overall cultural atmosphere to create, without a certain amount of body, will not block depth, a whole culture can not be prominent, like space-time transformation will reduce the effect of a unique cultural experience.

Third, cultural relics, the required land area in which the cultural characteristics and historical legacy to draw on. This requirement depends on business cards to build the target culture, with distinct cultural characteristics of "1912" is different from other culture and leisure street signs, as Nanjing 1912 Group Chairman Mr. Li Tiancheng said, "commercial vehicle operations is our cause, our cause is the cultural and creative engine" ⑦, characteristics, culture requirements of the "1912" and the importance of self-evident.

Based on the "1912" objective of the project to create a unique site requirements, effectively avoiding the trend to catch up quickly launched the project, followed by poor operation of doors to cold and ended in gloom of the potential risks, as the "Nanjing 1912" The rapid expansion of a strong increase seat belts.

3. Flexible strategic cooperation
Commercial strategy of cooperation is established on the basis of common interests, long-term win-win situation for consideration, a holistic approach, consider mutual interests and achieve the depth of cooperation, so that the overall maximum benefit. Commercial strategic cooperation is not new things, widespread among all types of businesses, such as real estate companies and construction companies, material suppliers co-production enterprises and sales of business cooperation, mostly in the chain of strategic cooperation. "1912" has a large number of the characteristics of strategic business partners, such as Soho, Gone with the Wind, Guangdong and Hong, Coca-Cola, Budweiser, Shanghai Pudong Development Bank, they were in a different way of depth strategic cooperation, "1912" provided strong support for rapid expansion of its strategic characteristics are the following.

First, the diversity of modes of cooperation. The first is the diversity of partnership. "1912," In addition to Coca-Cola, Budweiser and other similar types of business enterprises in general sales and production business relationship, with Shanghai Pudong Development Bank is part of the production companies and Sales corporate relations, relations between the two inverted, whereas the relationship between each other and Soho production company and distributor relationships, mutual support on the expansion of the territory, the depth of cooperation. Second, the diversity of cooperation, such as with Soho, Coca-Cola and other forms of cooperation is the strategic culture of mutual support and highlight each other, with the shares of Guangdong, Hong and co-operation is to achieve real sense you have me, I have you.

Second, the cooperation of the whole process and this feature is actually and cooperative enterprises "bundling" development, namely, "1912" to expand to where the relevant joint venture also simultaneously settled where their "1912," expansion of the selection process that in view to accelerate, "1912," the decision-making process.

Third, the absolute win-win cooperation with the general sales companies and production companies will be lower prices and enterprise sales prices of the contradictions of different manufacturers, "1912" and the partners have an interest in the absolute win-win situation, such as "bundling" development model, cooperative enterprises can take advantage of "1912," the brand customers to shorten the incubation period, the scale quickly to achieve their own development, "1912" will shorten the cultivation period blocks, while reducing the pressure of off-site Investment.

In summary, "1912" flexible modes of cooperation to ensure its maximum absorption of the cooperative enterprise of advanced practice experience and maturity, the full realization of strengths and interests and win-win for its rapid expansion provides a solid operating platform.

There are only a "1912", its success appears to have a chance, but there behind its inevitability, that this attempt leads to the scale of the development of several important features, which, for the soul of enterprise culture, the address for the selected project skeleton, its flesh is a specific operation, three are indispensable. "Nanjing 1912" The success is also inseparable from Group team continued their efforts, yet the team's efforts to "Nanjing 1912" impact factor value scale of the development of specific how much, and how it compared to other teams, not included in the scope of this article, the text can be designed to explore the future. the model of reference, this is still a preliminary study. (① <<"Eleventh Five-Year" average annual growth rate of China's cultural Industry rate of more than 15% ", http://news.xinhuanet.com/games/2010.12/13/c.12872978.htm.

② Wuxi "second Five Year Plan" (draft.

③ <<"second Five-Year Plan" highlights the six travel products >>,<< Yangzhou Yangzhou Times>>, December 1, 2010.

④ <<Shenyang "1025" period of cultural industry development plan (draft. "
⑤ all Qiumei <<Shanghai Xintiandi difficult to clone - Xintiandi, Shanghai business model analysis of the case "<<China Business News>> October 23, 2003.

⑥ http://www.in1912.com/wm/wm.asp.

⑦ Tian-Cheng Li <<our city, our >>,<< 1912 1912>>, 2009, No. 12, p. 1.


Exploration of Scale Development Modes of Culture and Amusement Blocks
in Contemporary China: Taking "Nanjing 1912" Block as an Example
LIU Yun
(School of Business, Hohai University, Nanjing, Jiangsu 210098)
Abstract: Currently, national economic structure is experiencing a significant transformation. In the context of scientific development, cultural industry will become more and more prominent. Cultural and amusement blocks spreading everywhere is a phenomenon demanding paying attention to. However, there is a big problem relating to scale development. Taking "Nanjing 1912" block as an example, and through analyzing its scale development, the present article tries to provide a new vision to solve the difficulties confronting the development of contemporary cultural and amusement blocks.

Key Words: Cultural Industry; "Nanjing 1912" Block; Scale Development; Strategic Cooperation Links to free download http://www.hi138.com