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Cultural property investment and development mode and strategy

Author: WangMingYu
Tutor: GuJiang
School: Nanjing University
Course: Business Administration
Keywords: Culture Estate Investment&Development Mode Stratagem Case
CLC: F299.23
Type: Master's thesis
Year: 2012
Downloads: 57
Quote: 0
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It marks a new historical stage of the real estate market that the combination of culture and real estate, also means the development of culture industry to be cutting-edge space-based practice. Culture Estate will bring a bright spark with the collision of the inspiration and passion in the urban development through a diversified, multi angle, shape and overlay a variety of space, and it will create a win-win situation from land development, building mode, and cultural services, marketing and other areas. Small as a bookstore or a park, large as an urban culture area, highly ideological thought of "Cultural Development and Prosperity" gives a new life to the cold land and buildings. Of course,It will also open a new door for the development of real estate.With long-term interest to culture issues and real estate issues, especially one year’s observing and researching on them designedly, I found that "Culture Estate" concept has been enthusiastically participated in China. Often, businessman changes the speculation with a variety of tricks, sometimes only as a marketing advertisment of their buildings. And it may not been fully excavated such as the content of real culture, the valuation of cultural values and the needs of culture industry development. On the other hand, the domestic research on theory of Culture Estate do not keep up with the social situation including the definition of it.Our goverrnment are vigorously promoting the development of cultural industries and focus on solving problems of real estate development, under this background, it is necessary to study this proposition and try to find the theory and practice patterns as a breakthrough in the context.In this paper, I start with the background of the international and domestic economic and the rising of cultural estate, to analyze the main problem about the investment and development of Culture Estate. And then, with the public understanding of culture estate, I try to analyze the meaning of cultural property and people’s questions. Also, based on the background and industrial development needs, I proposed a new definition of Cultural Estate:Cultural Estate, is a new form of industrial which purpose and function positioning is the development of cultural industries and cultural prosperity, and which main form of business is development and operations to real estate industry. In a word, it is a intersection of culture industry and real estate industry. Accordingly above, we elaborate the main features and industrial relations of Culture Estate.In the paper, I use the theory of industry-chain, of brand management, of resource allocation and of scope-economic, I have done researching on theory of investment and development of Culture Estate including its mechanism of action and its theoretical orientation, basic law and cultural identity to Culture Estate, then I establish the theoretical model. Based on these theories, this paper proposes "the six core elements, the four main features" from the two dimensions which is cultural industries and real estate, which could causes success or failure for investment and development of Culture Estate, and discusses the experience and the basic mode of investment&development of Culture Estate, which is illuminated by Shopping Mall, Disney Theme Park and other international modes.Based on my studying and thinking on Culture Estate projects of Nanjing, Xi’an, Suzhou, Wuhu and other places, use the case through to the end, I analyze many cases such as Nanjing1912, Wanda Cinema and Wanda Plaza, Xi’an Tang Paradise and Qujiang Culture Industrial Base. I study their investment choices, development patterns, experience of success and profits, then I draw a creative and transmissible conclusion-the most representative of Mode of investment and development of Chinese Culture Estate:"Mosaic" Model rooted in the commercial Wanda Mode,"Cluster" Mode rooted in the complex Qujiang Mode,"Single" Mode as Shanghai Book City,Shanghai Grand Theatre,"Distinctive Street" Mode as Nanjingl912, Xi’an Hui Street. For the first two, their concept, theory, success factors and reference is discussed in detail. For the latter two, they are only described briefly.Based on the above study, the papar propose the trend and a strategic thinking of Culture Estate of investment and development:with idealized applications of urban space,we should consider "diversify investment, three-dimensional development" as the basic idea; We should activate the intrinsic charm and market potential of cultural elements, through development and operation of the real estate project, and boost culture industry development and cultural prosperity. Furthermore, the paper proposes strategic direction of investment and development of Culture Estate:Reling on governments, orienting by markets, we should integrate resources, build substantiality, guide consumption, also inherit, protect and develop good cultural heritage and natural environment. Starting at mature modes, progressing to innovative modes, we should help to operate cultural projects. This issue is a new form of industrial development. It is wide-storey and professional. A little material is available. The author have a little professional experience. So the discussion is difficult. This paper seeks to combine theory and case, to drill in-depth, illustrated in the form of discussion. With the help from my professor, it is finally completed after repeated works. Next, I should study industrial and economic knowledge, cultural knowledge and real estate industry knowledge, and elaborate this project more professionally, more comprehensively. In particular, to focus on analysis of investment and profit, business management, strategy practice, and so on. Sincerely, hope that this study can serve as the relevant decision-making institutions and enterprises.

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CLC: > Economic > Economic planning and management > Urban and municipal economy > Municipal economic profiles of countries in the world cities > China > Urban Economics and Management
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