Abstract:
Cultural and creative industris parks, multifunctional areas associated with culture as the background which integrate production, trading, leisure and residence service, have become a significant carrier for developing cultural industry, exerting a tremendous influence on the socio-economic transition. After years of development, they have taken an initial shape in the economic system. Still, some problems emerged alongside its prosperity, including homogenization, industrial supply chain incompatibility, lack of professional talents for planning the park and its management, etc.
This thesis takes “Eastern Suburb Memory of Chengdu" as the research sample; special attention is paid to analyzing its current strategy development, aiming to provide a further development strategy for the park. After ten years of development, the Eastern Suburb Memory of Chengdu has shaped like a cluster of cultural and creative industries. Still, with its enlargement, this park is faced with many severe problems on the strategic level. Regarding these issues, firstly, this thesis introduces the context of the park; the second chapter provides related theory and methodology as the foundation for further research, then the core part of this thesis makes a deep analysis on the current development situation alongside its strategy development, using PEST(Political, Economic, Social and Technological) analysis tool for external factors and SWOT (Strength, Weakness, Opportunities, and Threat) and Porter's Five Forces for internal ones, after analysis, possible and practical steps will be given lastly, providing diverse strategies for its future improvement.
