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Geographical proximity, cultural similarity and similar consciousness are the basic characteristics of Shanghai metropolitan area. The harmonious development of culture is an important ideological and spiritual basis for the coordinated development of Shanghai metropolitan area. Based on the analysis of the current situation of cultural undertakings, cultural industries and the integration of cultural tourism in Shanghai metropolitan area, this paper puts forward that Shanghai metropolitan area is facing some problems, such as the need to strengthen the consensus of cultural cooperation and the lack of depth and breadth of the integration of "culture+".Finally, combined with the idea of reaching a cultural strategic consensus, highlighting the cultural city, promoting the integration of cultural tourism and reshaping the regional cultural brand, This paper puts forward some basic strategies, such as protecting and activating the heritage group as a whole, building a town-village alliance with charm in the south of the Yangtze River, building a cultural tourism circle with outstanding charm, jointly planning cultural activities and sports events with world influence, and developing the exchange of cultural talents in the metropolitan area.
Keywords: Shanghai metropolitan area; Culture; integration
In December 2019, the central government issued the Outline of Regional Integration Development Plan of the Yangtze River Delta, which clearly put forward "Building Shanghai Metropolitan Area", which marked that the construction of Shanghai Metropolitan Area entered a new strategic stage. The important task of the Outline of the Yangtze River Delta Integrated Development Plan is to innovate the system and mechanism of regional integration development and improve the multi-level and multi-field cooperation mechanism. Therefore, building the cooperation mechanism of Shanghai metropolitan area is not only the concrete content of implementing this strategic task, but also the innovative practice of exploring the development mechanism of regional integration. From the perspective of cultural construction and development, in recent years, cities in Shanghai metropolitan area have begun to actively explore and promote point linkage or collaboration in the fields of cultural tourism and cultural and creative industries. For example, Jiaxing, Wujiang District of Suzhou and Qingpu of Shanghai will jointly build the Yangtze River Delta Eco-Green Integrated Development Demonstration Zone, build a cultural and ecological lake area, build a high-standard living room in a water town, and realize the seamless connection of cultural and leisure tourism in the inland shipping field; Nantong implements "Nantong: Shanghai’s next stop" to expand the brand effect of tourism and accelerate the cultural construction of Nantong’s big cities; Zhoushan proposed "connecting with Shanghai and creating the most beautiful island with unique style" to promote the global development of the islands. Government departments have gradually formed a work docking mechanism, such as civil affairs departments in Shanghai, Suzhou, Nantong, Jiaxing, Huzhou and other places to carry out prefecture-level cooperation. Therefore, it is an important driving force to promote the coordinated development of Shanghai metropolitan area to analyze the present situation and problems of cultural integration development in an all-round way and clarify the strategies of cultural integration development in combination with the "14 th Five-Year Plan" development plans of cities.
First, the status quo of cultural development in Shanghai metropolitan area
(A) the prosperity and development of cultural undertakings
1. The level of public cultural services has been continuously improved.
Although there is a certain gap between quantity and quality in the construction of public cultural services in cities within the scope of Shanghai metropolitan area, hardware facilities construction and software services have achieved "go hand in hand" results in general.
First, new progress was made in the construction of major cultural facilities. Cities in Shanghai metropolitan area gradually promote cultural empowerment to an important position in urban space planning, pay attention to cultural advantages, enhance the recognition of cultural landmarks in cities, and highlight the colorful culture of Jiangnan. For example, based on the Yangtze River Delta Integration Demonstration Zone and Lingang New Area, Shanghai will expand the layout of cultural facilities extending from Dianshan Lake to Dishui Lake. The construction of new Tianyi Pavilion Museum, intangible cultural heritage museum, Hehai Museum, new cultural center, new concert hall, archives center and other cultural facilities in Ningbo will create a cultural landmark of Ningbo in the new era.
Second, the public cultural service network is widely covered. At present, four-level public cultural service networks of cities, districts, streets, towns and villages (neighborhood committees) have been basically established in Shanghai metropolitan area. The average per capita construction area of public cultural facilities is about 0.3 square meters. The "1+8" city has 362 museums, 158 public libraries, 902 art galleries and cultural centers (stations). Suzhou proposes that in 2025, the average person will receive public cultural venues for 15 times, and there will be 2,818 urban and rural art performance groups. The art performance groups in Shanghai, Suzhou and Ningbo have performed tens of thousands of times each year in China, and the audience has reached more than 10 million.
Third, new progress has been made in the digitalization of public cultural services. In recent years, cities in Shanghai metropolitan area have made great efforts to empower digital film and television, cultural creativity, digital media, digital music and other digital cultural fields to build a "cloud" in the field of public culture, and digital cultural centers and smart museums have emerged constantly, gradually realizing the full coverage of the city’s "cultural cloud" platform, and combining the advantages of urban regional industries, creating distinctive cultural service brands. For example, Ningbo builds a brand of "culture on the cloud"; Suzhou integrates cultural tourism resources through "cloud tourism", "cloud performing arts" and "cloud exhibition" to improve the service quality of cultural tourism.
Fourth, public cultural services are linked and shared. Due to the geographical proximity, cultural affinity and many cultural commonalities among cities in Shanghai metropolitan area, cities began to try to build a cultural development cooperation mechanism through the cooperation mechanism of public culture, gather elite figures from cities, gather national advanced experience, carry out practical cultural operation projects among cities, and promote the effective superposition of public service systems for cultural tourism among cities through the linkage and sharing of public cultural institutions in the region. For example, on October 23, 2018, Shanghai Changning District Cultural Bureau, Shanghai Xuhui District Cultural Bureau, Pudong New Area Cultural and Broadcasting Bureau, Jiading District Cultural and Broadcasting Bureau, Jiangsu, Zhejiang and Anhui Demonstration Zone Cultural (Broadcasting) Bureau, National Public Cultural Service System Demonstration Zone Innovation Research Center, and Shanghai Mass Art Museum jointly initiated the establishment of a national public cultural service system demonstration zone (project) cooperation mechanism in the Yangtze River Delta region. Thirty-nine cities (districts) jointly issued the Hongqiao Declaration on the Cooperation Mechanism of the National Public Cultural Service System Demonstration Zone (Project) in the Yangtze River Delta Region. Under the framework of this cooperation mechanism, the annual meeting of the cooperation mechanism is held regularly to build a cultural development cooperation platform and negotiate specific substantive projects.
2. The excellent traditional culture has a strong inheritance.
There are many categories and huge quantities of historical and cultural elements in Shanghai metropolitan area, and there are world-famous material and intangible cultural heritages. The protection and activation of historical and cultural relics in various cities have made remarkable achievements.
First, the protection and utilization of cultural heritage has been steadily advanced. The cultural relics management departments of all cities in Shanghai metropolitan area have completed the "Thirteenth Five-Year Plan" protection project for cultural relics buildings, and some cities have made great discoveries in underground and underwater cultural relics protection and archaeological work. For example, the Guangfulin site in Shanghai has undergone two large-scale rescue excavations, with an excavation area of more than 13,000 square meters, making a major breakthrough in the study of the civilization process around Taihu Lake and the archaeological excavation of Fuquanshan site. According to statistics, "there are 11 world-class cultural heritages in Shanghai metropolitan area, including 2 world cultural heritages, 1 world important agricultural cultural heritage, 2 world irrigation project heritages, 3 world cultural heritages and 3 intangible cultural heritages; It has a high heritage density, and there are not less than 10 national and provincial historical and cultural resources within 1000 square kilometers, and it has tourism enthusiasm. " In the utilization of cultural relics, cities guide the integration of traditional cultural resources into production and life practice, and broaden the diversified utilization methods of traditional culture. For example, Ningbo promotes the protection and inheritance of cultural relics along the Grand Canal Cultural Belt and the Tang Poetry Road in eastern Zhejiang, strengthens the protection and utilization of revolutionary cultural relics, promotes underwater cultural relics archaeology and cultural heritage protection, and conducts in-depth research on the remains of Haisi, Haiphong and seaport. In addition, cities also encourage social forces and professional institutions to develop cultural products and services, so as to refine and strengthen traditional cultural brands. For example, through the Yangtze River Delta International Cultural Industry Expo, Shanghai will promote the joint declaration of world cultural heritage by ancient water towns in the south of the Yangtze River and strengthen protection and utilization.
Second, the museum’s energy level has improved significantly. (1) The quality of museum exhibitions has been significantly improved. For example, Shanghai Museum’s Blue and White Porcelain Exhibition in Yuan Dynasty, Shanghai Lu Xun Memorial Hall’s Life Exhibition of Lu Xun, and Soong Ching Ling’s Life Story Exhibition Hall’s Exhibition of Song Qingling’s Life Stories with Emotion, won the 10th National Museum Exhibition Award. (2) Diversified promotion methods. For example, Suzhou Museum has used a lot of new technologies, new materials and modern design techniques to extract the essence of traditional gardens, and creatively created a "Shuang Mianxiu" architectural art work that harmoniously integrates tradition and modernity. Shanghai Museum used "5.18 International Museum Day" and "Museum Night" to increase museum publicity, and launched four series of books on "Cultural Shanghai" release, tour guide, tasting and collection, as well as app mobile application software.
Third, live transmission, a non-legacy culture, has achieved remarkable results. Cities in Shanghai metropolitan area actively strengthen the productive protection of intangible cultural heritage and live transmission. Each city has its own advantages. On the one hand, it will further promote "non-legacy in the community" and "non-legacy in the campus". On the other hand, it will encourage social forces and professional institutions to establish non-legacy workshops and learning sites, and support a number of non-legacy brands with distinctive cultural characteristics to become better and stronger. For example, Shanghai United universities at home and abroad should build and improve intangible cultural heritage research institutions and promote national intangible cultural heritage recording projects; Suzhou combined with the special action of cultural tourism, through creative design, transformed intangible culture and handicrafts into industries and products adapted to the development of the times, and developed rural tourism, Jiangnan water culture, hairy crab culture and homestay culture.
3. The influence of cultural exchange is constantly improving.
In the new era, cross-domain cultural cooperation and exchanges in the Yangtze River Delta region have become more frequent, including public cultural supply, civic cultural activities and cultural cooperation and exchanges.
First, the number of urban cultural cooperation and exchange projects has increased. Cultural activities and literary works among cities in Shanghai metropolitan area are constantly emerging, and the cooperative mechanism of cultural exchange is constantly being opened. On September 19, 2019, Shanghai Yangpu, literary and art workers and painters from five cities in the Yangtze River Delta, including Jiaxing, Zhejiang, Wenzhou, Jiangsu, and Xuancheng, Anhui, gathered at the bank of Pujiang, Shanghai, and jointly held the "Love China and Join Hands to Celebrate the Painting and Calligraphy Exchange Activities in the Five Cities of the Yangtze River Delta".
Second, the influence of civic culture festivals among cities has been continuously improved. Innovate the festival-holding mechanism, and hold the Shanghai citizens’ cultural festival in the way of "government-led, enterprise-supported, social participation and mass benefit", and strive to mobilize the citizens’ enthusiasm for participating in activities to the maximum extent. On March 29th, 2021, Shanghai Citizen Culture Festival set up the Yangtze River Delta sub-venues in Suzhou, Jiangsu, Wenzhou, Zhejiang and Wuhu, Anhui for the first time, realizing the linkage between the four places.
Third, the mechanism of foreign cultural exchanges and cooperation has been further improved. For example, by integrating all-media channels, Shanghai will tell the story of China in Shanghai, strengthen the construction of people’s publicity, and build a targeted and effective Shanghai international communication mechanism. Through major cultural festivals such as Shanghai International Film Festival, Shanghai TV Festival, Shanghai, China International Art Festival, "Shanghai Spring" International Music Festival, and China International Digital Interactive Entertainment Exhibition (china joy), it will encourage the creation of internationally influential brands of original art events and enhance the quality of festivals. Suzhou makes full use of foreign media platforms, overseas social networking platforms and international cooperative media to enhance its international communication ability, improve its cultural exchange and cooperation mechanism with overseas cities, participate in national brand projects and theme activities, and enhance the global influence of local culture. Zhoushan carries out diversified cultural exchange activities for seafarers to enhance the international influence of seafarers’ service.
"Shanghai Metropolitan Area City Index Ranking 2020" shows that in terms of cultural exchange function in Shanghai metropolitan area, Shanghai urban area is in an all-round leading position, especially in the number of activities and performances and the number of world conferences. Suzhou City ranks second. With the advantages of Suzhou Gardens, a world cultural heritage, it is outstanding in the evaluation index of foreign tourists. Ningbo, Wuxi, Changzhou, Huzhou, Zhoushan, Jiaxing and Nantong are among the top cities. Kunshan City and Tongxiang City have advantages in the evaluation index of foreign tourists because they have the core ancient town resources of Zhouzhuang and Wuzhen respectively.
(B) High-quality development of cultural industries
In recent years, China has continuously increased its investment in cultural undertakings to promote the rapid development of China’s cultural industry, so as to achieve the goal of great prosperity and development of the cultural industry. Judging from the development trend of cultural industry in "1+8" cities in Shanghai metropolitan area, new formats of cultural and multi-industry integration are constantly emerging, and informational, digital and experiential cultural products and services have become the new trend of cultural consumption.
1. The strength of the cultural industry has steadily increased.
Cultural strength is economic potential. In recent years, cities in Shanghai metropolitan area have promoted the development of cultural industry by constantly building a complete cultural industrial chain and strengthening urban cooperation, and the cultural industry has risen steadily.
First, the cultural industry maintained steady growth. Cultural strength is economic potential. The "1+8" cities in Shanghai metropolitan area are relatively balanced in the development of cultural industries. In 2019, the average added value of urban cultural industries in the metropolitan area accounted for 5.23% of gdp, higher than the national level of 4.5%. Shanghai’s cultural industry and its added value have decreased slightly in recent two years, but they have basically maintained double-digit growth, and the added value accounts for about 6% of the city’s gdp. In recent two years, Suzhou and Huzhou have effectively released the development potential of cultural industries by leveraging the integration of cultural tourism and industrial interaction. In January 2021, Suzhou held a conference on high-quality development of cultural industries, proposing that the added value of Suzhou’s cultural industries should double the proportion of gdp in five years. In 2020, the Huzhou Municipal People’s Government issued the Notice of Huzhou’s Three-year Action Plan for Promoting the Construction of a Pilot City for Cultural and Tourism Consumption (2020-2022), which mentioned that "by 2022, the added value of cultural industries will account for more than 8% of the city’s gdp", and combined with the new trends and new demands of cultural and tourism consumption,
Second, the development environment of the cultural industry has been continuously improved. The municipal governments in Shanghai metropolitan area have continuously innovated the way of special funds for the development of cultural industries, increased policy support, and escorted major cultural industry projects to take root. Cities are actively promoting the development of digital, intelligent and networked culture, laying out advanced technologies such as cloud computing, big data, artificial intelligence and 5g to build service platforms and promote the development of cultural industries, creating a digital cultural industry, and a number of leading representatives of deep integration of culture and technology have emerged. For example, suzhou science and technology town Cultural Science and Technology Industrial Park uses the patent examination and cooperation Jiangsu Center to gather a group of software and game animation enterprises; Relying on the "virtual studio" online virtual studio system platform for cultural creativity established by Suzhou Research Institute of Communication University of China, it will attract cultural and technological enterprises to gather.
The third is the productization and branding of urban cultural ip. Cities in Shanghai Metropolitan Area have established a modern cultural symbol communication system based on the historical and cultural resources in the south of the Yangtze River, guided by the urban community value and carried by the international cultural platform, and actively promoted the marketing promotion strategy of urban cultural image, which focuses on the integration of literature and tourism and highlights the in-depth experience. Combined with the new marketing model of urban cultural image in the digital and intelligent era, various online platforms have empowered the promotion of urban cultural image and promoted the branding process of urban ip.
2. Diversification of market development
The scale of the cultural market in Shanghai metropolitan area continues to expand, and an eclectic, open, stable, prosperous and diversified socialist cultural market system has been formed.
First, the film market has accelerated. Within the scope of Shanghai metropolitan area, cities actively cultivate all kinds of film producers, and the number of film production institutions has increased significantly. For example, Wuxi strives to build a national digital film industrial park. It is estimated that by 2025, there will be more than 2,000 film production and related enterprises, and the output value of film and related industries will exceed 30 billion yuan. Shanghai strengthens cooperation and exchanges in education, culture, tourism, health, science and technology, and think tanks by enhancing the influence of cooperation mechanisms such as the Belt and Road Film Festival Alliance, the Shanghai International Film Festival, and the Silk Road International Arts Festival Alliance. The box office of movies keeps rapid growth every year, and the number of cinemas and screens and the number of people watching movies continue to increase. The rural mobile film projection team realized the digital conversion of projection equipment.
Second, the development of the cultural interpretation market has accelerated. In recent years, the development of cultural interpretation market has reached a record high in Shanghai metropolitan area. Based on the data of real-time cultural performances in barley net in December, 2019, 70% of the cultural performances in the metropolitan area were concentrated in Shanghai, with a total of 405 performances. The richness and diversity of cultural activities in Shanghai are obvious. Compared with Shanghai, the number of cultural activities in other urban areas is obviously less, such as 60 in Suzhou, 37 in Ningbo and 23 in Wuxi, ranking second, third and fourth respectively. In addition, Zhangjiagang City and Kunshan City in Suzhou also entered the top ten, indicating that Suzhou has a high overall cultural activity richness. Other places in the top ten include Changzhou City, Jiading District, Zhoushan City and Nantong City. Since Song Cheng, in April 2021, Song Cheng, Shanghai, appeared on the Huangpu River. Through entertainment, the large-scale interactive experience project was planned as a tourist space, creating a new form of urban performing arts.
Third, the scale of the art market continues to expand. With the continuous expansion of the scale of the art market and the accelerated growth of market participants, the bonded trade of cultural art, as a new format of "bonded plus", is of great significance for accelerating the gathering of market participants of cultural art and promoting the efficient and rapid development of the market. As the 11th auction center of Christie’s in the world, Shanghai has built a 3,000-square-meter professional bonded art warehouse in the national foreign trade base to carry out bonded art auction activities. The brand influence of Shanghai Art Fair, Shanghai Spring Art Salon, Shanghai City Art Fair, Asian Gallery Art Fair, art21 Contemporary Art Fair, West Coast Art and Design Fair, Shanghai International Design Creative Fair and other art fairs has been continuously enhanced.
(3) A breakthrough was made in the integration of cultural tourism.
Under the background that the integration of cultural tourism has become a national industrial development strategy, based on the rich regional culture and tourism resources, Shanghai metropolitan area has made great achievements in promoting global tourism and developing regional tourism integration in the practice of the integration of cultural tourism industry.
1. The development of cultural tourism integration has advanced rapidly.
With the inherent advantages of complete categories of natural and human landscapes, relatively perfect cultural and tourism market construction and related facilities, cities in Shanghai metropolitan area have accelerated the development of cultural and tourism linkage and regional tourism cooperation mode on the basis of the establishment of the Yangtze River Delta Animation Industry Cooperation Alliance, the Yangtze River Delta Cultural and Creative Exhibition Industry Alliance, the Yangtze River Delta Red, Cultural Tourism Regional Alliance, the Yangtze River Delta Cultural and Tourism Industry Alliance, and the Yangtze River Delta Cultural and Equipment Industry Association Alliance.
First, the comprehensive level of the cultural tourism industry has been continuously improved. The development of cultural tourism industry in Shanghai metropolitan area has shown an upward trend in recent years. Because the COVID-19 epidemic in 2020 has a huge impact on the tourism industry, the data are not representative, so the data in 2019 are used in the following. According to the statistical data of each city’s 2020 Yearbook, the tourism income level of "1+8" cities in Shanghai metropolitan area is relatively balanced, except Nantong, which has reached 100 billion yuan, with a total of 1,204.668 million tourists and more than 510 star-rated hotels. From a national perspective, the total national tourism revenue in 2019 was 6.63 trillion yuan, and the total urban tourism revenue in Shanghai metropolitan area was 1.89 trillion yuan, accounting for 28.51%, more than a quarter.
//Table 1 Tourism Industry of "1+8" Cities in Shanghai Metropolitan Area in 2019
Second, the cultural tourism products are constantly enriched. In recent years, cities in Shanghai metropolitan area have implemented the "culture+"development project, innovated and developed new formats and products, focused on strengthening the cultivation of red tourism education bases, and promoted the integrated development of red tourism to culture and education. For example, there are 34 red tourist attractions in Shanghai; Huzhou is building a cultural tourism integration development zone in South Taihu Lake, gathering a number of cultural tourism projects with international influence, exploring the establishment of a "Moganshan Tourism Special Economic Zone", and making a number of characteristic town clusters such as world rural tourism towns, silk towns, lake pen towns and Taihu performing arts towns bigger and stronger; Changzhou has built a product cluster of "stunning Jiangnan leisure landscape" and a brand of "Jiangnan gateway traceable canal".
Third, new progress has been made in the construction of the digital travel platform. Cities in Shanghai metropolitan area actively promote the construction of digitalization and informatization of cultural tourism and carry out the coordinated development of digitalization of cultural tourism. For example, Suzhou is striving to build a digital cultural tourism center, laying the foundation for taking the lead in building a national benchmark city of "digital leading transformation and upgrading"; Nantong relies on the city’s smart cultural tourism platform to accelerate the construction of the city’s smart cultural tourism guidance system.
Fourth, the training of tourism talents has been paid attention to. All cities in Shanghai metropolitan area have written the training of cultural tourism talents into their plans, and some cities have established a relatively perfect overall training model for cultural tourism talents, and introduced and trained a number of cultural tourism professionals such as tourism planning, creative planning, marketing and smart tourism through various policies.
2. Open the integration and co-construction mode of cultural tourism brands.
With the help of the national strategy of integrated development of the Yangtze River Delta, cities in Shanghai metropolitan area actively combine the complementary high-quality cultural resources among cities to expand the influence of Jiangnan culture.
First, point-to-point collaborative construction of tourist areas. For example, Ningbo will jointly build the Grand Canal Cultural Belt and the Road of Tang Poetry in East Zhejiang, and build a boutique tourism belt of Zhejiang Grand Garden. Wuxi actively deepens cooperation with Wujin District, Changzhou, develops Zhushan Lake Eco-tourism Zone, promotes the co-construction of Taihu Bay Science and Technology Innovation Zone, builds a world-class eco-lake zone and an innovative lake zone, accelerates the construction of Xiyi Collaborative Development Zone, promotes the planning and construction of projects such as Danianhuawan, Ducun Water Town and Zhou Tie Headquarters Park, and builds a famous cultural tourism and leisure resort in the Yangtze River Delta. Jiaxing cooperates to build the Yangtze River Delta Eco-Green Integrated Development Demonstration Zone, strengthens the demonstration cooperation with Qingpu in Shanghai and Wujiang in Suzhou, and strives to create a new benchmark for ecological advantage transformation, a new highland for green innovation and development, an experimental field for integrated system innovation, and a new model for harmony and livability between man and nature.
The second is to actively explore and cooperate to build a brand of cultural tourism. In recent years, cities in Shanghai metropolitan area began to consciously and actively try to cooperate and co-organize, organize and undertake various major events, cultural and sports activities, exhibition forums, etc., and jointly develop cultural and tourism line products. For example, Taihu Bay in Changzhou, Nianhua Bay in Wuxi and East Taihu Lake in Suzhou have cooperated to develop cultural tourism resources, and jointly created cultural tourism brands such as "Classic Tour of the Grand Canal World Heritage", "Boutique Tour of Leisure Holidays around Taihu Lake" and "Experience Tour of Ancient Towns and Villages in Jiangnan Ancient City", and launched "Travel Card Co-branded Card".
Second, the evaluation and problems of cultural development in Shanghai metropolitan area
(A) development evaluation
Shanghai metropolitan area is rich in cultural resources. Promoting the influence of culture at home and abroad, enhancing the cultural cohesion and expanding the cultural radiation are important paths to promote the prosperity of cultural undertakings and the high-quality development of cultural industries. Regional cultural cooperation is an important part of the integrated development of the Yangtze River Delta, and culture has become one of the main driving forces for sustainable economic growth. It is necessary to grasp the linkage, integration and coordinated promotion of "culture, tourism and other industries" in both strategic overall planning and specific project implementation.
1. Rich cultural resources and diversified expression of mainstream culture facing the world.
Jiangnan has nurtured a typical "regional cultural sentiment" since ancient times. The richness, respect for education, diligence, elegance, prosperous culture, numerous scholars and heroic feelings of home and country in Jiangnan have been deepened and portrayed in various literature, history and poems, thus cultivating a very distinctive "Jiangnan culture" in China’s local cultural system. No matter from the dimension of space or time, the spiritual bond of "Jiangnan" is closely related to the national strategy of integrated development of the Yangtze River Delta. There are abundant cultural resources of "Jiangnan" in Shanghai metropolitan area, including canal cultural resources, urban cultural resources, industrial cultural resources and red cultural resources.
(1) The types of cultural resources are diverse, and gradually become the connotation support for the promotion of city image.
According to the data reported in Shanghai’s 2019 Yearbook, Shanghai has 34 red tourist attractions. In 2020, taking the centenary of the founding of the Communist Party of China (CPC) as an opportunity, Shanghai will carry out the excavation and publicity project of "the birthplace of the party", the red culture inheritance and promotion project and the protection and utilization project of revolutionary cultural relics, and build the memorial hall of the first National Congress of communist party, China; Promote the creation and production of literary and artistic works and publications with red themes, build a site teaching base for party spirit education, form a brand of red cultural education and develop red cultural tourism; Deepen the regional cooperation of red tourism in the Yangtze River Delta and enhance the identity and popularity of Shanghai’s red culture.
The Beijing-Hangzhou Grand Canal is divided into two parts in the south of the Yangtze River: the Jiangbei Canal and the Jiangnan Canal. The cities that flow through the Shanghai metropolitan area are Changzhou, Wuxi, Suzhou and Jiaxing. Combined with their respective cultural characteristics, cities have joined hands to actively promote the construction of the Grand Canal cultural belt and achieved phased results. Changzhou, the first phase of Qingguoxiang historical and cultural block was built, creating a "regular Universiade" and forming a national brand; Wuxi has become a national public cultural service system demonstration area and a tourism and leisure demonstration city in China, further highlighting the city image of "Pearl of Taihu Lake, a prosperous place in the south of the Yangtze River"; Suzhou, with the goal of building "the most wonderful section of the Grand Canal Cultural Belt", will continue to enhance the influence of cultural brands and build a global "world heritage model city" and "handicraft and folk art capital"; Jiaxing highlights the advantages of wetland ecology in the Yangtze River Delta, cultural tourism on the Silk Road of the Grand Canal and the future science city of Swan Lake, and strives to build "the best high-level innovative economic leading area in the Yangtze River Delta, the first-class high-quality ecological civilization model area in China, the international leading high-level urban-rural integration demonstration area, and the bearing place for practicing new development concepts".
(2) Cultural construction develops in clusters, with balanced spatial layout and distinctive features.
Shanghai metropolitan area is rich in cultural resources. According to relevant statistics, there are 150 cultural resources in Shanghai metropolitan area, including 73 national and 77 provincial. There are 128 ecological resources sites, including 46 national and 82 provincial ones. From the perspective of cultural spatial layout, five characteristic cultural clusters have been formed in the north and south. First, Wuxi, Suzhou, Huzhou and Jiaxing are the cultural clusters of "Elegant Water Town" around Taihu Lake and Jiangnan Culture; The second is the cultural cluster of "calligraphers and Confucian merchants" in the southern bookseller culture represented by Ningbo; Third, the cultural cluster of "Buddhist Fairy Island" with Zhoushan as the representative, which integrates Buddhist culture and marine culture; The fourth is to develop the cluster of "Jianghai culture" and "health-preserving culture" represented by Nantong’s cultural landmark of "the first city in modern China"; Fifth, an "international metropolis" cultural cluster, represented by Shanghai’s international metropolis, which integrates Jiangnan culture, Shanghai culture and red culture. These five cultural clusters have carried out cultural exchanges at home and abroad through the interlinked and unique cultural output, showing the all-inclusive, inclusive and harmonious characteristics of the culture of Shanghai metropolitan area.
(3) Cultural resources should be inherited and utilized, and cross-city linkage protection mechanism will become inevitable in the future.
In recent years, the advantages of inheritance and utilization of cultural resources in Shanghai metropolitan area have become increasingly prominent. In addition to using new technologies to protect material and cultural resources, implementing the informatization, digitalization and networking construction of cultural relics, and establishing the information database of cultural relics, museums and precious ancient books in the city, we also attach importance to developing their corresponding social and cultural resources and forming cultural brands in combination with theme tourism and other projects. Suzhou, for example, plans to build the Suzhou World Cultural Heritage Exhibition Hall, create a national demonstration area for the protection and utilization of cultural relics, plan and organize the "Jiangnan Water Town" to apply for the World Heritage and participate in the application for the Maritime Silk Road.
In addition, the linkage mechanism of non-legacy activation and utilization between cities has initially taken shape. For example, the Grand Canal Heritage Protection, the Grand Canal World Heritage Protection and Management Cities Alliance was established, and the Grand Canal Heritage Protection and Management Office was set up, whose main function is to coordinate, organize and implement the heritage protection and management of the entire Grand Canal. Inter-regional, inter-departmental and inter-professional canal protection coordination mechanism and management system are being explored and formed.
2. Culture has become one of the main driving forces for sustainable consumption growth.
Cultural consumption has entered a period of rapid growth, and the demand for cultural consumption in people’s lives is strong. Cultural consumption has become an important force driving economic growth, and the added value of cultural industries is increasingly influenced by cultural consumption.
(1) The basic advantages of tourism industry are obvious, and the large market of cultural tourism tends to mature.
On the whole, the tourism of cities in Shanghai metropolitan area tends to be mature, forming a relatively mature cultural tourism market, which is the representative of cultural tourism consumption in the Yangtze River Delta region. From a horizontal point of view, except for Shanghai, the gap between the other eight cities is not obvious, and Suzhou and Ningbo are outstanding. Wuxi and Zhoushan also performed well in terms of tourism foreign exchange income. Based on the comprehensive analysis of domestic tourism scale and inbound tourism scale of "1+8" cities in Shanghai metropolitan area, it is found that compared with the whole province of the city, except for a few cities, all the indicators are basically above the average.
//Table 2 Comparison of Tourism Scale between Shanghai Metropolitan Area and Jiangsu and Zhejiang Provinces (2019)
(2) Cultural consumption potential provides realistic impetus for urban integration development.
In 2019, the total gdp of the Yangtze River Delta was as high as 23.73 trillion yuan. Among the six cities with gdp exceeding one trillion yuan, Shanghai metropolitan area accounted for four, namely Shanghai, Suzhou, Wuxi and Ningbo. Among them, Shanghai exceeded 3.8 trillion yuan and Suzhou nearly 2 trillion yuan. The total population of the three provinces and one city in the Yangtze River Delta accounts for 16% of the country’s total population, while the total retail sales of social consumer goods accounts for 22% of the country, with strong per capita consumption power. Based on the comprehensive analysis of the domestic tourism income and foreign exchange tourism income of "1+8" cities in Shanghai metropolitan area, it is found that they have made great contributions to the income of their provinces.
//Figure 1 Comprehensive analysis of urban tourism in Shanghai metropolitan area in 2019, domestic tourism income and tourism foreign exchange income in Jiangsu and Zhejiang provinces.
(3) The development of cultural and creative industries provides industrial support for the integrated development of cities.
The cultural and creative industry has become a new kinetic energy for urban economic development and a cohesive force for cities to gather talents. The vigorous development of cultural and creative industries in Shanghai metropolitan area provides industrial support for the construction of metropolitan cultural circle. For example, Shanghai has established the goal of building a cultural and creative industry center with international influence. In 2018, Shanghai’s cultural and creative industries achieved an added value of 422.772 billion yuan, an increase of 8.9% year-on-year, ranking among the eight key industries in Shanghai. Suzhou has also become an important creative industry base, with a large number of cultural and creative industrial parks. Ningbo concentrates on building the Yongjiang Science and Technology Innovation Corridor, scientifically arranges and builds a number of innovative units such as Wenchuang Port and Software Park, and promotes the accelerated gathering of scientific research facilities, large institutes and science and technology enterprises to create an innovation belt with Yongjiang as the main axis. The fashionable cultural resources of many modern cities in the Yangtze River Delta, such as performing arts, design, competitions, games, shopping, etc., and the urban vitality and customs formed by the integration of culture, tourism, commerce, sports and exhibitions, reflect the latest development achievements and contemporary charm of Shanghai metropolitan area.
3. The integration of cultural tourism promotes the development of global tourism in the direction of high quality.
"Regional cooperation, cultural tourism first" is an important experience in the development of regional integration. The cities in Shanghai metropolitan area provide a good example for exploring a new mechanism of regional integration in terms of giving full play to the characteristics of big industry, people’s livelihood, big display, big consumption and big cooperation and environmental friendliness.
(1) The policy environment of regional cultural tourism integration is improving.
The integration of cultural tourism is a national strategic design, and Shanghai metropolitan area plays a leading role in high-quality development. In recent years, cities have signed cooperation agreements to strengthen the integration and development of cultural tourism. In June 2018, the tourism management departments of Shanghai, Zhejiang, Jiangsu and Anhui provinces and one city intend to sign the Strategic Cooperation Agreement on High-quality World Famous Tourism Destinations in the Yangtze River Delta Region.
According to this cooperation agreement, the three provinces and one city will dig deep into the connotation of "China culture and Jiangnan charm" and build regional tourism boutique projects around the Yangtze River, the Grand Canal and other water systems, historical and cultural cities, boutique hotels and other unique resources; Establish a unified regional tourism brand image, jointly produce unified tourism promotional materials, jointly develop "one-way multi-stop" regional tourism boutique routes, and launch a series of fast tourism products such as "high-speed rail+scenic spot tickets" and "high-speed rail+hotels"; Aim at the new consumption and experience trend of tourism, enlarge the complementary advantages of resources, and jointly create cross-regional characteristic tourist routes.
The four places will also highlight the development of the inbound tourism market, and jointly innovate the inbound tourism convenience policy, jointly create a good environment for foreign tourists to leave the country for tax refund, and guide overseas tourists to make good use of favorable policies such as 144-hour transit visa exemption; Establish foreign language tourism websites in the Yangtze River Delta, and strengthen joint information release, joint product display and joint publicity of activities; Establish a linkage mechanism for the reception of Chinese and foreign guests, and develop a number of excellent inspection and collection routes that reflect the "beautiful China" and the regional characteristics of the Yangtze River Delta, so as to provide more and better choices for Chinese and foreign guests, further enhance the international influence and popularity of tourism in the Yangtze River Delta, and jointly amplify the spillover effect of China International Import Expo; Establish and improve the adjustment mechanism of tourism resources for major festivals and exhibitions, work together to ensure the service of import fairs, and expand the driving effect of import fairs in tourism accommodation, scenic spots and shopping.
It is also the focus of this agreement to launch products such as "Changyou Yangtze River Delta" and "One Card" for Huimin, encourage and support the establishment of a convenient system for car rental and car return in different places, and improve and upgrade the regional tourism public service system. Guided by intelligence and convenience, the three provinces and one city will strengthen the construction of tourism public service facilities, set up tourism consultation centers at airports, docks, important high-speed rail stations and expressway service areas, and form a regional tourism service network with mutual openness and unified standards; Establish a full-coverage tourism information service system, build a large tourism database, realize the interconnection of tourism information, and establish a joint information release mechanism such as tourism safety tips and early warning of large passenger flow in tourist attractions (spots).
The four places will also explore the establishment of a new supervision mechanism with credit as the core, draw up a "data list", "behavior list" and "application list" of credit information in the tourism field in the Yangtze River Delta, establish and improve a joint law enforcement and comprehensive supervision mechanism for tourism in the Yangtze River Delta, jointly crack down on unfair competition and violations of consumers’ rights and interests, and jointly rectify and standardize the order of the tourism market; Establish and improve the tourism credit system and dishonesty registration system in the Yangtze River Delta, and realize information interconnection for enterprises and individuals listed as untrustworthy. Smooth the notification and handling channels of tourist complaints in the Yangtze River Delta region, and establish and improve the rapid handling mechanism of tourist complaints as soon as they are received. Establish a linkage and coordination mechanism for tourism emergencies, establish emergency plans for major tourism events and tourism safety incidents across regions, and improve the system of remote rescue and insurance claims for tourism traffic accidents.
(2) regional cultural tourism consumption and cultural tourism benefiting the people have become the focus of cultural tourism project development.
At present, the integration development of cultural tourism in cities of Shanghai metropolitan area pays more attention to enhancing the connotation, character and realm of cultural tourism industry, focusing on effectively promoting the development of human culture, nationalization and characteristics of tourism industry, effectively exploring and promoting the distinctive cultures of regions, regions and different fields. For example, in Suzhou, we will deepen the construction of a national cultural and tourism consumption demonstration zone, promote the upgrading of cultural tourism consumption, build a general entrance platform for "Jun to Suzhou" cultural tourism, cooperate with major tourism e-commerce companies, realize the full coverage of online reservations for cultural tourism places, and combine with the digital cultural industry to realize the all-round display of Suzhou’s characteristic cultural tourism resources such as "cloud tourism", "cloud performing arts" and "cloud exhibition", carefully build a "Jiangnan small theater" and promote the "Jiangnan small bookstore" Ningbo will deepen the promotion activities such as "flowing world cultural heritage" and "seeing the sea along the canal", create a number of business cards for traveling in gold, such as "Haisi Road of the Grand Canal", "Road of Tang Poetry in East Zhejiang" and "Poetry and Painting of Thousands of Bowls of Yong Cuisine in Hundreds of Counties in Zhejiang", and promote the construction of pilot cities for cultural tourism consumption and gathering areas for cultural tourism consumption.
With the opening of Hangzhou-Huangzhou high-speed railway, Shanghai Qingpu to Wujiang Lili, Wujiang Lili to Jiashan Xitang, and a series of traffic constructions, the "same city effect" has been continuously enlarged in cities in Shanghai metropolitan area. In 2019, the "Yangtze River Delta pass" Tourism Year Card launched a variety of products such as "Shanghai-Hangzhou-Nanjing Edition" and "Shanghai-Hangzhou Edition", established the "Yangtze River Delta Cultural Tourism Consumption Integration Alliance" and launched the "one-vote Yangtze River Delta" cultural tourism consumption solution. The Cultural Tourism Bureau of 7 cities and 1 district in the Yangtze River Delta cooperates with Alibaba Entertainment Group to promote the sharing of cultural resources and consumer data in various cities, and the government and enterprises cooperate to carry out cultural tourism to benefit the people and create a "cultural tourism consumption season" with local characteristics.
(3) A new cultural and creative carrier will be formed through the linkage, integration and coordinated promotion of "culture, tourism and other industries".
Generally speaking, cities in Shanghai metropolitan area have gathered colorful and distinctive material and intangible cultures in the triangle area, including Shanghai culture, Wuyue culture, Huaiyang culture, Canal culture, etc. By exploring rich and diverse ontological cultural resources, their cultural characteristics are properly presented, and through the integration of culture and tourism in cities, villages, intangible cultural heritage, cultural creation, research and other fields, cultural inheritance, resource utilization, and research have been initially formed. For example, Suzhou cultural landmark projects are typical in reflecting their true colors, unique features and appropriate expressions.
(2) Main problems
The main problems in cultural construction of cities in Shanghai metropolitan area are mainly concentrated in two aspects: first, the synchronicity of cultural coordination needs to be strengthened; Second, the depth and breadth of the integration of "culture+"are not enough.
1. The cultural synergy and consensus of Shanghai metropolitan area need to be strengthened.
The consensus of cultural synergy is reflected in the overall planning, industrial structure layout, and insufficient market flow.
First, the overall cultural construction planning within the scope of Shanghai metropolitan area is relatively weak. From the planning of cities in Shanghai metropolitan area, we can see that, relatively speaking, there is a lack of overall planning for cultural construction and cultural coordination, and the development of cultural construction and cultural tourism industry is still in the point-to-point stage between cities. Cities focus on the development of synergy between high-tech industries and strategic emerging industries, but lack overall planning and corresponding policy support for the coordinated promotion of cultural industries, cultural tourism industries, including sports health industries. In addition, in some policy areas, the cross-border spillover effect and the border conflict of administrative areas have affected the rational allocation of resources, and the market and social forces have not been fully exerted in cultural construction, especially in the communication and exchange of public cultural construction. There are still various local protectionism in the opening of cultural markets, the integration of production factors and the allocation of cultural heritage resources, which limits the cultural construction and cultural industry to a certain extent.
Second, the market liquidity of cultural innovation factors is insufficient. As the cultural industry has become an important starting point of economic transformation in various places, local governments in various cities have introduced subsidy policies or established investment funds to promote the development of cultural industries. On the one hand, due to the pursuit of political achievements, these behaviors often have the characteristics of short-term, which affects the normal flow of production factors and causes the waste of factor resources; On the other hand, although regional collaborative innovation has been initiated among cities, the cultural roots and veins have been neglected in the areas of regional innovation mechanism, innovation system and rules, and there is a cultural gap, which makes it difficult for their innovative resources and characteristic advantages to complement each other and interact with each other. Although the cities in Shanghai metropolitan area have taken some cooperative measures for many years, the awareness and practice related to the cultural values between cities and the overall brand level of regional cultural tourism are still insufficient. The layout of leading industries in Shanghai metropolitan area often echoes the development expectation of the main body, mainly for improving economic benefits and brand benefits. Equipment manufacturing, electronic information, automobiles and other projects have the most prominent agglomeration effect, but insufficient consideration is given to the coordination of cultural industries in the process of integration.
Third, the homogenization of the cultural industry structure is obvious. The development degree of cultural industry in Shanghai metropolitan area is divided into three echelons from the perspective of total output value. As the first echelon, Shanghai and Suzhou have relatively mature and distinctive cultural industries. Shanghai has a strong innovation ability and a high concentration of high-tech talents, and the urban industry led by an international metropolis has become an important pillar of urban development. According to official website, Office of Shanghai Leading Group for Promoting Cultural and Creative Industries, the added value of Shanghai’s cultural and creative industries reached 498 billion yuan in 2019, up 7% year-on-year, accounting for 13% of gdp. Suzhou focuses on the development of digital culture industry, focusing on animation and games, film and television, network culture and other sub-industries, and expanding key areas such as creative design, performing arts and entertainment, cultural and tourism integration, arts and crafts, and digital cultural equipment manufacturing. It is estimated that by 2025, the added value of the city’s cultural industry will account for 10.5% of gdp, of which core areas will account for more than 50%. As the second echelon, Wuxi, Changzhou, Nantong, Ningbo and Huzhou have their own cultural industries. Relying on Wuxi National Digital Film Industrial Park, Wuxi will build a film industry ecological circle, promote the construction of national film industry innovation experimental zone, and improve the development scale and quality of digital media, digital entertainment, digital publishing, digital equipment, network audio-visual and other fields in digital content industry; Changzhou strives to build a national-level audio-visual copyright import and export platform, a traceability data management platform and a municipal-level cultural property rights trading center, and build a national-level cultural industrial park (base), while paying attention to cultural and sports integration;Nantong will build Chongchuan Art Oriental Art Complex, Zuo ‘an Animation Industrial Park, 1895 Wenchuang Industrial Park, Home Textile Cultural Creative Industrial Park, Digital Culture (Video) Industrial Park of the City Development Zone, Hai ‘an 523 Cultural Industrial Park, Rugao Next Future Science and Technology City, Haimen Qilin Redwood Industrial Park and other cultural industry key parks (bases) to form the city’s cultural industry development cluster; Ningbo has made some achievements in the game industry of the national animation base, with the goal of building a new gathering area of digital culture industry with national influence; Huzhou Juli develops digital culture, creative design, film and television media and other core industries that conform to the modern cultural industry system. Jiaxing and Zhoushan, as the third echelon, are far from the first echelon in terms of the proportion of gdp and the scale of cultural industries. Although they have profound cultural heritage and superior ecological advantages, they lack production capital and professional talents in industrial development. It can be seen that the first and second echelons, in particular, are concentrated in the fields of digital culture industry, animation industry and game industry, with serious homogenization and no complementary advantages.
2. The integration and development of "culture+"is not deep and wide enough.
The development mode of the integration of culture and tourism is at the primary level. Compared with the integration of "culture+"in the international metropolitan area, the Shanghai metropolitan area has not yet achieved effective results in enhancing the height of urban innovation through the integration of culture and technology, expanding the depth of urban industry through the integration of culture and finance, and broadening the breadth of urban economy through the diversified integration of culture, business and trade.
First, the promotion function of "culture+"is not fully exerted. The cultural industry within the scope of Shanghai metropolitan area has not fully played a leading role in the integration of traditional industries, and science and technology have not penetrated enough from the consumption end to the production end of cultural industries. The explosive growth of internet users has laid the foundation for the rapid development of "culture+technology", but many new formats are still in the stage of barbaric growth, lacking industry norms, and some of them fall into vulgarity. The role of science and technology in cultural production is not deep enough, and the advantages of scientific and technological innovation city led by Shanghai in scientific and technological innovation and culture have not been fully exerted. Other cross-border integrations such as "culture+sports", "culture+agriculture", "culture+industry" and "culture+finance" are still in the stage of conceptual innovation, and the practical effect is not obvious. Most cultural industries are small in scale, low in energy level and slow in growth, and lack of brands to start urban cultural industries, and have not produced distinctive cultural brands with sufficient influence and recognition in Shanghai metropolitan area. The awareness of intellectual property protection and related systems also need to be further strengthened. The path of combining cultural creativity with traditional industries needs to be explored in the future consumption upgrading trend.
Second, there is a lack of effective integration of characteristic cultural resources. The development of cultural tourism integration in cities of Shanghai metropolitan area is insufficient in terms of resources, products, markets, etc., and the work of promoting the functions of cities and metropolitan areas based on the coupling reconstruction of cultural tourism industry value chain and cultural tourism integration is far from enough, and the supply of fine products for urban cultural tourism integration is lacking. The cultural resources in Shanghai metropolitan area are complementary, and the development strategies of cultural industries also have their own characteristics, but the overall excavation of characteristic resources is not deep enough and there is a lack of effective integration. The resources such as Jiangnan culture, Shanghai culture, Jianghai culture, Buddhist culture and marine culture scattered in various cities have not been linked together to promote integration, interaction and innovation; The cultural brand system based on Shanghai metropolitan area is not systematically planned, managed and operated.
Third, the effect of the development of urban financial services and cultural industries is not strong. Take Shanghai as an example. During the 13th Five-Year Plan period, Shanghai actively promoted the integration of culture and finance, signed the Memorandum of Cooperation and Development of Culture and Finance with the Municipal Finance Office, completed the top-level design of the integration and development of culture and finance, and established the Shanghai Brand Development Fund to support the development of related industries. However, at present, due to the fact that some cities’ financial support policies do not conform to the law of industrial development, the scope is improper and the efficiency is low, and the expected capital support effect cannot be achieved.
Fourth, there is a lack of "going out" of the overall cultural image of Shanghai metropolitan area. Shanghai metropolitan area is the region with the highest degree of multicultural coexistence and domestic internationalization, and the spread of Chinese culture needs to carry out exchanges and cooperation with the world at the forefront of opening up. In the process of foreign exchange and cooperation, it is necessary to form the overall cultural image of Shanghai metropolitan area, tell the story of China with cultural products and services as the carrier, so as to create cultural achievements in cultural collision. We should seize the opportunity of "Belt and Road" construction, strengthen cultural self-confidence, and actively promote foreign cultural trade and spread China culture in Shanghai metropolitan area.
Third, the cultural development prospect of Shanghai metropolitan area
The cultural construction of Shanghai metropolitan area should be vivid and concrete, which is a high degree of agreement between external phenomena and internal spirit. The promotion of cultural soft power is not a simple superposition of cultural characteristics of various cultural subsystems, but a new characteristic formed on the basis of the synergy of various systems. Facing the future, the cultural planning of Shanghai metropolitan area should adhere to local conditions, not only base on local reality, but also enrich the characteristics and advantages of modern culture with the times, shape a living model with international quality and charm in the south of the Yangtze River, cultivate and activate heritage groups, and develop the cultural road of metropolitan area; We should conform to the new consumption trend, focus on building an international quality service facility group, and enhance the new consumption infrastructure and service support capabilities; We should conform to the new way of production and life, and build towns and villages with Jiangnan charm into the carrier space of emerging economy and the project home of poetic dwelling; We should jointly build tourist and boutique tour routes, and connect all kinds of characteristic resources in the metropolitan area in series; We should plan rich and diverse cultural activities and sports events, attract all kinds of international institutions to settle in, unify the promotion of cultural soft power with spiritual cultivation, and make the Shanghai metropolitan area a dialogue area between history and the times, and between China and the world.
(A) the overall protection and activation of heritage groups, shaping the cultural road to inherit the regional context
There are many categories and huge quantities of historical and cultural elements within the scope of Shanghai Metropolitan Area, with world-class material and intangible cultural heritages, national historical and cultural cities, historical and cultural towns and villages in China, historical and cultural blocks and historical buildings with distinctive characteristics. These historical and cultural heritages are rich in material and spiritual wealth, which urgently need systematic protection and deep value mining. The collaborative planning of Shanghai metropolitan area envisages the cultivation of metropolitan area heritage groups. First, the "Jiangnan Water Town Heritage Group", which takes Taihu Lake in the west and Hongqiao in the east, with a total area of about 2,800 square kilometers, as the "Jiangnan Water Town Heritage Group" to focus on building and excavating the cultural heritage of the mountains, rivers and scenery in the south of the Yangtze River; Protect the spatial grass-roots with the most water town characteristics, restore the texture of the river network in the south of the Yangtze River, and reproduce the ecological background of "the charm of water town is all in the river" and the historical charm of "the land of fish and rice"; Reproduce the blue-green water network context and natural ecological space by means of "swimming in the pond, balancing the water in the well, restraining the water and storing the water"; Build the most elegant and poetic living model, reproduce the life scene of "every family has many small bridges", market the exquisite, elegant and leisurely life mood through the protection and construction of traditional Jiangnan folk houses, and build a humanistic spiritual home for cultural communication and exchange. Second, around the world-class cultural heritage "Suzhou Classical Gardens", combined with its surrounding historical and cultural blocks and historical and cultural resources, as well as the 4a-level and above scenic spots on the northern shore of Taihu Lake, to create "China Classical Garden Heritage Group".Combine the classical private gardens in China with the modern charming landscape. The third is to build a world-class open-air celadon museum around the world cultural heritage "China Ancient Porcelain Kiln Site" and the surrounding heritage resources. By telling and inheriting the manufacturing technology of China porcelain, the beauty of Jiangnan craft and industrial culture industry will be integrated. In the construction of cultural heritage groups, we should actively combine culture with tourism, develop tourism products, create unique cultural goods of heritage groups, and realize the deep integration of culture, tourism and commerce.
(B) build a town-village alliance with the charm of the south of the Yangtze River to promote the development of leisure culture in the metropolitan area.
The strong Jiangnan charm of Shanghai metropolitan area can not be separated from the development of characteristic towns and water villages. In the process of town and village development, we should focus on cultivating town alliance and village alliance. We will build the towns and villages in Shanghai metropolitan area into an ideal human settlement carrier in the south of the Yangtze River that can link history and the cradle of emerging economic growth in the future. According to the idea of collaborative planning of Shanghai metropolitan area, firstly, it is necessary to promote the linkage between characteristic towns in Shanghai metropolitan area, and build a "small town alliance" by connecting characteristic towns with close geographical proximity and factor resources, so as to realize a new format of complementary resources, mutual promotion of routes, escort of tourists and information sharing, and strengthen the popularity and influence of Jiangnan cultural brands by jointly building tourist golden routes and holding a series of cultural and artistic activities. Second, based on rural characteristics, form a unified and charming rural alliance with themes, and jointly enhance the popularity and influence of cultural tourism products through unified tourism brands, logos and unified tourism promotion. Third, promote the construction of cross-border scenic tourist roads and the organization of tourist routes, and promote the cultural tourism landscape of "beading into chains and connecting into pieces" in charming villages.
(C) Building a cultural tourism circle with outstanding charm, and enriching the supply of cultural tourism products with performing arts culture as an opportunity.
We can learn from the experience of wide-area sightseeing tours in foreign metropolitan areas, and build a cultural tourism circle and boutique tours with outstanding charm in Shanghai metropolitan area, so as to shape the metropolitan area into a world cultural tourism destination with international influence and attract tourists from all over the world. According to the collaborative planning, the first thing for the development of cultural tourism in Shanghai metropolitan area is to integrate the centralized cultural tourism resources across regions and cultivate multiple tourism circles. Through the construction of tourism circle, deepen tourism cooperation, jointly promote tourism brands, strengthen the introduction of tourists, and form a shared tourism platform. Each tourism circle creates a unique theme. By identifying the resource elements in the tourism circle, we can refine the tourism theme, form a unified cultural image, publicity logo, overall style and commemorative goods, and jointly cultivate a common tourism brand facing the world. At the same time, through brand cultivation and factor construction, it will form differentiated competition with other tourist circles and attract high-end tourists in Shanghai metropolitan area. Secondly, because the Shanghai metropolitan area has the characteristics of mountains and rivers, the same context, similar culture and the integration of urban and rural areas, we can deepen cross-regional cooperation, co-ordinate cultural tourism resources, form a unified tourism brand and realize the integrated utilization of tourism resources in the Shanghai metropolitan area. In the tourist attractions along the route, we will realize the "one-vote tour" and the hotel alliance, promote the brand co-construction of tourist attractions along the route, and send customers to each other to create a world-famous boutique tourist destination. Encourage the interconnection of tourist attractions along the line with the performing arts elements of cities, and realize the marketing and supply of performing arts products and services of cities in the overall regional market of metropolitan area.Jointly improve the accessibility and information transparency of urban performing arts venues, and greatly stimulate the audience and tourists’ desire to watch performances.
(D) Co-planning cultural activities and sports events with world influence, and shaping the Shanghai metropolitan area into a culturally prosperous region with international influence.
By holding multi-theme world brand activities with international influence, such as cultural display, fashion release, film and television culture and sports events, the cultural influence of Shanghai metropolitan area will be enhanced; By further strengthening the organization of international exchange activities and practices, and carrying more diverse cultural activities and events, the metropolitan area will be shaped into a culturally prosperous area with international influence and a China cultural experience area with distinctive activities. According to the plan, we should give full play to the advantages of Shanghai as an international metropolis, promote the systematic development of the metropolitan area, and promote international cultural exchange and innovation. Combined with the local resources, attract various international cultural organizations to set up headquarters or institutions within the scope of Shanghai metropolitan area; Excavate local historical culture, modern culture and intangible culture, hold cultural festivals and exhibitions with international influence, and form an international cultural and artistic exchange center; Encourage social forces to organize their own cultural activities, cultivate art groups, cultural celebrities and internationally renowned cultural brands from all walks of life, and form diverse contents including fashion release, film and television culture, Expo display and conference exchange. By further improving the organizational capacity of cultural activities, the cultural status of Shanghai metropolitan area will be enhanced, thus strengthening the international cultural competitiveness of metropolitan area.
Among them, Shanghai should take more comprehensive and diversified measures to become a central city for international competitions and cultural exchanges, and actively use the spillover effects of large international exhibitions such as China International Import Expo(CIIE) to expand its agglomeration; Suzhou, Ningbo and Lingang New District, as comprehensive cities, should further narrow the gap with Shanghai in cultural activities and cultivate them into sub-centers of international cultural exchanges. Wuxi, Changzhou and Nantong should combine their own intelligent manufacturing to develop longboards and improve their ability to organize world-class conferences in professional fields; Jiaxing and Huzhou should combine the Internet and the cultural experience of water settlements to organize international conferences on culture. Zhoushan should organize international conferences in combination with marine characteristic industries and Buddhist culture, and jointly build an international cultural activity brand with multicultural brands. By creating a healthy, energetic and beautiful sports atmosphere in the metropolitan area, we will plan and organize a variety of cross-regional major events, jointly build a metropolitan event alliance, and build a first-class international event platform to promote the normal development of major events in the metropolitan area. On this basis, realizing the entry of international organizations into the metropolitan area will not only enhance the international popularity and reputation, but also help China to establish a good national image.
(5) Implement the strategy of focusing on cultural talents, carry out the policy of exchanging cultural talents in metropolitan areas, and accelerate the development of cultural innovation.
The "incubator" mode is developed in Shanghai metropolitan area to jointly cultivate creative talents of cultural entrepreneurship, encourage incubators to cooperate with excellent social resources and some university resources, establish cultural talents training bases, and carry out industrial chain training. Give full play to the talent spillover effect of leading enterprises, drive small and medium-sized micro-cultural enterprises and talents to accelerate the development pace, and improve the overall talent quality of the industry. Accelerate the cultivation of grassroots public cultural talents, establish the access system and qualification certification methods for employees, strengthen job training and business skills training, and form a public cultural service team with good literacy, full-time and dynamic. Flexible training mode of cultural talents, integrate industry training resources, and change independence into division of labor, resource sharing, complementarity and reciprocity. Give full play to the professional advantages of leading enterprises and advantageous enterprises, and encourage enterprises to open training resources to the society through the purchase of government services. Build an information platform for cultural talents, make full use of information technology to improve the management efficiency of social cultural talents, and do a good job in talent tracking services. Actively publicize the advanced models of social cultural talents and innovate the honor incentive mechanism for talents.
(Source: Shanghai Metropolitan Planning, Author: Ling Yan)
ShangguanNo. Author: Shanghai Planning Resources
