全球化趋势不断加强、国际间竞争日益激烈,,文化创意产业已成为衡量一个国家综

合竞争力的重要标志之一。近年来,文化创意产业成为英国、美国、日本、韩国和澳大

利亚等国家和地区的战略产业和支柱产业,我国的文化创意产业已在北京、上海、杭州

等城市产生了集聚效应。目前文化创意产业聚集区已经成为城市发展的一个重要增长

极。国家新媒体产业基地作为北京市大兴区唯一的新媒体产业聚集区和中关村科技园专

业园区之一,不仅是北京市文化创意产业发展的物理空间载体,同时承担着实施规划建

设、土地开发、招商引资和产业促进的职能。当前,面对文化创意产业园区的激烈竞争

和城南计划、临空经济圈的发展机遇,国家新媒体产业基地必须认真分析形势,制定一

套科学合理的发展战略和策略,才能在保持基地快速发展的同时,实现发展目标。

论文在深入研究国家新媒体产业基地发展现状的基础上,对其内外部环境进行了分

析,运用SWOT战略分析法深入分析基地的机会、威胁、优势和劣势,提出了国家新媒

体产业基地的发展战略、产业定位和核心竞争力。并分别从组织、营销、运营、技术和

人才等方面,进一步确定了战略保障措施,为基地的未来发展提出了针对性的可操作性

的战略性建议。

关键词:文化创意产业;文化创意产业聚集区;发展战略

Abstract

With the tendency of globalization is developing consistently and the international

competition is becoming increasingly competitive,creative industries have become

important sign of a country or region's overall competitiveness. Nowadays,creative industries

have become many countries and regions' strategic industry and pillar industry,for example,

countries like England, United States of America, Japan, Korea and Australia etc. The cultural

creation industry cluster comes into being in Beijing,Shanghai and Hangzhou etc., and

Creation Industry Garden becames a key pole of urban development. China New Media

Development Zone is the only one new media cluster in Beijing Daxing and one of

Zhongguancun Science Park. It takes up the heavy responsibility of development apace for

Beijing Creation Industry. What's more, it takes the responsibility of ground development,

attracting investment and industry promotion. Nowadays, China New Media Development

Zone is facing the rigorous challenge of Creation Industry, development chance of Plan of

Action with south of Beijing and airport economic zone. China New Media Development

Zone must carefully analyze the situation and make a set of reasonable development strategy.

So it can realize the development target and keep high developing speed at the same time.

I make an analysis of the macro environment, regional environment, opportunities,

threats,advantages and disadvantages of the zone on the premise of the Creative Industry and

development strategy theory research, and define the development strategy,functional

orientation and core competitive. Moreover,in this thesis I point out the basic route of

strategies,for example, perfect the zone's system,improve the infrastructural facilities and

strengthen the service system.

Keywords: Creation Industry,Creative industry garden, Development strate