“互联网+”背景下景区文创产业集群建设的内在动能和升级路径研究——以南京牛首山为例

Research on the Internal Dynamic Mechanism and Upgrading Path of Cultural and Creative Industrial Cluster Construction in Scenic Spots under the “Internet+” Background—A Case Study of Niushou Mountain in Nanjing

摘要: 数字经济与“互联网+”重构了景区文创产业发展格局，产业集群成为景区文化活化、经济提质的重要路径，是提升文创产业竞争力、实现资源高效配置的核心载体。南京牛首山兼具金陵文化、佛教文化与生态资源，其文创产业集群依托“互联网+”技术赋能形成发展雏形，却面临集群协同不足、创新能力薄弱、数字化转型滞后等困境。本文以牛首山为研究对象，运用文献研究、实地调研与案例分析法，梳理“互联网+”与景区文创产业集群的内在关联，基于价值链理论、创新系统理论剖析其发展现状与问题，挖掘出文化资源赋能、技术创新驱动、市场需求牵引、政策环境支撑四大内在动能，并从协同机制、创新能力、数字化转型、品牌体系、人才队伍建设五方面提出升级路径，推动其实现从“规模集聚”到“质量提升”的跨越，也为同类景区文创产业集群高质量发展提供理论参考与实践借鉴。

Abstract: The digital economy and the “Internet+” have reshaped the development pattern of cultural and creative industries in scenic spots. Industrial clustering has become an important approach to cultural activation and economic quality improvement in scenic areas, as well as a core carrier for enhancing the competitiveness of cultural and creative industries and realizing efficient allocation of resources. Nanjing Niushou Mountain is rich in Jinling culture, Buddhist culture and ecological resources. Its cultural and creative industrial cluster has taken initial shape empowered by “Internet+” technologies, yet it is confronted with dilemmas including insufficient cluster coordination, weak innovation capacity and lagging digital transformation. Taking Niushou Mountain as the research object, this paper adopts literature research, field investigation and case analysis to sort out the internal correlation between “Internet+” and cultural and creative industrial clusters in scenic spots, analyzes its current development status and existing problems based on value chain theory and innovation system theory, and identifies four internal dynamics: cultural resource empowerment, technological innovation drive, market demand traction and policy environment support. Furthermore, it puts forward upgrading paths from five aspects: collaborative mechanism, innovation capacity, digital transformation, brand system and talent team construction, so as to promote its leap from “scale agglomeration” to “quality improvement”, and also provide theoretical references and practical experience for the high-quality development of cultural and creative industrial clusters in similar scenic spots.