My essay question is : feasibility analysis of building a creative industry chain in Ningbo.
Menu or Magazine?
Cover Page
Content Page
辛香汇（Spicy Joint）is one of the most famous Sichuan Cuisine Restaurants in Shanghai.
Branch Store on Huaihai Road
As everyone knows in Shanghai, customers should book two months in advance or even three months to get their seats. Otherwise, you must waiting for several hours for your seats, and the waiting time depends on your luck.
This time our group take an interest in their unusual menu, take look at this.
Fashion information page
Could you imagine this is a menu for this restaurant? This menu journal is come out every month and designed by this restaurant company. It is consist of their menu, latest fashion information and advertisements from famous business enterprises. It is important that you can take away this after your dining, it is free.
For everyone, when you waiting for your dinner, you can look at this, when you lack of newest gossip with your friends, you can take look at this, even you take your chance with your seat during waiting time. Because it is true that sometime you need spend 2 or 3 hours to get your own seats in Spicy Joint.
Advertisement Page
Restaurant could take back money from their advertising revenue. So, it has Multi-benefit for advertiser, restaurant and customer.
Bullfrog with Chili Sauce
Fish Filets in Hot Chili Oil
Rice in Vegetable Soup
Based on Li Zhang’s article ‘private homes, distinct lifestyles’, my essay question is: To what extent does real estate advertising in Ningbo build the imagination of a ‘new middle-class’?
Li Zhang considered the real estate developers in China are not only selling the house to people but also constructing new notions of ‘the middle class’, especially through advertising. By investigating a number of advertising of housing in Ningbo, I want to explore whether there exist a distinct so-called middle class culture conveyed by real estate advertising.
In her article ‘private homes, distinct lifestyles’, Li Zhang said that the rise of the commercial real estate industry in China is vital to the formation of a ‘new urban middle-class’ culture. On the one hand, the private homeownership reflects class difference to some extent, as Li Zhang said, an ‘index of status’. On the other hand, a ‘class milieu’ is also being created and influenced by the privatization of living space. I agree with her argument that in China nowadays, there has not emerged a distinct class culture shared by those so-called ‘middle class’ in economic aspect. Class making in China will be a ‘long and confusing’ process.
There are two main indexes to judge whether creative industry or creative economy has shaped in a place. To view from the content, the place which has creative industry always has industrial design, architectural design, cartoon creation, computer games, film & TV production, advertisement project, products design, handicraft making, the trade of work of art, music & performing arts, fashion design, and so on. To view from the market, the place which has creative economy usually has creative industry chain included the training of talents for creative industry, creative project planner, marketing strategy of creative products, consumer-orientation and government policies for supporting the creative industry.
According to these two indexes, creative industry has not yet shaped in Ningbo. Because creative trades in Ningbo just concentrates on a few areas like TV production, advertisement project and fashion design. And the development level of creative industry is inferior to it in metropolis like Shanghai, Beijing and Hongkong. Besides, creative industry chain has not shaped in Ningbo too. First, government support to creative industry in Ningbo is far from enough. The host of loft 8 said that actually Ningbo government does not completely know what creative industry is. For them, creative industry is meaningful for the image of Ningbo. Secondly, creative industry in Ningbo lacks of talents. People in Ningbo tend to work in not culture-related areas but economy-related areas. Thirdly, under the control of aesthetic taste, consumers in Ningbo do not pay for the creative products. To sum up, maybe we can say that there is no creative industry but creative companies in Ningbo.
Modified essay question:
To what extent the developments of creative clusters promote the structure of urban spatial network in contemporary Ningbo?
Make some modifications on the basis of my former one.
The 8 Bridge is located in the center of the Shanghai city- Jianguo Middle Road, No.8 to No.10.
Entrance Door at both sides of the Jianguo Middle Road
This creative campus was rebuilt from Shanghai Automotive Brake Factory.
The 8 Bridge has its own unique style. At its first floor, designer use the bridge to connect each house and make a convenient communication environment for staff or space.
Inside
One of the Bridge
According to Shanghai Real Estate (one of the famous magazine in Shanghai) point out that the 8 Bridge should be the most successful real estate projects in Shanghai among the old factory buildings transformed into commercial real estate.
Since the end of 2004, The Bridge 8 had attracted more than 50 creative industry companies from home and abroad, including construction firms, costume designing, movie production, art gallery, advertisement and PR Agency. Some of them have become the leader in their professional field. Such as S.O.M, which designed Shanghai Jinmao Building. British designer firm ALSOP and France F-emotion, public relations firm.
Company list
Orientation of The 8 Bridge
PS: Our group also did some interview from this creative zone.We will post this media product later after we tranlate into English. In addition,two more creative park will post soon.
Initial Title: Evaluate Creative Industry and Urban Development
in Ningbo
Key words:Creative Industry;Urban Development;Real Estate; Cluster;Creative Class
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