序一 把握机遇共谋发展
谭俊荣
谭俊荣，澳门特别行政区政府社会文化司司长。
中华文化交流协会和北京大学文化产业研究院连续两届联合主办澳门文化产业论坛，2016年邀请来自内地、台湾、香港，以及新加坡、西班牙、德国、葡萄牙和联合国的专家学者们，共同探讨一带一路战略下澳门文化产业的发展策略。对于本次论坛的成功举办，谨此致以衷心的祝贺！
文化产业作为一门新兴产业，行业跨度大、涉及门类多，与传统行业交叉重叠程度高。澳门发展文化产业，依靠单一途径和本地市场难以成功。为此，澳门特别行政区政府着力创设管道、助推文化产业，制定了产业发展政策框架，建立起财政支持机制。
现时，特区政府利用澳门在旅游业的优势，大力促进文化产业与旅游业连接，加强文化创意产品的拓展，借以带动其他方面的协同发展。我们在推动创意设计、文化展演、艺术收藏及数码媒体四个领域的发展之外，今年新增加美食文化板块。同时，通过鼓励文化贸易，拓展文化金融，壮大资本规模，逐步强化文化产业链。
澳门作为海上丝绸之路的重要节点，数百年来一直发挥着中西文明交流的门户作用。国家倡导的一带一路建设与粤港澳大湾区战略，为澳门的区域协作提供了衔接历史与现实、联结本地和外地的契机。打开区域协作的大门，澳门将能够发挥相对优势，牵动文化产业向前发展，拓展广阔的区域及国际市场。
《一带一路战略与澳门文化产业机遇2016澳门文化产业研究报告》集结了论坛上各位专家学者对一带一路建设下文化产业及相关领域的研究成果，切合时机之所需，极具参考价值。期望借助各方发展文化产业的经验，让澳门社会，特别是文产业界能从专家学者的真知灼见中，从行业同侪的经验分享中获得启发，把握一带一路与粤港澳大湾区建设的机遇，开拓出一条澳门文化产业发展的光明大道。
2017年4月26日
Preface One
Tam Chon Weng
Tam Chon Weng，Secretary for Social Affairs and Culture, the Macao S. A. R. Government.
The Chinese Cultural Exchange Association and the Institute for Cultural Industries Research of Peking University jointly hosted the Forum on Cultural IndustriesMacao for two years. In 2016, experts and scholars from Mainland China, Taiwan, Hong Kong, Singapore, Spain, Germany, Portugal and the United Nations are invited to discuss the development strategy of Macao cultural industries under the Belt and Roadstrategy. I would like to express my since recongratulations on the success of the forum!
As emerging industries,cultural industries have involved broad and diversified fields and highly intersect with traditional industries. It could hardly succeed for developing Macao cultural industries barely with single path and local market.Therefore, Macao S. A. R. Government addresses to set up network, industries development policy framework and establishes financial support mechanisms in order to boost up the development of cultural industries.
By making use of the advantages of Macao tourism industries,Macao S. A. R. Government vigorously promotes the connection of cultural industries and tourism, strengthens the expansion of cultural and creative products in order to drive for other aspects of collaborative development. We keep on promoting the development of four major fields, including creative design,cultural performance and exposition, artwork collection and digital media. In additions, a new field of cuisine culture would be added in this year. Simultaneously,cultural industry chain would be strengthened gradually by means of encouraging cultural trading, cultural finance expansion and capital expenditure growth.
As an important node of Maritime Silk Route, Macao has been a gateway for Chinese and Western cultural exchanges for hundreds of years.The Belt and Road construction and the Guangdong, Hong Kong and Macao Bay Area Planhave provided Macao the opportunities of prompting the regional synergy effects in the forms of linking history and reality, local and foreign.Macao will be able to give full scope to comparative advantages in motivating the development of cultural industries and expanding the vast regional and international markets with the force of opening the door to regional synergy.
The Belt and RoadInitiative and Opportunities for Macao Cultural Industries2016 Macao Cultural Industry Research Report features valuable researches of cultural industries and related fields underthe Belt and Road strategy. This report fulfills the needs of the times and provides great reference value. Macao cultural industries can gain inspiration and impetus by learning from the experience of experts and scholars from different regions. Macao cultural industries should seize the opportunities under the Belt and Road and Guangdong, Hong Kong and Macao Bay Area Plan and explore a bright path for further development.
April 26th, 2017
序二 立足一带一路探索澳门文产发展道路
崔世平
崔世平，中华文化交流协会理事长。
中华文化交流协会和北京大学文化产业研究院为推动澳门文化产业进一步发展，朝着促进澳门特区经济适度多元的目标进发，于2015年共同建立品牌性活动澳门文化产业论坛，邀请世界各地的专家学者及业界领导来澳，分享文化产业先进地区的发展经验，共同探讨澳门的文化产业发展路向。
在首届论坛累积经验的基础上，我们承前启后，于2016年成功举办第二届澳门文化产业论坛，邀请来自中国内地、台湾、香港，以及新加坡、西班牙、德国、葡萄牙和联合国的十多名专家学者来澳，与本澳专家学者就一带一路战略与澳门文化产业机遇这一主题作真诚的分享和深入的探讨，专家们以文化战略和创意的视角，审视澳门城市中潜在的文化价值，寻找澳门在一带一路格局中的发展方略，并就向一带一路相关国家和地区推广澳门文化产业，开拓新兴潜力市场，吸引及培育创意和相关管理人才，推动澳门文化产业前行，为澳门的经济多元发展出谋献策。
在各方的支持和协助下，《一带一路战略与澳门文化产业机遇2016澳门文化产业研究报告》得以顺利出版。本报告分为论坛集萃、研究论文及大师课实录三部分，与会专家学者发言文稿和各类文章皆提炼自他们历年研究的精粹，从文化产业中的文化意涵、创意思维、设计理念、品牌策略、资源开发、产业定位，以至面对一带一路倡议中的市场开拓、发展思路、机遇与挑战，而且涵盖领域比较广阔、内容精辟，既有经验的回顾，也有前瞻的探讨，既网罗外地先进发展思维，也汇聚了本地业界的智慧，希望为相关领域同侪的研究工作或文化产业业界启发思维提供优质参考素材。
最后，本人谨此感谢北京大学文化产业研究院团队承担着本报告的编辑和出版的协调重任。感谢各地与会专家学者的积极参与，分享研究成果、发展经验。同时，感谢澳门特别行政区政府文化产业委员会协办此论坛和各方的协调；以及感谢澳门特别行政区政府文化局和澳门基金会对论坛和报告出版的大力支持和资助；寄望各方日后继续支持澳门文化产业论坛，共同关注并促进澳门文化产业的发展。
2017年4月19日
Preface Two
Based onthe Belt and Road Initiative to Explore the Development
of Cultural Industries in Macao
Chui Sai Peng
Chui Sai Peng, President, Chinese Cultural Exchange Association.
In order to further promote the development of cultural industries in Macao, heading to the goal of moderate economic diversification, the Chinese Cultural Exchange Association and the Institute for Cultural Industries, Peking University jointly establish the brand activity Forum on Cultural Industries Macao in 2015. Experts, scholars and industry leaders from different countries and regions are invited to Macao. Guests share their cultural industry development experiences from advanced regions and explore the development direction of Macao cultural industries.
Based on the accumulated experience of the first forum, we have successfully held the second Forum on Cultural Industries Macao in 2016.More than ten experts and scholars from Mainland China, Taiwan, Hong Kong, Singapore, Spain, Germany and Portugal as well as the United Nations Conference on Trade and Developments Coordinator of Greative Economy Pragrame, Carolina Quintana, were invited to Macao to have in-depth sharing and discussions with local experts and scholars on the theme of the Belt and Roadinitiative and opportunities for Macao cultural industries. Experts inspected the potential cultural value of Macao in the perspectives of cultural strategy and creativity. They discussed the development strategies of Macao in the Belt and Road plan with the aim to promote Macao cultural industries among the Belt and Road countries and regions,to explore the possibility of new market expansion potential, to attract and cultivate creativity and management talents. These discussions are conducive to the development of Macao Cultural industries and moderate economic diversification.
With all the support and assistance,The Belt and Road Initiative and Opportunities for Macao Cultural Industries-2016 Macao Cultural Industry Report is successfully published. The report is divided into three parts： Forum Highlights, Special Papers and Highlights on Master Workshops. All the highlights and papers are drawn from their past studies and experience. Their discourses are as diverseas cultural implications, creative thinking, design philosophy, branding strategy, resource development, industry positioning of cultural industries, to the market development, development ideas, opportunities and challenges of the Belt and Road Initiative.They did not only present advanced development thoughts from the outside, but also bring together the wisdom from local industries. The report is expected to be inspiring and qualified reference for both academics and cultural industries sectors.
Iwant to express my gratitude to the Institute for Cultural Industries of the Peking University for their dedicated work on the editing and coordination of the publication. Thanks to all experts and scholars for their participation and sharing of their researches and experiences in forum. I am grateful to the Committee of Cultural Industries of the Macao S.A.R Government for their assistance. Last but notleast, my gratitude goes to the Cultural Affairs Bureau of the Macao S.A.R Government and the Macao Foundation for their funding and support. We sincerely hope that theForum on Cultural Industries Macaowill continue to receive support in the future for the promotion of Macaos cultural industries.
April 19th, 2017
序三 一带一路战略与澳门文化产业机遇
向 勇
向勇，北京大学艺术学院教授，北京大学文化产业研究院副院长。
澳门文化产业论坛创办于2015年，由中华文化交流协会和北京大学文化产业研究院联合发起，得到澳门行政区政府和社会各界的大力支持。澳门文化产业论坛以澳门独具特色的中西文化底蕴为依托，并且借助特殊的地理优势和制度优势，汇聚内地、香港、澳门、台湾及海外的专家学者，共同为澳门的文化创新与产业发展出谋划策。
2016年的澳门文化产业论坛以一带一路战略与澳门文化产业机遇为主题，探讨澳门如何抓住国家出台一带一路战略的机遇，加快推进文化产业发展，推动澳门经济适度多元发展。一带一路战略包括丝绸之路经济带和21世纪海上丝绸之路，其作为中国对外发展的地缘战略、多边战略和全球战略，将对中国的政治、经济、社会、文化和生态文明等多个领域产生深远影响。
1877年，德国学者费迪南李希霍芬将中国与西域及中亚国家的贸易之路称为丝绸之路，它有将近2000年的发展历史，明代中叶以后，它因海上丝绸之路的兴起和迅速发展而衰微。一般学者普遍认为，丝绸之路主要有四条路线。
第一条是草原丝绸之路，主要是横贯西伯利亚针叶林区和蒙古高原北部的一条比较平坦而且干燥的草原地带，这条丝绸之路东起大兴安岭，向西经过北蒙古草原、哈萨克草原、南俄罗斯草原，一直到多瑙河。
第二条是绿洲丝绸之路，位于草原丝绸之路以南，把散布于东亚、中亚、西亚各地的城镇和沙漠绿洲串连起来。
第三条是南方丝绸之路，主要指南北向的道路网，把北边的河西走廊、陇中、陇南和汉中地区与南方的青海、川藏、云贵以及南亚次大陆、印支半岛连接起来。
第四条是海上丝绸之路。不同地区的沿海居民沿着亚洲大陆的海岸线不停地往远处延伸，逐渐形成了一个包括西太平洋、南海、印度洋以及红海在内的海上网络。
草原丝绸之路时代早、遗存少，海上丝绸之路打入难度大，在此之前，学界研究较多的是绿洲丝绸之路。
以上四条丝绸之路也就是古代丝绸之路，是农耕文明时期由中国推动的第一次全球化运动。丝绸之路是中西方商贸往来的一个重要通道，它使从商贸活动到文化交流实现了飞跃性的发展，带来了文化融合的多元格局，并汇聚为创新时代的新动能。
人类社会经过了工业时代（由英国工业革命推动第二次全球化运动）、信息时代（由美国信息革命推动第三次全球化运动）之后，进入到21世纪的后工业经济时代。中国经过30多年的改革开放和经济发展，成为世界经济发展的火车头，一带一路战略作为一种开放国策和外交战略，既是中国经济发展的内在需要，也是世界在经济失衡条件下的外在需要，是中国经济转型面临的一次外部机会，也是中国产业结构调整面临的一次国际机遇。一带一路是第四次全球化运动，旨在通过开放发展、合作共赢，构建人类命运共同体。
澳门作为一带一路海上丝绸之路的重要节点，应抓住国家出台一带一路战略的机遇，推进澳门世界旅游休闲中心的建设，担负构建中国与葡语系国家商贸合作服务平台的国家任务，进而实现澳门经济的多元发展和开放发展，这也是澳门参与经济全球化进程面临的历史性机遇。
文化具有渗透、引领、统和与整合的多重功能，应将文化交流与文化贸易作为一带一路战略的重要内容。澳门参与国家一带一路战略，也应该重视一带一路中澳门文化发展及文化产业发展中的问题。在一带一路格局中，澳门应作为中华传统文化和海上丝绸之路展示中心、中葡文化产品国际交易中心、亚洲新兴文化创新中心、国际先进文化体验中心。文化产业作为文化竞争力的重要组成部分，是推进澳门以上四大中心建设的主要动力。
本届论坛中嘉宾们以文化产业的视角探讨澳门在一带一路建设中的实施路径和发展模式，具有重要的现实意义。我真诚地期待澳门文化产业论坛中各位专家的真知灼见。
2017年4月19日
Preface Three
The Belt and Road Initiative and the Opportunities of the Macao Cultural Industries
Xiang Yong
Xiang Yong, Professor, School of Arts, Peking University, Vice Dean of Institute for Cultural Industries, Peking University.
The Forum on Cultural Industries Macao was co-founded in 2015 by the Chinese Cultural Exchange Association and the Institute for Cultural Industries of Peking University, with the support of the Macao SAR government and all circles of the society. On the basis of Macaos unique cultural heritage of both Chinese and Western culture, and by means of Macaos special geographical and institutional advantages, the forum assembles experts and scholars from mainland China, Hong Kong, Macao, Taiwan and other parts of the world to work out solutions for the cultural innovation and industry development of Macao.
Under the theme of the Belt and Road Initiative and the Opportunities of the Macao Cultural Industries, the Forum on Cultural Industries Macao 2016 explored how Macao should seize the opportunity of the Belt and Road B&R initiative to accelerate the development of its cultural industries and promote the proper and diversified development of its economy. B&R refers to the Silk Road Economic Belt and the 21-Century Maritime Silk Road.As a related initiative to Chinas geostrategy, multilateral strategy and global strategy, B&R will exert a far-reaching influence on Chinas politics, economy, society, culture, ecological civilization and many other fields.
In 1877, German scholar Ferdinand Richthofen named the trade route from China to Xiyu the West Regions and Central Asian countries the Silk Road.It had lasted for nearly 2000 years before it declined due to the rise and rapid development of the maritime Silk Road in the latter half of the Ming Dynasty. And it is commonly accepted among scholars that the Silk Road consisted of four main routes.
The first was the prairie Silk Road, a relatively flat and dry steppe zone across Siberian coniferous forest and Northern Mongolian Plateau.It extended east to west from the Greater Khingan Mountains through northern Mongolia grassland, the Kazakh Steppe, the southern Russian steppe, to the Danube.
The second was the oasis Silk Road located to the south of the prairie Silk Road, which linked up scattered towns and oases in East, Central and West Asia.
The third was the southern Silk Road, referring to the north-south road network that connected the Hexi Corridor and the Longzhong,Longnan and Hanzhong areas of Gansu province in the north to the Qinghai, Sichuan, Xizang Tibet, Yunnan and Guizhou provinces in the south to the South Asian subcontinent and the Indochina Peninsula.
The fourth was the maritime Silk Road.Residents in different areas extended their reach along the coastline of the Asian continent, and gradually created a maritime network covering the Western Pacific, the South China Sea, the Indian Ocean and the Red Sea.
Since the prairie Silk Road was too old for historical relics to remain till today, and the Maritime Silk Road was hard to approach, prior academic research mostly focused on the oasis Silk Road.
These four Silk Road routes, namely the ancient Silk Road, were the results of the first globalization movement driven by China during the agricultural civilization period. The Silk Road was an important channel of Sino-Western trade.It enabled the leapfrog development in both business activities and cultural exchanges, and brought a diversified pattern of cultural fusion. All this gathered new momentum for the innovative era.
The human society went through the Industrial Age the second globalization movement driven by the British Industrial Revolution, the Information Age the third globalization movement driven by the American information revolution, and finally enters a new era of the 21-Century post-industrial economy. After three decades of economic reform and development, China has become the engine for world economic growth.As a part of Chinas open-door policy and diplomatic strategy,the B&R initiative meets both the internal need of Chinas economic development and the external need resulted from worlds economic imbalance. It is an external chance for Chinas economic transition and an international opportunity for Chinas industrial structure adjustment.The B&R initiative means the fourth globalization movement which aims to build a community of common destiny for mankind through open development and win-win cooperation.
As an important hub on the Maritime Silk Road, Macao should seize the opportunity of the B&R initiative, build itself into a global tourism and leisure center, and become a service platform of trade cooperation for China and the Portuguese-speaking countries, so as to achieve the diversified and open development of its own economy.This is also a historic chance for Macao to get involved in the process of economic globalization.
Culture can function as apenetrator, instructor, coordinator or integrator.Therefore, cultural exchange and cultural trade should be treated as important content of the B&R initiative. To participate in the initiative,Macao should also pay attention to related problems arose in the development of local culture and cultural industries,and serve as an exhibition center for traditional Chinese culture and the Maritime Silk Road, an international trade center for Sino-Portuguese cultural products, an innovation center for emerging Asian culture and an experience center for international culture. As an important part of the cultural competitiveness, the cultural industries can provide the main impetus to make Macao such centers.
Participants of the forum will explore the implementation paths and development modes of Macao in the realization of the B&R initiative from the perspective of cultural industries.These topics are of vital and practical significance. I look forward to hearing their valuable opinions in the forum.
April 19th, 2017
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