Case Analysis Of The Transformation And Development Of Wisdom Bay Park Based On Grounded Theory

In recent years,with the continuous prosperity of real estate industry,the land in the city is becoming increasingly scarce.In order to make rational use of the land resources in the city,urban renewal projects that transform old factories into creative parks have sprung up all over the country,but many developers lack experience,resulting in the number of Creative Parks without quality.China’s old factory transformation creative park projects still lack successful experience,and need the summary and precipitation of successful cases.This paper selects the old factory transformation project of the municipal demonstration park of Shanghai cultural and creative industry park from 2021 to 2022-Wisdom Bay science and Innovation Park as the research object,and takes the grounded theory as the methodology.The purpose is to find out the factors affecting the success or failure of the transformation and development of Wisdom Bay science and innovation park? What is the logical relationship between the elements? This will enrich the theory of urban renewal and transformation in China.Firstly,this paper reviews the relevant literature on the transformation of old factories and the development of creative parks,tries to find a theory that can explain the transformation and development of Wisdom Bay,and finds that Taiwan scholars have put forward the 5P theory of cultural and creative parks(2010)to study the development of creative parks,but there are many deficiencies,which can not perfectly explain the various factors affecting the success or failure of the transformation and development of Wisdom Bay parks,and need to be improved.Secondly,the author obtained first-hand information through interviewing the founders of Wisdom Bay science and Innovation Park,and then combined with second-hand information and the questionnaire of Park customers to conduct triangular test to ensure the accuracy of the collected data.Then NVivo 12 is used to encode the interview data in order of openness,spindle coding and selective coding until theoretical saturation,and finally the 6p model that determines the success or failure of the transformation of the creative park is obtained.The results show that there are six main factors affecting the success or failure of the transformation and development of Creative Parks: location,policy,people,environment,brand and output.Location is the foundation of project development;Policy is the starting point of transformation;People,environment and brand are mutually reinforcing transformation processes,and output is the result of the final transformation of other factors.Based on this,the successful experience of the transformation of Wisdom Bay can be summarized as follows: considering the location from multiple angles,making clever use of local policies,adhering to the theme of the park,attracting talents with celebrity effect,taking into account the transformation of the environment inside and outside,forming the characteristics of scientific,scientific and cultural innovation brands in the process of long-term accumulation through exhibition economy and online Red economy,paying attention to social benefits,and finally gaining both fame and wealth.At the same time,combined with the current situation of Wisdom Bay operation,this paper puts forward two suggestions: in the long run,it is necessary to limit the proportion of catering retailers and maintain the brand characteristics of scientific innovation and cultural innovation;Excavate the historical stories of old factories and increase the historical precipitation of Wisdom Bay brand.The important enlightenment of this case to China’s urban upgrading and transformation is: private capital can exchange land management right by leasing,so as to reduce the capital pressure caused by excessive initial land investment cost;In the meantime,based on the advantages of the original building,it is better to take advantage of the trend and add creativity than large-scale demolition and construction;The brand formation of the creative park depends on the long-term accumulation,not forgetting the original intention and planning in advance,so as to maintain the characteristics of the park.