Following the report of the 16th National Congress of the Communist Party of China, which clearly proposed to vigorously develop the cultural industry, the report of the 17th National Congress of the Communist Party of China further clearly proposed the concept of "cultural soft power" and clearly emphasized the need to "enhance the country's cultural soft power." "Enhance the international influence of Chinese culture." In the process of improving cultural soft power and increasing cultural influence, the current era is very different from the past, mainly in two aspects:
First, despite relying on government leadership and government subsidies The traditional "cultural exchange" model still plays a role that cannot be ignored, but the significance of cultural export has become more important.
Developed countries have provided us with a good reference in relying on cultural exports to enhance cultural soft power. As early as the "World War I", the United States vigorously promoted its own films to occupy the world film market; on April 28, 2006, the Japanese Foreign Minister clearly proposed the "Animation Diplomacy" strategy in "New Concepts on Cultural Diplomacy"; in January 2006 On March 17, South Korean Prime Minister Lee Hae-chan presided over a meeting to discuss the globalization of "Korean Wave" products. American blockbusters, Japanese animations, "Korean Wave" TV series, etc. are all cultural products with strong competitiveness in the international cultural market. In the process of going abroad, these cultural products rely on the method of cultural export. They can Occupying the world's cultural market is of course driven by the "invisible hand" of the government, but more importantly is the strong competitiveness of the cultural products themselves.
Second, large cities (especially capital cities) play a leading role in the process of increasing a country's cultural influence.
Research by Gibson and others shows that there are huge differences between urban and rural areas in contemporary cultural production. In terms of employment, investment, industrial agglomeration, etc., metropolitan areas dominate, and capital cities are much higher than Other cities other than the capital. In the United States, more than 50% of cultural industry employees are concentrated in cities with a population of more than 1 million. More strictly speaking, they are mainly concentrated in two centers: New York and Los Angeles. In 1998, the employment opportunities provided by Sydney's cultural industry accounted for more than 30% of the entire Australia, and the output value of Sydney's cultural industry accounted for 32.2% of the entire Australia. In terms of employment, London accounts for 26.9% of the entire UK cultural industry workforce. Most of Sweden's cultural economy employees (accounting for 9% of the country's total positions) are concentrated in Stockholm. In Japan, the number of employees in Tokyo's cultural industry accounts for 16% of the total employment in Japan's cultural industry. After entering the 21st century, the development of the international cultural and creative industries has shown a trend of transnational capital operation, highly improved industrial structure, and grouped industrial distribution. "Cultural and creative industries of global significance have been produced around some international metropolises." agglomeration area".
The "Beijing Eleventh Five-Year Plan for National Economic and Social Development" clearly states that cultural and creative industries should be the focus of Beijing's future work. In 2006, the added value of Beijing's cultural and creative industries was 81.2 billion yuan, accounting for 10.3% of GDP. The cultural and creative industries have become an important pillar of Beijing's economy. As a capital city with a long history and cultural tradition, Beijing's vigorous development of cultural and creative industries is a correct choice under the conditions of the new era. In the development process of Beijing's cultural and creative industries, it must face both domestic and international markets. Facing the international market and promoting the international influence of Beijing's cultural and creative industries will play a very important leading role in improving the international influence of Chinese culture.
1. Beijing has obvious advantages in enhancing the international competitiveness of cultural and creative industries
(1) Rich and diverse cultural resources
As a capital with a history of more than 800 years , a city with a history of more than 2,000 years, Beijing has a unique historical and cultural heritage. Beijing not only has rich material-based culture such as the Forbidden City and the Summer Palace, but also has splendid intangible cultural heritage such as Peking Opera, folk arts, arts and crafts, traditional medicine, and folk customs. These rich historical and cultural deposits have given Beijing its own unique symbols and a historical and cultural gold mine that can be mined. In addition to its rich historical and cultural heritage, Beijing is also the intersection of traditional culture and modern culture, Chinese culture and world culture, and presents unique cultural characteristics in this diverse intersection.
Beijing has digital and other high-tech culture represented by Zhongguancun, the country's largest market for paintings, calligraphy, antiques and other art works, as well as the country's highest-level cultural and sports performance events.
Rich and diverse cultural resources provide guarantee for the development of Beijing’s cultural and creative industries. Beijing ranks first in the country in many cultural industries: the books published in Beijing account for about 1/2 of the country's total, audio and video products account for 1/3, periodicals account for 1/4, newspapers account for 1/5, and the number of TV dramas produced (parts) and Film output accounts for more than 1/3 of the country. In terms of exports, the export scale of Beijing's cultural and creative products is also expanding day by day. In particular, the export volume of products in the software, books, film and television industries ranks among the top in the country. In 2001, Beijing's cultural product export volume accounted for approximately 30% of the country's total; in 2004, it accounted for approximately 40%, with an annual growth rate of more than 20%. In 2006, Beijing's customs software exports reached US$356 million, accounting for 1/3 of the country's customs software exports.
(2) Leading the country in innovation ability
Innovation ability is an important factor in the development of today's cultural and creative industries. As the capital of the country, Beijing not only has rich and diverse cultural resources, but also ranks among the top in the country in terms of technological innovation and knowledge innovation. In terms of the number of patent authorizations, the number of patent authorizations in Beijing was 5,905 in 2000 and 11,238 in 2006, an increase of 90.2%. Among them, invention patents were 1,074 in 2000 and 3,864 in 2006, an increase of 259.8%; in science and technology In terms of awards, in 2005, Beijing won 75 National Science and Technology Awards (general projects), accounting for 30.4% of the total 247 national science and technology awards (general projects).
Beijing’s knowledge innovation capabilities are much higher than other regions. In terms of R&D investment, in 2005, Beijing's scientific research institutions received 73.5 billion yuan in funding for scientific and technological activities, accounting for 14% of the country's science and technology funding, ranking first among all regions in the country. In addition, Beijing's R&D investment has increased year by year, reaching 5.8% in 2006, exceeding the average level of developed countries such as the United States, Germany, the United Kingdom, and Japan during the same period; in terms of scientific research projects, Beijing has undertaken a large number of national-level scientific research projects in recent years. The ranking of various research projects and the use of funds are the first in the country. In 2004, it undertook 158 basic research projects, accounting for 41.7% of the country's total, and used 480 million yuan in funding, accounting for 46.1% of the country's total. It undertook 1,227 863 plans, accounting for 32.1% of the country's total, and used 2.79 billion yuan in funding, accounting for 46.1% of the country's total. 30.0%; undertook 716 key research plans, accounting for 35.1% of the country's total, with a use of 2.0 billion yuan, accounting for 13.4% of the country's total; undertook 176 technology innovation funds for small and medium-sized technology enterprises, accounting for 12% of the country's total, with a use of 110 million yuan , accounting for 13.4% of the country’s total. In short, Beijing has strong knowledge innovation capabilities and has obvious advantages across the country.
(3) Rich cultural and creative talent resources
As the national cultural center, Beijing is rich in creative resources and has gathered a large number of nationally renowned cultural celebrities, writers, artists and a large number of creative people. Talent. There are more than 400 scientific and technological information research institutes and scientific and technological information network centers across the country, most of which are concentrated in the Beijing area. The Beijing area has more than 50 independent information institutions, accounting for 10.7% of the country's total. According to data from the "2006 China Science and Technology Statistical Yearbook", in 2005, the Beijing area had 89 colleges and universities, 350 scientific research institutions, and 6,481 units with scientific research activities, including 254 large and medium-sized industrial enterprises. Beijing's human scientific and technological resources account for 9.24% of the country's total scientific and technological human resources. Among them, the number of scientific researchers in universities and scientific research institutions ranks first in the country, far exceeding other regions. In addition, for every 100,000 people in Beijing, there are 17,000 people with college or technical secondary school education, which is five times the national average; there are 706 academicians of the two academies in Beijing; Beijing has one-third of the country’s graduate schools and national key Disciplines and key laboratories, Beijing trains one-third of the country’s postdoctoral fellows. The rich cultural and creative talent resources provide a strong backing for Beijing to expand and strengthen the cultural and creative industry and improve the international competitiveness of the industry.
(4) Capital Advantages
As the capital, Beijing is endowed with a symbol that represents China. This symbol brings Beijing a huge attraction and Radiation force.
The advantage of the capital is Beijing’s unique wealth and an intangible asset that is incomparable and uncompetitive with any city in the country. First of all, the capital advantage has brought Beijing huge "attention" resources, which can form a powerful intangible asset in contemporary society. Secondly, the capital advantage has brought a huge flow of various consumers to Beijing, among which high-end people at home and abroad account for a large proportion. The huge flow of high-end people has provided a broader market for Beijing's cultural and creative industries. Thirdly, the advantages of the capital provide opportunities for the development of Beijing’s emerging industries and new economic forms. For example, the exhibition industry and headquarters economy that have emerged in Beijing in recent years, including the Olympic economy brought about by the hosting of the 2008 Olympic Games in Beijing, are mainly realized by relying on the capital's advantages.
(5) There are a large number of cultural and creative institutions, and cultural and creative clusters are beginning to take shape
Relevant data from the "Beijing Blue Book" shows that there are currently 237 of the 573 publishing houses in the country. Based in Beijing, it accounts for 41.36% of the total number of publishing houses in the country. In terms of publication volume and types, Beijing's book publishing industry accounts for nearly half of the country's total, and this number is still increasing. Since Beijing has the most concentrated author resources, media publicity resources and market influence in the country, in recent years, publishing and distribution groups from all over the country have moved northward to establish branches in Beijing. For example, Guangxi Normal University Press established Beibet Company in Beijing, Changjiang Literature and Art Publishing House established a Beijing distribution center, and Shanghai Century Publishing Group established Century Wenjing Book Company. These have become nationally well-known brands. In addition, a considerable number of private book companies from other places have also moved their corporate headquarters to Beijing or started business in Beijing, such as Shandong Century Tianhong, Guangdong Tianshi Audio and Video, Fujian Xiamen Photosynthesis Bookstore, as well as cultural libraries in Sichuan, Hunan, Hubei and other places Studio etc.
Beijing has already formed a number of creative industries such as Haidian Park’s Zhongguancun Cultural and Creative Industry Pioneer Base, Shijingshan Digital Entertainment Industry Base, Yonghe Cultural Park, Electronic City 798 Cultural Base, and Beijing DRC Industrial Design Creative Industry Base. gathering area. In addition, Dongcheng District Cultural Industry Park, National New Media Industry Base, Sanchen Cartoon Animation Online Game Industry Base, Chaoyang Park Cultural Park and other cultural and creative industry clusters are under planning and construction.
(6) Olympic Opportunities
Canadian scholar John Friedman pointed out: "The Olympic Games have become far more than just about sports skills (as when they were first created), at least since 1984 Beginning with the Los Angeles Olympics in 2016, it has become a big deal, bringing the world's attention not only to the host city but, as expected, to the pockets of local retailers, hotels and other service providers. Hundreds of millions of dollars were left behind. "The hosting of the 2008 Olympic Games will not only bring huge direct economic benefits to Beijing, but also have long-term follow-up effects. The Olympic Games have focused the world's attention on Beijing, playing a very important role in demonstrating Beijing's traditional and oriental cultural charm, expanding international exchanges, and promoting Beijing's cultural and creative industries to connect with the world.
2. Shortcomings and hidden concerns in the international development of Beijing’s cultural and creative industries
With the vigorous promotion of relevant departments in Beijing, the pace of internationalization of Beijing’s cultural and creative industries has been accelerating in recent years. The international influence has been greatly improved. However, compared with international metropolises such as New York, Tokyo, and Paris, there is still a large gap, and there are still many shortcomings in the international development process of cultural and creative industries.
(1) The strategic positioning needs to be clarified, and the overall strategic layout has not yet been formed
In the context of globalization, the development of Beijing's cultural and creative industries should take the world's metropolises as a reference and direct competition object . Therefore, a global and comprehensive strategic positioning and strategic layout of the cultural and creative industries is very important. At present, Beijing has carried out a large number of studies on the development of cultural and creative industries. However, overall, the international positioning of the development of Beijing's cultural and creative industries is not yet clear, and the overall strategic layout has not yet been formed. What position should Beijing's cultural and creative industries occupy regionally and globally? Faced with London, New York, Tokyo and other international metropolises with developed cultural and creative industries, what strategic steps should Beijing take to cope with their competition? With a late start, how can the development of Beijing's cultural and creative industries give full play to its late-mover advantage? Etc., there is currently no relatively clear strategic positioning, development path and implementation steps for these issues.
(2) The main body of the cultural and creative industry is weak and lacks international competitiveness
Enterprises are manufacturers and promoters of cultural products, and are also pioneers in the cultural market. The main body and the undertaker of transnational operations. It is impossible for enterprises without famous brands to open up the situation of international cultural trade, let alone to form international cultural competitiveness. Competition is actually a contest between corporate strength and creativity. Cultivating and creating famous cultural and creative enterprises is one of the important tasks for Beijing's cultural and creative industries to participate in international competition. Only by working hard to cultivate a group of cultural famous brand enterprises can they take on this responsibility. The important task of Beijing’s cultural and creative industries in international competition. At present, some cultural and creative enterprises in Beijing have begun to take shape and are leading the domestic market. However, if we look at the world and take large multinational groups such as Time Warner and Disney as comparison objects, it is difficult for these companies to compete directly with them in terms of scale, efficiency or brand.
(3) Supporting services need to be improved
At present, most of my country's cultural and creative enterprises are focusing on the domestic market for three reasons: First, with the economic development and people's material living standards With the improvement of China's cultural market, my country's cultural market has formed a huge scale, and sufficient profits can be obtained by only facing the domestic market; secondly, due to the long cultural history and insufficient early market cultivation, my country's cultural products often suffer from greater difficulties in the process of going abroad. With large cultural discounts, cultural enterprises will face greater risks if they adopt export-oriented development; thirdly, the vast majority of cultural and creative enterprises in my country are small and medium-sized enterprises, which generally lack funds, information, management experience and business channels, making it difficult to participate in international competition. Therefore, it is still difficult for my country's export-oriented cultural export enterprises to form a scale and obtain economies of scale, which is an important source of the competitiveness of cultural products.
Beijing has concentrated a large number of cultural and creative enterprises. These enterprises are also facing severe competitive pressure in the Beijing market. Many enterprises urgently need to be based in Beijing and face the international market. However, due to the insufficient supporting services of relevant government departments , causing them to face many problems in terms of resources, channels, funds, legal services, etc. when entering the international market.
3. Countermeasures and suggestions for enhancing the international influence of Beijing’s cultural and creative industries
(1) From the perspective of urban marketing, formulate an overall strategy to enhance the international influence of Beijing’s cultural and creative industries
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In the era of globalization, competition among cities is increasingly intensifying. Under this circumstance, the concept of urban marketing is increasingly valued by major cities around the world. The concept of "city marketing" comes from Philip Kotler's concept of "country marketing". Kotler believes that the country is actually a whole composed of the actual behaviors of consumers, manufacturers, suppliers and distributors. Therefore, the country can also operate carefully like an enterprise based on its own advantages. Urban marketing, derived from the concept of national marketing, also strives to treat the city as an enterprise and promote the city's various resources, products and the city's overall image with modern marketing methods.
Urban marketing is a comprehensive concept. It is a comprehensive marketing that includes urban resources, products, enterprises, brands, cultural atmosphere, investment environment and even city image. There are three main marketing methods in urban marketing: first, "attraction" marketing, second, "project" marketing, and third, overall system marketing. Both "attractions" and "projects" are static and partial urban marketing methods. Only systematic and overall marketing can truly reflect the overall image and characteristics of the city.
In today's era, the cultural and creative industries play an extremely important role in the overall marketing process of the urban system. First of all, with the development of contemporary economy and the upgrading of industrial structure, cultural and creative industries have become a vital industrial type in cities (especially international metropolises). Second, the products of the cultural and creative industries can reflect the urban style and urban spirit in an intuitive and vivid way. Third, the cultural and creative industries have a strong integration role and can form related industry chains, thus driving the overall marketing of related industry chains. Fourth, the incubation effect of cultural and creative industries on good ideas will also promote the renewal of urban marketing methods.
At present, the importance of international development has been fully recognized in the development process of Beijing's cultural and creative industries, but it has not been integrated with the overall city marketing.
We believe that in the process of policy designation and actual operation, an overall strategy to enhance the international influence of Beijing's cultural and creative industries should be formulated from the perspective of urban marketing, and problems at the three levels of concept, mechanism and strategy should be solved.
At the conceptual level, the development concept of cultural and creative industries should be combined with the concept of urban marketing. In the process of formulation and implementation of cultural and creative industry strategies, the overall awareness of "city" and "marketing" awareness must be fully reflected. The cultural and creative industry emphasizes the core position of creativity and its integration effect in the process of upgrading the urban industrial structure and improving the city's image. This is the key to its difference from the concept of cultural industry. The formulation and implementation of cultural and creative industry strategies must also always run through the overall consciousness of Beijing as a "city". "Marketing" awareness means changing from passive to active, and truly "marketing" the city's overall image through cultural and creative industries. Judging from the current domestic situation, neglect of marketing and trade links is a common problem. The development of Beijing's cultural and creative industries must fully incorporate marketing awareness, and promote Beijing's cultural and creative products to domestic and international markets as an important strategic link.
At the institutional level, relevant incentive mechanisms and restriction mechanisms should be fully established to promote the "going global" of cultural and creative products that express Beijing's urban image. In the current situation of severe deficit in China's cultural trade, the "going out" of Beijing's cultural and creative products is not only related to the development of Beijing's cultural and creative industries, but also serves as a model for the development of cultural and creative industries in other cities and regions. Establish an incentive mechanism to encourage relevant cultural and creative products to "go global", and at the same time establish a restriction mechanism to prevent vicious competition among internal enterprises. Encourage the production of cultural and creative products that fully reflect Beijing's image, and provide rewards or subsidies to good cultural and creative products. Establish relevant coordination mechanisms to break down various barriers between industries and industries, with the cultural and creative industry as the leader, related industrial chains as the main body, with the goal of improving the overall image and creativity of the city, and firmly establish " Beijing Creativity" brand.
At the strategic level, while tapping the city’s traditional cultural resources, modern media and modern market strategies should also be fully utilized. Beijing has a long history and cultural tradition, which is an important advantage for the development of Beijing's cultural and creative industries and the focus of Beijing's city marketing process. In an era when popular culture has become the main cultural form and cultural trade has become a general trend, the advantages of this traditional cultural resource must be combined with modern media to activate traditional cultural resources and make them recognized and recognized by the world through modern marketing strategies. learn. In the production strategy of cultural and creative products, emphasis should be placed on activating traditional cultural resources in a modern way. In terms of market strategy, the passive "invite in" should be combined with "invite in" and "go out". In terms of brand strategy, the pure product brand should be called "Beijing Brand", and a series of related brands should be formed with the core of reflecting the city image of Beijing.
(2) Implement various incentive policies as soon as possible
Since Beijing clearly proposed to vigorously develop cultural and creative industries, it has introduced various incentive policies to promote the development of cultural and creative industries. In the "Several Policies of Beijing to Promote the Development of Cultural and Creative Industries" released in October 2006, various aspects such as export tax rebates (exemptions), rewards for outstanding export enterprises, and the cultivation of marketing network systems were adopted to promote the export of cultural and creative products and services. incentive policies. Judging from the current situation, these incentive policies still have various shortcomings such as incomplete regulations and insufficient implementation. Relevant departments should implement relevant policies on funds, taxation, legal aid, consulting services, etc. as soon as possible based on the realities of industries and enterprises, so that various incentives are not just words.
(3) Integrate industrial resources, promote the connection between cultural and creative industries and other industries, and form synergy
Judging from existing experience, those with strong international influence and competitiveness Cultural and creative products are not just because of the advantages of the product itself. In the early stages of entering the international market, there is often a strong push from the two "invisible hands" of politics and economics. In terms of political promotion, developed countries often use political pressure to urge target market countries to open their own cultural markets. For example, the United States uses WTO negotiations and other means to vigorously promote the export of its own cultural products.
In terms of economy, those cultural and creative products with strong international competitiveness are often driven by capital from other industries. Large multinational groups such as Sony, Columbia, and Disney are the best examples in this regard. They are all based on strong economic strength. This enables cultural and creative products to play a "locomotive" role in the development process of enterprises. It can be seen that without the support of strong political and economic forces, it is difficult for cultural and creative products to "outshine" in the international market.
Due to factors such as comprehensive national strength and China’s development philosophy, it is unrealistic for Beijing’s cultural and creative products to rely on political pressure in the process of enhancing their international influence. A more realistic approach is to actively promote the connection between cultural and creative industries and other industries, absorb funds, marketing networks and other resources from other industries to form a synergy. In this way, on the one hand, various resource problems that need to be solved in the process of going global for cultural and creative products and services can be solved; on the other hand, it can also give full play to the "locomotive" role of the cultural and creative industry to form a complete industrial chain, thereby realizing the realization of cultural and creative products. A win-win situation between the industry and other related industries.
(4) Improve the cultural and creative talent training mechanism to facilitate the transition of international trade talents
Mr. Long Yongtu pointed out when talking about several key issues in the development of China’s cultural industry, China's cultural industry "needs talents who have a foreign life and work background, have achieved successful experience, and are familiar with foreign production methods, marketing channels, distribution and screening." The lack of relevant talents has become one of the bottlenecks restricting the improvement of the international influence of China's cultural and creative industries, and Beijing is no exception.
At present, many universities in Beijing offer professional courses in cultural industry, cultural creative industry, international cultural trade and other related majors. However, it is worth noting that in the process of setting up related majors, we pay more attention to There are major deficiencies in the cultivation of relevant culture, media theory and professional knowledge in connection with economy and trade. In the future, in terms of majors and curriculum settings, efforts should be made to solve the connection between culture, economy, and trade, and to cultivate truly "composite" talents.
While improving relevant majors and courses, it should also facilitate the exchange and transfer of foreign trade talents. Compared with cultural trade, our country has more experience and achievements in the trade of other products. After years of development and experience accumulation, our country has a large number of high-end talents who are skilled in international trade and dealing with related issues in the fields of agricultural products, textiles and other fields. With the development of the cultural industry and the continuous expansion of the scale of foreign cultural trade, making full use of trade talents who have grown up in other fields is a shortcut worth trying. Internally, we can cooperate with relevant departments such as culture and foreign trade to register outstanding trade talents and select them for relevant training in the cultural and creative industries according to their intentions; externally, we can use government departments to bring together domestic institutions and foreign cultural enterprises. , exchanges, and invite relevant personnel to provide training for high-end trade talents in domestic non-cultural industries. In addition, special training and qualification certification examinations can also be set up, and international trade talents in other fields can be regularly organized to participate.
(5) Clear target market positioning, and strengthen research and cooperation for the target market
The consumption of general material products is universal for human beings. For example, Chinese textiles are of high quality and low price. This is true for all countries - whether they are developed countries in Europe and the United States or backward countries in Africa. Therefore, we can export textiles produced to the same quality standards to different countries. However, this is not the case for cultural and creative products. Cultural and creative products are based on the cultural content contained in them. If the content of cultural and creative products is incompatible or even contrary to the values ????and aesthetic tastes of the target market country, the cultural product will not be successful in the target market country. Therefore, in the process of promoting Beijing's cultural and creative products to the international market, we should first clarify the target market positioning and strengthen research and cooperation on the target market.
As early as 1927, the U.S. Department of Commerce issued a Chinese market research report provided by staff from the embassy and consulates in China. The report had a very detailed grasp of "Chinese film tastes" and specifically reminded the producers. The filmmaker said that "themes of love triangles and conflicts between two generations are not popular with Chinese people because they violate traditional ethics." He also attributed "happy reunions" and "clear distinction between good and evil" as the reasons why American films can occupy the Chinese market. An in-depth understanding of the cultural habits and cultural market of the target market country is one of the reasons why American cultural products are so popular around the world.
In the process of promoting Beijing’s cultural and creative products to go global, it is also necessary to understand the cultural habits and cultural market conditions of the target market countries in a targeted manner, so as to be targeted and produce and produce products based on the actual conditions of the target market countries. Release cultural products to achieve twice the result with half the effort and avoid unnecessary disputes. In terms of specific measures, a professional research organization can be established to conduct in-depth research on the cultural markets of various countries around the world, and regularly publish market research reports on various countries for reference by the industry; during the administrative review and approval process, performance summary reports, Exhibition summary reports and other foreign market information are used as conditions to collect relevant situations of foreign cultural markets, which not only facilitates the macro-coordination of the management department, but also provides suggestions and guidance to the applicant enterprises in future relevant applications.
An ancient Chinese saying goes: “It is better to take advantage of momentum than to create momentum, and it is better to take advantage of force than to exert force.” Strengthening cooperation with target market countries, tapping the resource advantages of partners, and using them for our own benefit will have a great impact on Beijing’s cultural creativity The improvement of the international influence of the industry has the effect of getting twice the result with half the effort.
(6) Focus on cultivating a number of internationally renowned large-scale cultural and creative enterprises
With the acceleration of globalization, the dominant position in international cultural trade has begun to shift from a national government to a multinational company. . Large transnational cultural groups such as News Corporation, Time Warner, and Disney have a very obvious monopoly in the international cultural market. Under the influence of economies of scale, these large multinational groups can pool their advantages in capital, technology and talents to form product chains with intellectual property rights, and then launch them in large quantities into the global cultural market in various forms to gain competitive advantages. Today, when multinational corporations have become the real subjects of global cultural trade, competition in the international cultural market has also become a competition between "giants." Without its own large-scale multinational cultural companies, it will be difficult to truly achieve the strategic goal of "going global."
In view of the fact that cultural and creative enterprises in Beijing are generally small in scale and have weak comprehensive strength, mergers, acquisitions, and reorganizations between local enterprises and between local enterprises and foreign enterprises should be encouraged to form enterprises with a certain scale and strength. of enterprise groups. In the process of sufficient enterprise integration, administrative integration and market integration should be unified, so that enterprises can truly achieve economies of scale and scope after integration, and change the government operation model of domestic cultural enterprise integration to avoid the formation of "big but not strong". " situation.