Thoughts on promoting the development of Xining's characteristic cultural industry
In today's world, culture, economy and politics are integrated with each other, and its status and role in the competition of comprehensive national strength are becoming more and more prominent. In Xining, which has a long history of more than 2,100 years, how to develop and utilize the rich and colorful characteristic culture deposited in the Hehuang area, explore the long-standing folk culture, build a unique and distinctive cultural industry, and achieve the integrated development of culture and economy is a question. An important topic with profound historical and practical significance.
1. Fully understand the status and role of the cultural industry
1.1 The development of the cultural industry is an inevitable requirement for the implementation of the Scientific Outlook on Development. The scientific outlook on development adheres to the people-oriented approach, aims at realizing the all-round development of people, pursues and promotes development based on the fundamental interests of the people, and constantly meets the comprehensive needs of people and promotes all-round development of people. Adhering to a people-oriented approach must not only meet the people's growing material needs, but also meet their spiritual and cultural needs. Developing cultural industries is an important way to prosper socialist culture under market economy conditions and meet the spiritual and cultural needs of the people. With the development of social productivity, people's leisure time increases. After their material life is basically satisfied, people pay more attention to cultural, psychological and spiritual needs. Such as people's needs for books, audio and video, film and television, art, entertainment services, cultural services, tourism and leisure, etc. Develop cultural industries. Meeting people's increasingly urgent spiritual and cultural needs with richer cultural products has become an important condition for human survival and development, and an important part of the sustainable development strategy.
1.2 The development of cultural industries plays an important role in promoting economic construction. The cultural industry belongs to the tertiary industry. Its development not only increases the total development of the tertiary industry, but also enhances the internal structure of the tertiary industry. The total amount of my country's tertiary industry is insufficient and its proportion is too low, which has become a prominent problem of the unreasonable economic structure of our country. At present, the contribution rate of the tertiary industry to GDP in developed countries, led by OECD countries, has reached more than 70%, while the contribution rate of my country's tertiary industry to GDP is only 33.6%, which is even lower than that of many developing countries. national level. Developing the cultural industry is an important step in accelerating the development of the tertiary industry and promoting the adjustment of my country's economic structure and the upgrading of its industrial structure. It is a major measure to further enhance my country's comprehensive national strength and is an important step to achieve coordinated development of my country's economy, politics, and culture and sustainable socioeconomic development. Important guarantee. In Beijing, the cultural industry is surpassing the industrial output value. After several years of efforts, Shanghai has formed a basic industrial structure dominated by film and television, publishing and printing, and culture and entertainment. Yunnan has created a national cultural industry brand, making it a popular place to promote Yunnan and expand its influence. An effective carrier of force.
1.3 The development of cultural industry is an effective means to promote the development of other industries. The cultural industry integrates culture as a basic resource into economic operations, which can further promote the formation and rational allocation of production factors such as technology, knowledge, and human resources, enhance the level of civilization in the field of material production, reduce the consumption of material resources, and increase the quality of products. Added value to achieve the transformation of economic growth from extensive to intensive. The experience of the development of the cultural industry in some developed countries shows that the cultural industry has always stimulated and supported each other and developed together with other industries. For example, the ticket price for a Disneyland park in the United States is US$40, but each person spends nearly more than US$100 per day on food, accommodation, and transportation. Of the annual revenue of US$15 billion, ticket revenue only accounts for one-sixth. On October 8, 2008, the 18th China (Zhongshan) International Animation, Game and Entertainment Industry Trade Fair was attended by the top ten internationally renowned entertainment companies and nearly 700 professional buyers from around the world, making the three-day exhibition A trade turnover of 1.23 billion yuan was achieved.
1.4 The development of cultural industry will promote the pace of reform of cultural undertakings. my country's cultural management system is a product of the planned economy. The single, narrow, supply-oriented cultural management model under the old system "created many literary and artistic institutions and professional art performance groups that have been afraid to face the market for a long time, do not study the market, and are still unable to adapt to the passive nature of the market. situation.
"Developing the cultural industry, cultivating market entities, establishing a unified and orderly cultural market, and improving the macro-control system will inevitably promote the further transformation of government functions, gradually realize the transformation from an office culture to a management culture, and realize the management of government cultural service agencies and The gradual shift from focusing on cultural facilities to managing the culture of the whole society can not only alleviate the financial pressure on the government, but also attract social forces to organize culture, encourage cultural production units to carefully produce good cultural products, and truly pay attention to the cultural needs of the people.
2 Development status of Xining’s cultural industry
Since the reform and opening up, especially in recent years, with the in-depth implementation of the Western Development Strategy, various economic and social undertakings in Xining have been further developed. The status of the central regional city on the Qinghai-Tibet Plateau has been improved. The cultural industry and cultural undertakings have made rapid progress, showing a good development momentum.
2.1 The cultural market is unprecedentedly prosperous in books, newspapers, audio and video products, and electronic publications. While the product market is becoming increasingly prosperous, the original cultural product market, emerging cultural service market, characteristic handicraft market and rural cultural market are gradually taking shape, and the demand for rural cultural consumption is gradually expanding, and cultural intermediary organizations have basically taken shape, gradually becoming a link between cultural production, services and consumption. Effective links to promote cultural products to the market better. By the end of 2007, there were 1,575 cultural business units in the city, including 1,138 business units at the core industry level such as theatrical performances, radio and television, entertainment venues, publishing and printing, Internet services, There are 185 peripheral industry-level operating units such as cultural intermediary services, exhibition services, fitness and leisure, and 253 related industrial-level operating units such as handicraft production and sales, toy production and sales, and musical instrument production and sales. There are 15,496 employees in the city's cultural industry, and the city's cultural industry has an annual operating income of 4.06. billion, with an annual profit of 142 million yuan. Large-scale social and cultural enterprises include Xining Book City and Qinghai Xinqi Crafts and Decoration Company (the company was designated as a cultural industry demonstration base by the Ministry of Culture in 2004). It is worth mentioning that in recent years. Taking advantage of the holding of various major festivals, we vigorously cultivate the performance market, and have successfully held large-scale performance activities such as "Sing China", "Same Song", "Happy China Tour", and "Passion Square" through market operation. , and accumulated experience in developing the performance market. Private capital began to enter the cultural industry in large quantities, especially in cultural tourism, leisure and entertainment, book distribution, Internet culture, art and other industrial fields, further activating the cultural market and initially forming a competition between state-owned and private enterprises. An industrial pattern of simultaneous development and diversification.
2.2 Traditional culture has been explored. Xining has profound cultural heritage and distinctive national characteristics, and has great potential to explore traditional characteristics. The cultural industry is an important task in the creation of "cultural center households" and the construction of cultural courtyards and cultural centers. Farmers' painting, lantern arrangement, embroidery, embroidery, paper-cutting, root carving, jade carving and other industries with a certain scale and influence. Folk paintings, shadow puppets, opera performances, etc. have been explored. For example, the peasant paintings of Huangzhong County have not only gone out of the province, but also gone international, and many people who are engaged in the creation of peasant paintings have benefited from it. Datong focuses on cultivating root carving and jade carving artists. While helping them carry out hand carving and increase their income, Datong also cultivates and discovers nearly 1,600 artists such as ancient folk instrument and mouth string processing artists, folk paper-cutting, embroidery, calligraphy and painting artists, and "Huaer" singers. His works have participated in various trade fairs and performances and have achieved good economic and social benefits. Huangyuan County regards Paideng as a cultural industry brand that brings together various artistic methods such as painting, embroidery, embroidery, paper-cutting, shadow puppets, calligraphy, and music. It has vigorously developed it and has initially achieved good results. Up to now, Huangzhong County has been named the “Hometown of Chinese Modern Ethnic Folk Painting” by the Ministry of Culture, and Datong County has been named the “Hometown of Chinese Folk Art (Huaer)” by the Ministry of Culture. “Laoye Mountain” Huaerhui, Huangyuan The lanterns were included in the first batch of national intangible cultural heritage protection lists. The folk cultural industry has not only gradually become the most dynamic and important component of the cultural industry, but has also increasingly become an important channel for farmers to increase their income. Production and sales have developed from family workshops to various models such as companies plus farmers, capable people leading farmers, retail and wholesale, group exhibitions, etc. that adapt to market demand. At the same time, professional cultural workers in cities, districts, and counties have taken various measures such as special lectures, on-site demonstrations, and teacher-apprenticeship to carry out targeted cultural and artistic training, which has greatly improved the cultural and artistic quality of employees in this industry.
2.3 The tourism industry has strong momentum.
By continuously improving the tourism service functions and focusing on shaping the city brand of "China's Summer Capital", Xining's tourism status and industrial quality have been effectively improved. Tibetan medicine, Tibetan blankets, Tibetan handicraft products and other special tourist products, ethnic handicrafts and green organic food from various places have been effectively developed, expanding tourism shopping consumption. Taking the path of combining culture and tourism, we vigorously explore and promote a number of tourism cultural resources such as Kumbum Temple, "Haizang Throat", and Riyue Mountain, and create our own tourism characteristics. Actively develop rural tourism, taking "farmhouse" and "herding house" as the starting point, adapting measures to local conditions, highlighting characteristics, and helping farmers and herdsmen increase their income through tourism. Strengthen the construction of honest tourism, improve the quality of tourism services, and shape the image of Xining’s tourism integrity. Seize the golden opportunity of the opening of the Qinghai-Tibet Railway, comprehensively improve the level of urban hardware facilities in building the "Qinghai-Tibet Line" tourism brand, increase investment in hotels, catering, vehicles, civil aviation, etc., and further improve the regional transportation system and investment environment. As the starting point of the Qinghai-Tibet economic development axis, the popularity and logistics growth brought about by the opening of the Qinghai-Tibet Railway have become important factors in driving the development of Xining's cultural industry. From July 1 to August 15, 2006, the Qinghai-Tibet Railway was open to traffic for 45 days, and the passenger flow passing through Xining reached 200,000. According to statistical analysis by experts from the Ministry of Construction, after the opening of the Qinghai-Tibet Railway, the passenger flow passing through Xining will increase to 200,000 every year. Reaching more than 600,000 passengers. A research project by the Institute of Industrial Economics of the Chinese Academy of Social Sciences shows that after the Qinghai-Tibet Railway is put into operation, the average annual growth rate of tourist arrivals will increase to about 30%.
The development of the cultural industry in Xining City has shown a good trend of continuous improvement of the system, continuous improvement of categories, increasingly prosperous market, gradual diversification of investment entities, and joint participation of the whole society. In order to meet the increasing needs of the people, The growing spiritual and cultural needs have played an important role in improving the cultural taste of the city and displaying the cultural connotation of the city, becoming an effective channel for employment placement and a new growth point in promoting economic development. But overall, it is still in its infancy. Compared with areas with developed cultural industries, there is a big gap, which needs to be paid attention to and solved in future work.
First, the ideological concepts lag behind. Many cultural units would rather stick to their old stalls and rely on the state to support them with their increasingly fragile "iron rice bowl", instead of taking the road of industrialization to build cultural undertakings and prosper literary and artistic creation. Restricted by the overall economic level, citizens' cultural consumption concepts are backward. The phenomenon of "rather having a meal than watching a show" is relatively common. The cultural consumption market needs to be vigorously cultivated.
Second, the degree of industrialization is still quite low. Except for the cultural entertainment, audio and video industries, etc., the degree of marketization is generally low, the scale is small, and there is no strong anti-risk and competitiveness. There is a big gap between its production level, operating institutions and the people's cultural consumption needs. The characteristic cultural industry is still in the exploratory stage and its development is difficult. Characteristic cultural industries such as peasant paintings, root carvings, jade carvings, embroidery and folk opera performances have weak brand awareness, insufficient publicity and promotion, and lack of start-up capital required to enter the market, making it difficult to achieve scale. There is a lack of necessary and effective protection and inheritance measures for endangered skills, and a lack of technical, managerial and business talent teams necessary for the development of characteristic cultural industries.
The third is the lack of complete industrial policies, laws and regulations. The cultural industry is a new thing that has emerged in the reform. There are still no complete supporting policies to support the development of the cultural industry, and there is a lack of a complete legal system to ensure its development. It is difficult to reflect fair and just competition in industrial operations.
Fourth, the cultural management system cannot adapt to the development of the cultural industry. The government interferes too much in the operation and management of cultural enterprises and institutions. Although this situation has improved after many reforms, the phenomenon of lack of separation between government and enterprises still exists under the planned economy model. Cultural management units cannot use their hands and feet to do anything boldly. The government's macro-control efforts are insufficient, and duplication of construction, blind investment, and abnormal competition occur from time to time in cultural management.
3 Countermeasures for the development of Xining's characteristic cultural industry
The first condition for developing the cultural industry is to transform from a "market regulator" to an "industry development promoter", focusing on planning and guidance We will work hard in policy promotion, environment creation, market cultivation, organization and coordination, and key assistance to promote the city's cultural industry towards great development and prosperity.
3.1 Deepen the reform of the cultural system and promote the industrialization of commercial culture.
Only by accelerating the reform of the cultural system and establishing a cultural system that is compatible with the socialist market economic system and meets the requirements of socialist spiritual civilization construction can we further liberate and develop cultural productive forces and vigorously develop the cultural industry. According to the actual situation of Xining City's promotion of cultural system reform in recent years, the next step should be to focus on commercial cultural industrialization, distinguish the boundaries between non-commercial and commercial cultural undertakings, and change the assets, resources and businesses that are allowed to operate from the current It will be separated from the business structure, undergo corporate transformation and reorganization, and be managed and operated separately from the business department. Encourage non-public capital to participate in operations, establish companies in accordance with the requirements of the modern property rights system and the modern enterprise system, and implement the separation of ownership and management rights.
3.2 Strengthen infrastructure construction and provide the necessary hardware environment for the development of characteristic cultural industries. Accelerate the construction and adjustment of a number of cultural facilities to build a platform for the development of the folk performance market and various cultural exchange measures. Build a folk custom performing arts reception center with national and local performance characteristics and a certain scale. Launch and display Qinghai’s unique virtuous and filial singing art and folk culture and art such as Hehuang Meihu, “Hua’er” and Qin Opera, providing a carrier for them to enter the market and embark on the road to industrialization. Integrate various existing markets, establish a specialized market for characteristic cultural products, change the current situation where various cultural products are mixed in various markets, and there is a market but no market, and cultivate leading enterprises and business owners in the production and operation of characteristic cultural products .
3.3 Excavate historical and cultural resources, enrich the connotation of tourism culture, and promote the harmonious development of tourism and characteristic cultural industries. Organize and carry out in-depth research on the history and culture of Xining, systematically excavate, organize and utilize resources such as famous historical figures, cultural celebrities and intangible cultural heritage, enrich tourism cultural resources, and gradually form a route based on visiting natural landscapes and historical heritage It mainly promotes, explains and displays historical and cultural traditions such as ethnic culture, religious culture, folk activities and local ethnic customs songs and dances, and focuses on tourism and shopping of local characteristic cultural products such as Thangkas, embroidery, Tibetan ornaments, strange stones from the Yellow River, and painted pottery. auxiliary new pattern of cultural tourism. Provide support, revitalization and development to some traditional industries that are on the verge of being lost and have no successors. Establish brand awareness, launch highlights, expand external exchanges, display, promote and carry forward distinctive ethnic folk art resources and arts and crafts works, and accelerate the transformation of cultural resource advantages into the tourism and cultural industry. Research policies and measures to promote the harmonious development of tourism and characteristic cultural industries, strengthen the management of travel agencies, tour guides and other tourism service departments and personnel, and establish an assessment system to promote the development of characteristic cultural industries.
3.4 Cultivate and guide the healthy development of the folk performance market, and support the development of folk characteristic cultural performance groups. Adhere to focusing on public welfare cultural undertakings with one hand and commercial cultural industries with the other. Through planning formulation, project guidance, business guidance and other means, we will unite the value orientation and interest trends of scattered cultural enterprises, concentrate the efforts of all parties, and comprehensively improve Xining The overall strength and competitiveness of the regional cultural industry. Combine increased investment with improved financial investment methods to improve the efficiency of fund use and promote the healthy development of the folk performance market. Explore the special cultural project fund management model, encourage professional media companies and private performance groups to participate in competitions in play creation, performance planning, program arrangement, performance and other aspects, and guide the development of the private performance market and the healthy development of various performance groups.
3.5 Build cultural brands and promote the development of characteristic cultural industries. Brand is a huge intangible asset with goodwill impact and commercial value. Market-oriented, we strive to build cultural brands and gradually become the leader in the development of characteristic cultural industries. Create high-quality national and folk performances that are market competitive, highlight the local ethnic cultural characteristics, and have a high artistic level and representativeness. In-depth investigation and exploration of the advantages and potential of the development of characteristic cultural industries will be carried out to expand and strengthen advantageous industries such as folk art, "flowers", shadow puppets, and sculpture in a planned and step-by-step manner. Excavate, display and launch artistic masterpieces such as peasant paintings, lanterns, shadow puppets, embroidery, paper-cutting, etc., carry out large-scale tourism and cultural services, integrate resources, expand influence, enhance economic benefits, and promote the development of characteristic cultural industries.
3.6 Strengthen team building and provide talent guarantee for the development of cultural industry. The cultural industry is an important part of the knowledge economy and a highly intellectual industry. It requires a large number of specialized talents with high cultural and artistic literacy and innovative ability, and who also understand the rules of cultural industry management.
Focusing on the three links of cultivating talents, attracting talents, and making good use of talents, we will formulate a talent resource development plan and implement preferential policies to introduce and motivate talents, especially to strengthen the cultivation of local talents. Focus on strengthening the cultivation of all types of talents urgently needed in cultural industries such as business management, creation and technological innovation, regularly and irregularly organize business management personnel and professional backbones to conduct training and training, cultivate and cultivate all kinds of outstanding talents at all levels in the industrial field, and gradually establish A team of cultural industry talents who understand culture, are proficient in technology, are good at business, and know how to manage.
3.7 Adhere to the right direction, reform and innovate, and achieve common development. Cultural products have ideological attributes and must always adhere to the direction of serving the people and socialism. We insist on putting social benefits first and strive to achieve the unity of social benefits and economic benefits. Strengthen macro-control, give full play to the fundamental role of the market mechanism in the allocation of industrial resources, optimize resource allocation through market means, adjust structural layout, adjust the distribution of interests, and promote the development of a virtuous cycle of industry. Always aim to provide consumers with high-quality products and services. The starting point and foothold of industrial development. Emancipate the mind, regard reform and innovation as the fundamental driving force and the only way for industrial development, adhere to the coordinated development of multiple economic components, absorb and utilize social resources to develop characteristic cultural industries, and form a multi-subject fair competition, open and orderly market environment, Promote market prosperity and industrial growth.
3.8 Increase support and guidance. Xining is rich in characteristic cultural resources, but the current resource allocation is scattered and there is a lack of strong guidance for industrial development. Government support should be increased. Cultivating the cultural industry as a new pillar industry cannot be separated from the guidance of the government and the support and support of relevant policies. Relevant government departments should strengthen communication, support each other, and form synergy to strengthen guidance and support for the development of the cultural industry from all aspects of finance and taxation, industrial and commercial administration, social security, and labor and personnel. We must insist on focusing on public welfare cultural undertakings with one hand and commercial cultural industries with the other, so as to achieve both promotion and promotion. Through planning formulation, project guidance, business guidance, financial support and other means, the value orientation and interest trends of scattered cultural enterprises can be brought together, and the efforts of all parties can be concentrated to comprehensively enhance the overall strength and competitiveness of Xining's characteristic cultural industry. At the same time, policies must be improved. Establishing and improving the political and legal system and increasing policy support are important guarantees for the development of characteristic cultural industries. Implement existing policies and study and formulate new support policies. Relax access conditions, simplify approval procedures, and encourage social funds to participate in the construction of characteristic culture. We will increase tax policy support and exempt newly established cultural enterprises from income tax in accordance with regulations. Corporate donations to cultural undertakings enjoy the relevant “donation tax deduction” policy. Improve land support policies and provide preferential treatment for characteristic cultural industry projects in site selection, project establishment, land acquisition, etc.; and, subject to the premise of complying with urban planning, allow state-owned cultural units to increase land use within their original land use.