First, the definition of the concept of cultural industry and the division of statistical scope
Culture is the reflection and expression of human economic and social activities. The industrialization of culture is determined by the development of social productive forces and the evolution of mass consumption demand. At present, there are different definitions of cultural industry at home and abroad: UNESCO describes it as "a series of activities to produce, reproduce, store and distribute cultural products and services according to industrial standards"; China Ministry of Culture's Opinions on Supporting and Promoting the Development of Cultural Industry points out that "cultural industry refers to the operating industry engaged in the production of cultural products and the provision of cultural services". Its characteristic is to develop cultural undertakings by means of industry, take culture as the resource of production and operation, provide cultural products and services to the society, and meet the growing material and spiritual cultural needs of the people.
In order to unify the statistical caliber of cultural industries, in 2004, the National Bureau of Statistics issued the standard of Classification of Cultural and Related Industries, which defined "cultural and related industries" as activities providing cultural and entertainment products and services to the public and a collection of activities related to these activities. The statistical scope of "culture and related industries" includes activities such as providing cultural products, cultural communication services, cultural leisure and entertainment, and production and sales activities of goods and equipment directly related to them. According to GB/T4754-2002, cultural industry statistics are divided into two parts according to the importance of cultural activities, namely, cultural service industry and related cultural service industry. According to the needs of department management, the characteristics of cultural activities and the industrial chain, it is subdivided into news services, publishing and copyright services, radio and television, film services, cultural and artistic services, network cultural services, cultural leisure and entertainment services, other cultural services, cultural supplies and equipment.
Second, the development background, resource advantages and main characteristics of Shandong cultural industry
Since the founding of New China 50 years ago, especially since the reform and opening up, Shandong's cultural undertakings have made rapid progress and spiritual products have made gratifying achievements. It is in the forefront of the country in art education, cultural relics protection, cultural market management and mass cultural activities. In recent years, the province's cultural industry has risen rapidly, and the industrial awareness of cultural units has been significantly enhanced. A number of market-oriented, innovative cultural enterprises and cultural industry groups with great economic strength and social influence have emerged, becoming a new cultural force to develop and expand the tertiary industry. According to the national classification standards, the Provincial Bureau of Statistics estimated that the added value of the cultural industry in the province in 2003 was 39.765438 billion yuan, and the added value of the cultural industry accounted for 3.2% of GDP.
(A) the sustained and healthy development of cultural undertakings has provided sufficient nutrition and a solid foundation for the rise of cultural industries.
In 2003, there were 1949 mass cultural institutions in the province, including 19 mass art museums, 138 cultural centers and 1792 cultural stations. There are 5,990 employees, including 643 people in the Mass Art Museum, 2,325 people in cultural centers and 3,022 people in cultural stations. Compared with 1996, the number of institutions and personnel decreased by 26.2% and 8.2% respectively. Cultural and artistic performance groups 120, with 5998 employees. The streamlining of cultural institutions and the reorganization of personnel undoubtedly paved the way for the clear trend of industrialization.
In 2003, cultural institutions in the province organized 265,438+0,924 literary and artistic activities, held 5,468 exhibitions, held 7,965,438 training courses, and showed 4,265,438 videos+0.24 times, with an audience of 865,438+0,654.38 million. The provincial 174 cultural relics institutions held exhibitions 1 145 times, and received 5.023 million visitors throughout the year. In the same year, the province's cultural performance groups staged 59 new plays/kloc-0, with 2 1.437 million domestic audiences. Many excellent plays won prizes in the national selection. 104 There were 35,000 performances (screenings) in cultural and artistic performance venues, with an audience of 6.094 million. There are 0/40 public libraries with 22.456 million books, with a total circulation of 1055 1 10,000 person-times. The prosperity and progress of cultural undertakings in the whole province and the breakthrough of "public welfare cultural agency" and "marriage of cultural enterprises" have created a good social and cultural atmosphere for the rise of cultural industries.
In 2003, the total income of cultural (cultural relics) institutions in the province was 78 1.794 million yuan, an increase of 94% over 1.996. Among them, business income increased by 37. 1%, and the proportion of business income decreased by 8.8 percentage points; The fiscal subsidy income increased by 1.4 times, and the proportion increased by 13.4 percentage points; Operating income decreased by 5.4%, accounting for 2.3 percentage points. The increase of the total income of cultural institutions, especially the financial subsidy income, is manifested in the increase of government investment; The decline in operating income indicates the inevitability of cultural industries being separated from cultural undertakings as soon as possible.
In recent years, the development of Shandong news publishing industry has been at the forefront of the country. From 2000 to 2003, the circulation of books in the province increased year by year: book purchases increased from 510.30 billion yuan to 6.45 billion yuan, and book sales increased from 4.99 billion yuan to 6.03 billion yuan. With the popularization and upgrading of household audio-visual equipment, the types of audio-visual products are rich and the number has soared. In 2003, the province published 30,000 tapes of 12 and 78,000 discs of10.
Shandong radio, film and television industry has a good development foundation and great potential. In 2003, there were 8 radio stations and TV stations 18 above the city (prefecture) level in the province, and the coverage rate of radio and TV population was 93.79% and 9 1.25% respectively, and the coverage rate of cable TV households was 27.63%. In some areas, the digitalization process of cable TV has begun. The resource reorganization and industrial operation reform in the field of radio and television have achieved initial results.
(2) Rapid economic growth, rising income level and sharp increase in cultural consumption have created a solid economic foundation and broad market space for the development of cultural industries.
In 2003, the province's GDP was1243.6 billion yuan, up by 13.7% year-on-year, the highest growth rate since 1996, and achieved double-digit growth for 13 years. The per capita disposable income of urban residents and the per capita net income of farmers were 8399.9 1 yuan and 3 150.49 yuan, respectively, increasing by 29.43% and 18.48% compared with 2000. In recent years, the Engel coefficient of urban and rural residents (that is, food consumption.
The proportion of expenditure continued to decline, and the proportion of cultural consumption expenditure increased all the way. As shown in figure 1, from 1996 to 2003, the Engel coefficient of urban residents decreased from 43.6% to 33.8%, and that of rural residents decreased from 52.7% to 4 1.8%. In terms of consumption composition, the expenditure on cultural, educational and recreational services of urban residents in 2003 was 94 1.47 yuan, accounting for 15.5 1% of the consumption expenditure, which was 5.49 and 1.32 percentage points higher than that of 196 and 2000 respectively. The expenditure on cultural, educational, recreational goods and services of farmers is 2965438 0.33 yuan, accounting for 65438 0.66% of the living consumption expenditure, which is 4.98 and 65438 percentage points higher than that of 65438 0.96 and 65438 0.92 percentage points in 2000 respectively.
With the rapid growth of economy and the renewal of consumption concept, people's aesthetic taste and entertainment activities are constantly being renovated, diversified, fashionable and even alternative consumption patterns are gradually formed, and enjoyment and development consumption patterns are quietly emerging. Digital TV, digital movies, broadband access, video on demand, multimedia messaging services and e-commerce have begun to enter the life circle of ordinary people. Holiday economy has driven the overall growth of related cultural services, indicating that there is still much room for improvement in cultural consumption capacity.
(3) The profound Qilu civilization and considerable human capital are the original resource advantages for the development of Shandong's cultural industry.
Shandong is the hometown of Confucius and Mencius, the state of etiquette, Qilu civilization has a long history, a big cultural province, and rich in cultural heritage, cultural traditions and cultural innovation resources. As the source of the traditional axis culture of the Chinese nation, countless cultural heritages, cultural relics, cultural classics and historical and cultural celebrities are unique cultural resources in Shandong. The magnificent development history, brilliant achievements in reform and opening up, colorful social life and colorful local folk culture are inexhaustible cultural sources, which provide great development potential for excavating the modern economic value of traditional cultural resources. Through the activation of market operation mechanism, huge resource advantages will be transformed into rich industrial advantages.
Shandong is the second most populous province with obvious advantages in human resources stock. The fifth census in 2000 showed that there were 3,335 people with college education or above per100000 population in the province, which was 2.4 times higher than the 976 people in 1.990. The average length of education for people aged 6 and above is 7.5 years, 65,438+0.3 years more than 65,438+0.990. The improvement of population's cultural quality not only provides knowledge reserve and talent support for the development of cultural industry, but also creates conditions for the renewal of cultural concepts and the awakening of industrial consciousness.
(D) Although the development of Shandong's cultural industry started late, it has outstanding characteristics and great potential.
In recent years, some cultural units in the province have taken the lead in entering the market, trying to operate as enterprises, and the social production attributes of cultural products and services have initially appeared. Compared with advanced provinces and cities, the market-oriented reform in Shandong's cultural field started not early, but it has great development potential. Nowadays, the development of cultural industry in the province is about to enter a period of rapid accumulation, the implementation of cinema line reform, the establishment of publishing, newspaper and radio and television groups, and the pilot reform of cultural institutions. A series of new measures have become a "catalyst" for activating the cultural industry. From a statistical point of view, the development of Shandong's cultural industry has the following outstanding characteristics:
1. From the overall development of the cultural industry, the momentum is bullish, the speed is accelerated, and the contribution rate to the national economy is increased. As can be seen from Figure 2, in 2003, the added value of cultural industries in the province was 3,9761billion yuan, an increase of 7 1.6 1 billion yuan compared with 2002, with a growth rate as high as 22%, which was 8.3 percentage points higher than the GDP growth rate in the same period. The added value of cultural industries accounted for 3.2% of GDP, 0. 1 1 percentage point higher than that in 2002. Compared with the estimated data of national cultural industry published by the National Bureau of Statistics in 2003, the added value of Shandong cultural industry accounts for 1 1. 12% of the whole country, which is not small, and the added value of cultural industry accounts for 3.06% of the whole country's GDP.
2. From the perspective of the internal composition and stratification of cultural industries, the strength of emerging cultural industries is constantly expanding, the development space of traditional cultural industries is large, and the correlation between culture and related industries is enhanced. In 2003, the added value of "cultural service industry" directly engaged in cultural activities in the province was 65.438+0.0368 billion yuan, accounting for only 26.1%of all cultural industries; The added value of "related cultural services" providing production and sales of cultural goods, equipment and related cultural products was 29.393 billion yuan, accounting for 73.9%. The added value of cultural services accounts for 0.83% of GDP, and the related cultural services account for 2.36% of GDP. The latter's contribution to the national economy is much higher than the former. From the national situation, the added value of cultural services and related cultural services accounted for 48% and 52% of the total added value of cultural industries, 1.47% and 1.59% of GDP, respectively, and related cultural services were slightly higher than cultural services.
The cultural industry is divided into three levels (see table 1): the traditional "core layer" of the cultural industry, which focuses on press and publication, radio, film and television, culture and art, achieves an added value of 32150,000 yuan, accounting for 0.26% of GDP; The "peripheral layer" of the cultural industry, which is dominated by emerging cultural services such as internet, tourism, leisure and entertainment, brokerage agency and advertising exhibition, realized an added value of 7153 million yuan, accounting for 0.58% of the GDP; The "related layer" of the cultural industry, which mainly produces and sells cultural goods, equipment and related cultural products, realized an added value of 29.393 billion yuan, accounting for 2.36% of the GDP. The ratio of three-tier added value is 8: 18: 74, while the ratio of three-tier added value in China is 25: 23: 52. It can be seen that the development of emerging cultural service industry in Shandong is lagging behind, and the development of cultural service industry itself has greatly promoted the development of related cultural industries, which also shows that there is still a lot of room for the development of traditional cultural service industry in Shandong.
Table1:comparison table of added value of cultural industries at all levels in Shandong province and the whole country in 2003 and its proportion in GDP.
Project Shandong, Shandong's proportion in the whole country
(or percentage increase or decrease)
The added value of the core layer (100 million yuan) is 32. 15883.84, accounting for 3.64% in Shandong.
The proportion (%) of core added value to GDP is 0.260.76-0.5 percentage points.
The added value of the peripheral layer (100 million yuan) is 7 1.53834.6438+0, with Shandong accounting for 8.57%.
The ratio of the added value of the peripheral layer to GDP (%) is 0.580.7 1-0. 13 percentage points.
The added value of related layers (100 million yuan) is 293.338+058.27, accounting for 15.82% in Shandong.
The proportion (%) of the added value of related layers to GDP is 2.36 1.59+0.77 percentage points.
3. The proportion of cultural industry employees in the whole society is slightly higher than the national average, but it is a low province in East China. According to the data of the second basic unit census, in 200 1 year, there were 900,000 employees in the cultural industry in the province, including 389,000 in the cultural service industry, accounting for 43.22%; Related cultural services industry 5 1. 1 10,000, accounting for 56.78%. Employees in the cultural industry account for 5.39% of employees in the secondary and tertiary industries, accounting for 1.93% of employees in the whole society, which is 0.04 percentage points higher than that in the whole country. Compared with other provinces and cities in East China (lack of Anhui data), the number of cultural industry employees in Shandong is less than that in Shanghai and Jiangsu, and more than that in Zhejiang, Fujian and Jiangxi. The proportion of cultural industry employees in the whole society is only higher in Shandong than in Jiangxi (see table 2).
Table 2: Number and proportion of cultural industry employees in China and East China
Regional cultural industry employees (10,000 people) accounted for the proportion of employees in the whole society (%)
National 1377+0438+0.89
Shanghai 135+09.538.
Jiangsu 109.983.08
Zhejiang 863. 1
Fujian(Province)
Jiangxi 23. 18 1.2
Shandong 90 1.93
Source: 200 1 data of the second national basic unit census.
4. Traditional cultural services such as press and publication, radio, film and television, culture and art are poised for development, and market-oriented reform will bring extraordinary development. In 2003, the press and publication, radio, film and television, culture and art industries in the "core layer" grew relatively slowly, with the added value increasing by 10. 1% over the previous year, while the emerging cultural industries in the "peripheral layer" increased by 2 1. 1%. From the total output of the "core layer", news publishing, radio, film and television, culture and art accounted for 37.7%, 44.8% and 17.5% respectively, while the development speed of the three industries was 8.65%, 438+0%, 8.5% and 19.3% respectively. With the deepening of the reform of cultural undertakings system and the establishment of market-oriented operation mechanism, the traditional cultural service industry, especially the cultural and artistic industry, has great development potential, and the pattern within the administrative system will be replaced by the diversified development pattern of the whole society.
5. The number of stationery, equipment and related cultural products manufacturing enterprises has increased, the benefits have been enhanced, and the leading industries have obvious advantages. In 2003, there were 836 cultural goods, equipment and related cultural products production enterprises in the province (hereinafter referred to as cultural production enterprises), an increase of 25/kloc-0 and 107 respectively compared with 2000 and 2002; The number of employees has also increased from 320 thousand to 330 thousand to 358 thousand. In 2003, the added value of all cultural manufacturing industries in the province accounted for 13. 1% of the whole country. The added value of cultural manufacturing above designated size18.036 billion yuan, accounting for 3.83% of the added value of industrial above designated size. The leading industries of cultural manufacturing enterprises are concentrated in three industries: machine-made paper and paperboard manufacturing, arts and crafts manufacturing and household audio-visual equipment manufacturing. In 2003, the added value of the three industries was 64180,000 yuan, 527.7 million yuan and 353.3 million yuan respectively, accounting for 35.6%, 29.3% and 65,438+of the added value of cultural manufacturing industries above designated size.
6, stationery, equipment and related cultural products sales enterprises have high added value rate, and the main products have distinctive cultural characteristics. In 2003, the sales enterprises of stationery, equipment and related cultural products in the province realized an added value of 6.066 billion yuan, with an added value rate of 43.7%. According to the census data of grass-roots units in 20001year, the industries with higher business income are: wholesale and retail of household appliances related to culture accounted for 35.3%, wholesale and retail of books and newspapers accounted for 23%, wholesale and retail of arts and crafts and collectibles accounted for 12.2%, and wholesale and retail of audio-visual and electronic publications accounted for 165438. The lowest proportion is that the auction of cultural goods only accounts for 0.9%. With the development of cultural industry, the sales situation of a number of emerging cultural products with high-tech content and high added value is promising.
Third, the main problems and constraints facing the development of Shandong's cultural industry
At present, Shandong cultural industry is still in the initial stage of development, exploration and cultivation, and has not yet formed a scale advantage. Compared with advanced provinces and cities, there is a certain gap. Only by recognizing one's own disadvantages can we accurately locate and seek a breakthrough.
(A) the industrial development is not sufficient, the total scale is small, and the cultural industry is far from becoming a pillar industry in Shandong. In 2003, the added value of Shandong's cultural industry only accounted for 3.2% of the province's GDP, which lagged behind advanced provinces and cities in both scale and development speed. Although the data in Table 3 lack standardization and comparability due to different statistical caliber, year and data source, it also reflects the regional differences in the development of cultural industries from one side. Now some provinces propose that the added value of cultural industries should account for 5% to 6% of GDP in the next five to 10 years, which is very stressful for Shandong. If we can't achieve extraordinary and leap-forward development, according to the development trend in 2003, it will take about 15 years for the added value of Shandong cultural industry to exceed 5% of GDP.
Table 3: Comparison of the ratio of added value of Shandong cultural industry to GDP with that of the whole country and some provinces and cities.
Compared with the previous year, cultural production and cultural industries in various regions have increased.
The proportion of industrial added value to GDP, the growth rate of added value of cultural industries and the statistical scope of GDP
The proportion (%) of value (100 million yuan) is compared with the growth rate (%)
National 20033576. 723. 1- national classification standard
Beijing 2002163.505.1kloc-0/4.9+4.5 is basically consistent with the national standards.
National Classification Standard of Jilin Province 2003113.404.4438+02.5+2.3 20000001
Zhejiang 2001359.005.324.1+13.6 includes education and sports.
Anhui 2002137.003.816.9+8.0 includes education and sports.
Shandong 2003397.6 13.222.0+8.3 National Classification Standard
Hubei 200 1 160. 003. 5- including sports, etc.
Guangdong 2002668.935.7 14.6+3.8 includes education, sports, science and technology, etc.
Hainan 200320.522.911.5+1.0 national classification standard.
Sichuan 200354.50 1.068.7+56.9 is basically consistent with the national standard.
Note: Statistical data of national and provincial cultural industries are taken from relevant research reports, with different definitions of year and industry.
(2) The intensive degree of cultural industry organizations is not high, and the resources are relatively scattered, which restricts the establishment of the market dominant position. There are many small cultural enterprises in Shandong, but few large modern cultural enterprises. According to the 200 1 basic unit census, there are 24 employees in each cultural industry activity unit, among which the cultural service industry is even less, with only 20 employees. From the perspective of cultural manufacturing enterprises, the number of employees in each unit is also shrinking: from 2000 to 2003, the average number of employees in each enterprise was 542, 460 and 427 respectively. The miniaturization of cultural industry organizations and the decentralization of resource advantages are difficult to meet the requirements of fierce market competition. Some cultural industry units have not completely become independent and self-financing market entities. Some cultural enterprise organizations transformed from public institutions still rely on government funds to run culture, lacking the vitality of market operation and team creativity.
(3) The industrial elements of cultural resources are not fully explored, and the awareness of resource possession and innovation and development is relatively weak. At present, Shandong's local cultural resources have not been comprehensively counted and evaluated, cultural products have no characteristics, are not rich in varieties, are not fashionable in packaging, lack of secondary development with advanced systems and unique perspectives, and various cultural resource elements have not been confirmed by market, product links and marketing integration, so it is difficult to completely transform them into industrial resources. For example, some famous tourism resources have not yet found profound cultural connotations and lack the attraction of tourism themes. A few years ago, the tourism boom in the "Water Margin City" outside the province took the lead, while the tourism industry in the birthplace of the authentic Water Margin story was bleak and the internal competition was serious. From the strange phenomenon that Jinan cultural market rarely sees related commemorative tourist handicrafts during this year's Asian Cup football match, we can see that the consciousness of seizing opportunities and innovating competition is weakened in the integration and development of Shandong cultural industry resources. Resources far away from industrial development and market-oriented operation can only be "the moon in the water, the flower in the mirror" for the cultural industry.
(D) The concept of cultural consumption lags behind, the effective demand is insufficient, and the supply and demand structure of the cultural market is unbalanced. In 2003, the per capita expenditure on culture, education and entertainment of urban and rural residents in the province only accounted for 15.5 1% and 13.66% of the consumption expenditure respectively. Excluding education consumption, urban residents' pure cultural and entertainment consumption only accounts for 7.27%, and cultural and entertainment consumption lacks rigidity and is still in a secondary position with a large elastic coefficient. People don't have the idea of actively spending money to consume culture, and the potential spiritual and cultural needs need to be awakened and transformed into realistic purchasing power. According to international experience, when the per capita GDP exceeds $65,438+$0,000 and the added value of the tertiary industry accounts for about 40% of GDP, people's demand for cultural consumption will increase rapidly. In 2003, Shandong's per capita GDP reached $65,438 +065 1, and the added value of the tertiary industry accounted for 34.6% of GDP, showing great cultural consumption potential. However, there is still a gap between supply and demand in the cultural market, the demand for multicultural consumption has not been fully taken care of, and the positioning and functions of cultural products and services are single, which is far from residents' expectations for multicultural consumption.
(5) Macro-management is diversified, the industrial chain is artificially cut off, and cultural resources are not fully utilized. For a long time, it is difficult to form a comprehensive and systematic cultural industry policy system due to fragmentation and industry barriers. The government's cultural management departments are not completely divorced from the management mode of direct management of culture, and the cultural market is distributed in a "go" shape, which is not conducive to large-scale development and large-scale market operation. For example, the content review, publishing and market management of the audio-visual industry belong to three departments: culture, radio and television, and press and publication; Tourism services, cultural relics management, catering sales, etc. It is also under the control of the Tourism Bureau, the Cultural Relics Bureau and the Industrial and Commercial Bureau. This "Romance of the Three Kingdoms" pattern makes the same industrial chain develop freely among different departments, and some cultural resources are idle and wasted, making it difficult to develop and make full use of them systematically. On the one hand, the investment in basic cultural construction is insufficient, the basic cultural facilities are outdated, and the rural cultural life is relatively poor; On the other hand, it is the low input-output ratio that pursues sensational effect in the cultural momentum project. In popular cultural festivals such as "building a stage for culture, singing opera for economy" and "playing business cards for the region", the development and utilization of cultural resources in some places is only an attractive cover for attracting investment and attracting business, and the cultural resources that have been reduced to "childcare" have not received due cultural respect or real investment development.
(6) The cultural industry has insufficient talents and low quality, which affects the subsequent development. The employees absorbed by the cultural industry in the whole province account for 1.93% of the total number of social employees, which is slightly higher than the national average. Compared with 3% to 6% in developed countries. Although it is a populous province, the total number of employees in Shandong cultural industry is not only small, but also the overall quality is not high, especially the rural grassroots cultural talents. According to the data of "Five-year Plan", the population with college education or above per100000 population in the province is lower than the national average of 3543, ranking only 15 among the provinces (cities, districts). The low cultural quality of the population not only affects the acceptance and participation of the cultural audience, but also affects the combat effectiveness and competitiveness of the cultural industry talent team.
Fourth, some suggestions on the integration and leapfrog development of Shandong cultural industry resources.
At present, the development of Shandong cultural industry is facing a rare period of strategic opportunities. We must be guided by innovative ideas and unconventional development, take institutional reform and structural adjustment as an opportunity, take market allocation and investment diversification as a guarantee, and take scientific and technological progress and talent support as the driving force to realize the advantageous reorganization and leap-forward development of Shandong cultural industry resources.
(A) the full implementation of Scientific Outlook on Development, in order to deepen the system reform to promote the transformation of government functions, to ensure the sustainable development of cultural undertakings and cultural industries. Party committees and governments at all levels should take Scientific Outlook on Development as a guide and bring the cultural industry into the overall planning of economic and social development, making it an important driving point to enhance the comprehensive development strength. Cultural administrative departments should establish the concept of "big cultural industry", extend their work vision from the cultural system to the whole society, actively promote the reform of cultural management system, change the situation of multi-head management, overlapping functions and compartmentalization, realize the transformation from "managing culture" to "managing culture", and focus on cultivating cultural market and creating a relaxed and harmonious cultural development environment. All localities should avoid low-level redundant construction and waste of cultural resources, strengthen the effective protection of non-renewable cultural and cultural relics resources, adhere to the people-oriented principle, ensure a win-win situation in economic and social benefits, and promote the sustainable development of cultural industries. It is necessary to intensify the restructuring of cultural enterprises and institutions, deepen the reform of personnel system in state-owned cultural institutions, comprehensively implement the employment system and personnel agency system, and adjust the internal income distribution mechanism.
(2) Carefully create innovative highlights, strive to enhance the added value of science and technology, and activate the inherent potential of the development of cultural industries. Cultural industry is "content is king" industry, and cultural originality is the lifeline of cultural industry. Only by broadening our horizons and learning to innovate can we lead the new trend of cultural entertainment, fashion economy, cultural concern and cultural creative economy, promote the enrichment of urban and rural cultural products and improve the category structure of cultural industries. All localities should base themselves on different cultural resources and economic bases, adopt different industrial cultivation measures and market operation modes, establish pillar cultural industries, and identify the "breakthrough point" of development. It is necessary to face up to the competition pattern of regional cultural industries, give play to the radiation-driven role of peninsula urban agglomeration, and build a regional cooperation framework of cultural industries around Bohai Bay. In view of the increasing penetration of modern information technology into traditional cultural industries, Shandong cultural industries should highlight the characteristics of high technology and high intelligence, and improve the scientific and technological content of cultural products production and cultural services. In the fields of digital equipment, network system and multimedia technology, we will cooperate with scientific research institutions to tackle key problems and strive for breakthroughs. Give full play to the talent and technical advantages of pioneer parks and university science and technology incubation bases, and provide the backing of scientific and technological innovation for the "bigger and stronger" cultural industry.
(three) through diversified investment and financing, adjust the structure of cultural industry, and comprehensively integrate cultural resources. The goal of integration is to further liberate cultural productivity, tap the stock potential of state-owned cultural resources, and release the incremental power of private cultural capital. Give full play to the leverage of fiscal and taxation, increase the proportion of investment in cultural undertakings and cultural industries year by year, try to establish cultural industry funds, encourage private capital and foreign capital to flow to cultural industries, and form a diversified investment and financing system of cultural industries based on government funds guidance, enterprise investment, bank credit and private funds as the main body, supplemented by stock market financing and overseas funds, so as to make up for the huge capital gap in the leap-forward development of cultural industries. We will further break the single mode of state-arranged culture and gradually form a new cultural pattern with public ownership as the main body and government, society and individuals participating in various economic sectors, modes of operation, levels, channels and systems. According to the modern enterprise system, a number of large-scale cultural industry group companies with strong core competitiveness will be established to form a number of "cultural brands" with local characteristics.
(4) Insist on both management and operation, cultivate a benign and interactive cultural market environment, and lay a "highway" for the healthy development of the cultural industry. It is necessary to speed up the construction of cultural product market and factor market, liberalize market access, guide the circulation of cultural commodities and the rational and orderly flow of production factors through the survival of the fittest, eliminate market monopoly and market discrimination, and form a good situation of optimizing resource allocation according to market prices. In particular, it is necessary to speed up the construction of intermediary institutions in the cultural industry, vigorously train brokers in the performing arts market, develop brokerage companies, and establish a bidding system for project construction. Use modern marketing methods such as chain operation, logistics distribution, e-commerce and cinema system to reduce circulation links and improve the efficiency of capital use and the quality of enterprise operation. While prospering the cultural market, we should strengthen law enforcement and supervision, build a cultural market management information network system, crack down on piracy, effectively protect intellectual property rights, resist all kinds of commercial fraud, strengthen the investigation and rectification of illegal business activities and ban them according to law, eradicate the breeding ground of various social evils, and ensure the healthy prosperity of the cultural market.
(5) Based on the "compound" framework, the cultural industry personnel training project will be implemented to make human capital truly become the core capital of the cultural industry. Practice has proved that the increasingly fierce competition for talents will be the decisive factor to seize the commanding heights of the cultural industry in the future. At present, in addition to Shandong University and Qingdao Ocean University, there are cultural industry majors, and such majors in colleges and universities in the province are blank. There is a shortage of cultural capital operation talents, cultural brokerage agents, digital art software, online game development and media industry management talents to meet the needs of multi-industry integration in the province. Governments at all levels and cultural management departments should implement the cultural industry talent training project in a planned and step-by-step manner, focus on cultivating outstanding backbones of state-owned cultural industry units, and vigorously introduce management talents and scientific and technological innovation talents. We should not only cultivate outstanding cultural talents with both ability and political integrity, but also cultivate high-level compound talents in the cultural industry who are familiar with art, have a high sense of innovation and cultural taste, understand market operation, have a high management level and the ability to handle affairs according to law, so as to accumulate human capital for the sustainable development of the cultural industry.
(six) to study and establish a statistical index system and an investigation and accounting system for cultural industries, and to provide information support for the development of cultural industries. On the basis of the classification standards of culture and related industries, the comprehensive statistical department of the provincial government should closely cooperate with the statistical agencies of relevant departments to form a platform for the exchange of statistical information on cultural undertakings and cultural industries, and set up a statistical index system and an investigation and accounting system for cultural industries as soon as possible from the reality of Shandong. Carry out timely and accurate analysis and research on the statistical accounting data of cultural industry, and provide a basis for formulating the development plan of cultural industry and improving the scientific macro-decision-making of party and government leaders. It is suggested that cultural industry development indicators should be included in the administrative performance appraisal system. Due to the wide range of cultural industries, emerging industries emerge one after another, and it is difficult to make statistics. To complete the task of statistical monitoring, we must strengthen leadership and increase investment.
We are in an era of surging cultural innovation, and the cultural industry has sprung up suddenly, becoming the spiritual cornerstone and vitality source of building a well-off society at a higher level. The report of the 16th National Congress of the Communist Party of China pointed out: "The power of culture is deeply rooted in the vitality, creativity and cohesion of the nation." It is the goal and direction of the development of Shandong's cultural industry to call and stimulate the great power of culture and carry forward and cultivate the national spirit. We firmly believe that Qilu civilization will be brilliant in the vigorous development of cultural undertakings and the contention of a hundred schools of thought in cultural industries.