[cultural industry] listen to experts, the development trend of the cultural industry in 2017

当日历掀开新的一页,进入2017年时,中国文化产业的发展也到了一个新时段。经过前几年的铺垫,文化产业在力量上有了新的积累,在模式上有了新的探索,在路径上有了新的方向,在思想了有了新的动员,正昂首阔步向国民经济支柱性产业的目标迈进。
尤其是随着“文化+”的渗透与融合,文化产业还将向着中国经济的深度和广度上持续发力,实力更强、格局更大、境界更高,文化产业不是“雷声大雨点小”,而将翻卷起时代的浪潮,澎湃而来。
具体说来,2017年中国文化产业会有哪些新的进步和变化?让我们一起梳理。
趋势
01
对优质IP的争夺更激烈
《锦绣未央》、《甄嬛传》等热播的电视剧都源自网络作品。网络IP改编为电视剧,成为中国文化产业的新动向,是各大影视公司掌握的“常规武器”。2009年只有一部网络文学改编为电视剧,2010年增加为4部,2015年攀升到25部。当网络文学的知名IP被各大公司瓜分一空后,新一轮IP之争又聚焦于动漫领域,可以预见2017年的IP之战将更白热化。
文化企业立足文化内容的生产,靠运营无形资产做大做强,因此,对IP的争夺和储备是必然的。特别是经过前几年的努力,一些文化产业的平台已搭建好,传播渠道已打通,运营模式也日渐清晰,“万事俱备只欠东风”,比任何时候都渴求好的内容,往往一个好的IP能“点石成金”,一个生动的创意就“满盘皆活”,实现全产业链的变现和增值。
对IP的争夺,实际上是对文化人才的争夺。因为我们从来不缺历史、不缺故事,缺的是创造和加工能力,缺的是那些会讲故事的创意人才。不仅文化产品需要有内容,能有引人入胜的故事和拨动人心的情感,放眼城乡建设也需要文化的滋养,从“记住乡愁”的深情呼唤,到保持特色的文脉传承,再到提高生活品质的幸福指数,都与文化深深地浸润在一起,需要IP品牌的放大,把文化资源变成文化产业。

黑龙江省漠河县质监局开展岁末年初全县特种设备安全大检查

因此,2017年特色村镇的推进中,文化产业和文化事业的界线将更加模糊,“你中有我,我中有你”。与其说是文化事业的投入,实际上也在为文化产业积累资本;与其说是文化产业的经济效益,实际上也有社会效益,为当地文化事业作贡献。值得一提的是,PPP运营模式在2016年完成启蒙后,2017年将进入实施阶段,民间投资可以顺利进入公共文化领域,进一步提高公共文化设施的使用效率,为文化小康积聚更多的产业力量。
趋势
02
文化金融合作呈现“马太效应”
目前,全国上市文化企业共209家,其中北京57家,占全国的三分之一,这样的成果得益于北京市“补贷投”投融资体系的建设,得益于北京市对骨干文化企业的持续培育。近年来,中国文化产业最大的进步就是致力于解决“轻资产”文化公司的投融资问题,政策和市场双向发力,让越来越多的文化企业享受到了金融的阳光雨露,创造了用金融力量做大做强的成功案例。

暴风参与设立新文化公司以VR技术进军文化旅游产业

允许在公司使用私人设备虽然使公司减少了投入,但会增加安全隐患。
一个案例胜过100个推销,一个行动胜过一打纲领。文化金融在实践中“磨合”和“妥协”,学会站在彼此的角度“换位思考”:文化企业不断学习,逐渐讲好“资本故事”,而金融机构则加强创新,为不同时期的文化企业量身定制金融产品。现在文化金融的问题,不再是“有没有”的问题,而是“会不会用”和“怎样用”的问题。2017年的文化金融将呈现“马太效应”,在资本市场长袖善舞的文化企业将越来越好,筹建分公司、拓展新业务游刃有余,善用金融资本来实现自己的文化梦想。比如光线传媒就在资本市场如鱼得水,仅在动漫领域就实现14次并购,打通了自己在影视领域的产业链。而那些不会运用金融工具的文化企业,难以驾驭资金本,不是犹豫观望、止步不前,就是为资金愁眉不展。
2016年国有文化企业迎来一个上市的“小高潮”,中国电影、广西广电网络、新华网等8家在资本市场“鸣锣”。2017年这些有资金武装的国有文化企业必将大举“开疆拓土”,进行全面战略布局,一方面提高国有文化企业的市场占有率,做强文化产业的“国家队”,另一方面也将履行国有文化企业的社会责任,在弘扬中国精神、传播中华文化、提高全民族精神文明素养方面更有作为。
趋势
03
数字创意产业引领新业态发展
VR、直播、网剧、弹幕等新业态2016年以“迅雷不及掩耳之势”,快速冲击文化消费市场,成为年轻人的消费新时尚。如此“野蛮生长”之势,在2017年必将得到规范和整治,让文化新业态在健康轨道上行进。同时也应看到,这些新业态,是创造力的源泉、是变革的力量,使文化产业从产品呈现到运营生态都发生了巨大变化,应该保护和珍惜蕴藏在民间草根中的创新活力。
变化是常态,唯一不变的是变化本身。传统文化企业也要顺应“互联网+”的新形势,不断增强自己的“内功”,提高竞争力,实现升级发展。2017年,对互联网的运用会让文化产业如虎添翼,带来新的惊喜和感动:电视业,通过研究消费者观看行为的变化,运用联网联机,实现电视大屏和手机小屏的完美联动,找到保持“开机率”的新理由;而演出和电影,将搭上互联网众筹的快车,营销新产品,积累粉丝,开发衍生产品,做长产业链;传统出版业在完成数字化设备改造后,将着力改造运营模式,嫁接互联网的运营理念,盘活资产,实现增值;传统文化资源的数字化,则让收藏在禁宫里的文物、陈列在广阔大地上的遗产、书写在古籍里的文字都“活”起来。
“社会上一旦有技术上的需要,则这种需要就会比十所大学更能把科学推向前进。”2016年数字创意产业被纳入《“十三五”国家战略性新兴产业发展规划》,与新一代信息技术、高端制造、生物、绿色低碳等产业一起,计划到2020年产值规模达到10万亿元级。2017年必然在“创新数字文化创意技术和装备”、“丰富数字文化创意内容和形式”、“提升创新设计水平”、“推进相关产业融合发展”等四个方面推进整体布局和明确发展路径。
可以预见,文化产业数据分析在2017年将有新的突破。文化产业从数量走向质量、从粗放走向精细的升级,将对大数据的发掘提出新的需求;而大数据的分析和使用,又将让长期陷于定性分析和模糊经验的文化产业,焕然一新,使文化产品的目标客户更精准,产品体验更人性化,文化企业管理更精细化,实现文化产业的提质增效。
趋势
04
文化消费提升生活品质
“2016年扩大文化消费试点工作逐步推进,第一批第一次26个试点城市因地施策,有效拓展了居民文化消费空间。”在刚刚结束的2017年全国文化厅局长会议上,文化部部长雒树刚介绍,今年国家文化消费试点工作将全面铺开,进一步引导城乡居民转变消费观念,推动文化消费总体规模持续增长,带动旅游、住宿、餐饮、电子商务等相关领域消费,发挥文化消费拉动经济增长的积极作用,又能夯实社会建设,不断满足群众精神文化需求。
旅游、文化、体育、健康、养老,五大“幸福产业”的发展方案在2016年摆放到了李克强总理的案头,在2017年更赋予了“双重责任”,既能拉动消费增长,促进消费升级,是拉动内需的新力量;也直指人心,提升中国公民的“幸福指数”,是提高群众生活品质的着力点。
应该看到,当前文化产业的发展还远远跟不上群众文化消费需求的个性化、多样化变化。不是群众没有消费能力,也不是市场没有消费需求,而是没有打动消费者的“爆款产品”。因此,一些有大量购买力支撑的消费需求,在国内得不到有效供给,消费者将大把钞票花费在出境购物和“海淘”购物上,造成“需求外溢”。
2017年要进一步扩大文化消费,还得从文化产业供给侧发力,一方面丰富文化产品的品种,不再局限于传统的读书看报看演出,而是将文化的产品和服务拓展到生活的方方面面、点点滴滴,扩大文化的覆盖面和附加值;另一方面,提高文化产品的品质,不断推出触及心灵、引发共鸣的“爆款产品”,随着对需求和消费者的深入研究,提高文化产品的吸引力和感染力,让文化产业惠及群众日常生活,为百姓带来更多获得感和幸福感。
趋势
05
想象力与执行力的“双轮驱动”
“跨界融合”从纸上走到地上,从概念走向产业,逐渐让人们看到了“创意”的价值。2017年“文化+”将融合到国民经济更广泛的领域,进一步放大文化产业的格局和境界:文化创意与第一产业融合,创意农业将帮助农村换新颜;文化创意与第二产业融合,使工业旅游和工业设计方兴未艾;文化创意与其他相关产业融合,让产品和服务更有温度和情感,更符合消费者多样化的精神文化需求;文化创意甚至还能助力扶贫工作,让贫困地区的“绿水青山”变成致富的“金山银山”。
其实,概念或创意的“想象力”只是第一步,文化企业的成功,还需要坚定持久的“执行力”。一些金融资本在考察文化企业后,尽管很认同其发展前景,却对执行团队和执行能力没有信心,也就不敢轻易投资了。他们认为文化企业家虽有情怀,但多是空谈;文化企业虽有抱负,但要量力而行;文化产业多是“轻资产”,但不能成为“泡沫资产”和“垃圾资产”。再美好的创意,没有执行,就是“一纸空文”;再宏大的愿望,没有执行,就是“空中楼阁”。虽然文化产业十分需要创意,但三流的点子加一流的执行力,永远比一流的点子加三流的执行力更好,这要求文化企业还要想象力与执行力的“双轮驱动”,脚踏实地去实现自己的目标。
归根结蒂,文化企业最核心的价值是练好“内功”,否则就是无源之水,就算有资金注入,最终也是泡沫。2017年文化企业要增强工匠精神,在文化领域精耕细作,做精、做深自己的产品和服务,提质增效,这是文化企业成长的立身之本,也是文化企业的人文情怀和社会责任所在,更是成就百年基业、弘扬中华文化的必由之路。
来源:文化产业新视界 张玉玲
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When the calendar opened a new page, into 2017, the development of China’s cultural industry has also reached a new period. After a few years ago to pave the way, the cultural industry has a new accumulation in strength, a new exploration on the mode, there is a new direction in the path, in the idea of a new story, moving to the pillar industry of national economy goal.
Especially with the culture of the penetration and integration, the cultural industry will also Chinese economy toward the depth and breadth of sustained force, the stronger, the pattern of larger, higher realm, the cultural industry is not small talk, which will be rolled up the tide of the times, surging to.
Specifically, what are the new changes and changes in China’s cultural industry in 2017? Let’s sort it out together.
trend
01
Competition for high quality IP is more intense
Beautiful Weiyang, The Legend of Zhen Huan and other hit TV series are derived from the network works. Network IP adapted for the TV series, a new trend in China’s cultural industry, is the major film and television companies to grasp the conventional weapons. In 2009 there was only one network literature adapted for the TV series, which increased to 4 in 2010 and climbed to the top of the list in the year of 25 in 2015. When the network literature of the well-known IP companies to carve out, a new round of the battle of IP and focus on the field of animation, can be expected in 2017 IP of the war more intense.
Cultural enterprises based on the production of cultural content, relying on the operation of intangible assets bigger and stronger, therefore, the competition for IP and reserves is inevitable. Especially after several years of efforts, some of the cultural industry has set up a good platform, communication channels have been opened, the operation model is clear, everything is money, for the good content than any time, often a good IP can be able to perform wonders a vivid creative lose all live , realize the whole industry chain and value realization.

机构预测2017年中国健康产业规模为4.9万亿

Competition for IP, in fact, is the competition for cultural talent. Because we have no shortage of history, no shortage of stories, lack of creativity and processing capacity, lack of those who will tell the story of creative talent. Not only needs the content of cultural products, can have a fascinating story and a heart of emotion, in urban and rural construction also needs cultural nourishment, from remember nostalgia affectionate call, to maintain the characteristics of the cultural heritage, and to improve the quality of life of the happiness index, and the infiltration of culture deeply together, amplifying IP the brand, the cultural resources into cultural industry.
Therefore, in 2017 the characteristic town in promoting the cultural industry and the cultural cause line will be more fuzzy, you have me, I have you. In fact, the investment of cultural undertakings, in fact, is also the accumulation of capital for the cultural industry; rather than the economic benefits of cultural industries, in fact, there are social benefits for local cultural undertakings to contribute. It is worth mentioning that the PPP operation completed in 2016 after the enlightenment, 2017 will enter the implementation phase, private investment can smoothly enter the public cultural field, further improve the efficiency of the use of public cultural facilities, cultural accumulation more well-off industry force.
trend
02
Cultural and financial cooperation presents Matthew effect
At present, the national cultural enterprises listed a total of 209, including 57 in Beijing, accounting for 1\/3 of the country, the construction of such a result from Beijing up the loan investment financing system, thanks to the Beijing city continued to cultivate on the backbone of cultural enterprises. In recent years, the greatest progress of cultural industry China is committed to solve the asset light culture of the company’s financing problem, two-way force policy and market, so that more and more cultural enterprises to enjoy the financial sunshine and rain, created the successful cases with strong financial strength and.
One case is better than 100 sales, one action is better than one. Financial culture in the practice of running and compromise, learn to stand on each other’s view of Empathy: the cultural enterprises continue to learn, gradually speak good capital story, while financial institutions to strengthen innovation, tailored financial products and cultural enterprises in different periods. Now the problem of cultural finance is no longer a problem, but will not use and how to use the problem. In 2017 the financial culture will show a Matthew effect in the capital market, resourceful cultural enterprises will be getting better and better, the construction branch, the new business development capability, the use of financial capital to achieve their dream culture. For example, light media in the capital market to achieve only 14 acquisitions in the field of animation, through their own in the field of film and television industry chain. And those who do not use financial tools of cultural enterprises, it is difficult to control the capital of this, not hesitate to wait, stop, that is, financial worries.
In 2016 the state-owned cultural enterprises listed usher in a small climax, China film, Guangxi radio and television networks, xinhuanet.com and other 8 in the capital market gong. In 2017 the capital of state-owned cultural enterprises will heavily armed kaijiangtuotu, carry out a comprehensive strategic layout, on the one hand to improve the culture of state-owned enterprises, the market share, to strengthen the cultural industry of the national team, on the other hand will also fulfill the culture of state-owned enterprises social responsibility in promoting Chinese spirit, spread Chinese culture, improve the whole national spiritual civilization accomplishment more as.
trend
03
The digital creative industry to guide the development of new formats
VR, broadcast, network drama, a barrage of new formats in 2016 with the suddenness of a thunderbolt, rapid impact on cultural consumption market, has become the new fashion consumption of young people. So barbaric growth trend in 2017 will be standardized and remediation, so that the new cultural formats in the healthy track. At the same time, we should also see that these new formats, is the source of creativity, is the power of change, the culture industry from product to present ecological operation have undergone tremendous changes, should protect and treasure hidden in the folk roots in innovation.
Change is the norm, the only constant is change itself. The new situation of traditional cultural enterprises should also conform to the Internet, continue to enhance their strength, improve competitiveness, realize the upgrading and development. In 2017, the Internet will make use of the cultural industry to bring new surprises and a tiger with wings added, moved by the television industry, viewing the change of consumer behavior through the research, the use of online network, to achieve the perfect linkage TV big screen and small screen mobile phone, find to keep the operation rate of new reason; and performances and movies, will take on raise public Internet Express, new product marketing, accumulation of fans, the development of derivative products, long industrial chain; the traditional publishing industry in the digital equipment after the transformation, will focus on the improvement of operation mode, grafting Internet concept of operations, inventory of assets, to achieve value-added; digital resources of traditional culture, then let the collection in the Forbidden Palace Cultural Relics on display in the vast land of heritage, writing in the ancient text are live.
Once there is a technical need in the society, this kind of demand will be more than ten universities can push forward science. In 2016 the digital creative industry into the 13th Five-Year national strategic emerging industry development plan , together with a new generation of information technology, biotechnology, high-end manufacturing, green low-carbon industries, plans to 2020 output value reached 10 trillion yuan level. In 2017 the inevitable innovative cultural and creative digital technology and equipment, rich digital cultural and creative content and form, innovation design level and promote industrial integration development in four aspects to promote the overall layout and clear development path.
It can be predicted that the cultural industry data analysis in 2017 will have a new breakthrough. The cultural industry from quantity to quality, from extensive to intensive upgrade, will explore on big data put forward new demand; and the analysis and use of big data, and will make a long qualitative analysis and fuzzy experience of cultural industry, cultural products to take on an altogether new aspect, the target customer is more accurate, more humanized product experience culture, enterprise management more refined, the quality and efficiency of the cultural industry.
trend
04
Cultural consumption to improve the quality of life
2016 to expand the pilot work to promote cultural consumption gradually, the first batch of 26 pilot cities for the implementation of the policy, effectively expanding the cultural consumption of residents. In just the end of the 2017 National Conference of director of the Department of culture, culture minister Luo Shugang introduction, the national cultural consumption pilot work will be in full swing this year, to further guide the concept of change of urban and rural residents’ consumption, and promote sustained growth of cultural consumption scale, promoting consumption, accommodation, catering, tourism, commerce and other related fields, play a positive role in cultural consumption the economic growth, and strengthening the social construction, to meet people’s spiritual and cultural needs.
Tourism, culture, sports, health, pension, the development plans of the five happiness industry put the prime minister Li Keqiang’s desk in 2016, in 2017 gave the dual responsibility, can stimulate consumption growth, promote the upgrading of consumption, is a new force in stimulating domestic demand; also Zhizhirenxin, enhance the Chinese citizens happiness index, is to improve the quality of life of the masses of the focal point.
It should be noted that the current development of the cultural industry is still far behind the needs of the mass cultural consumer demand for personalized, diversified changes. People do not have the ability to consume, it is not the market there is no consumer demand, but did not impress consumers’ explosive products. Therefore, there are a large number of purchasing power to support consumer demand in the country can not get effective supply, consumers will spend a lot of money in the outbound shopping and sea Amoy shopping, resulting in demand spillover.
网络安全公益短片中间人攻击防范
In 2017 to further expand cultural consumption, but also from the cultural industry supply side force, a rich cultural products, no longer confined to the traditional reading show, but the cultural products and services extended to all aspects of life, bit by bit, to expand the coverage of culture and value; on the other hand, to improve the cultural quality, constantly touches the mind, resonate burst of products , with in-depth study of consumer demand and the increase of cultural products attraction and appeal, let the masses culture industry to benefit the daily life, bring more gain and happiness for the people.
trend
05

The driving wheel of imagination and execution
Cross integration from the paper to the ground, from the concept to the industry, and gradually let people see the value of creativity. In 2017 the cultural will be integrated into the national economy more widely, to further enlarge the cultural industry pattern and level of cultural and creative industry convergence: first, creative agriculture will help the rural city; and second cultural and creative industrial integration, industrial tourism and industrial design is just unfolding and other related industries; cultural and creative integration, make more products and the service temperature and emotion, to satisfy the consumers’ diversified spiritual and cultural needs; cultural creativity can even help poverty alleviation in poor areas, so that the beautiful scenery become rich jinshanyinshan.
In fact, the concept or creative imagination is just the first step, the success of cultural enterprises, but also the need for a firm and lasting executive power. Some financial capital in the investigation of cultural enterprises, although very much agree with its prospects for development, but the implementation of the team and the ability to perform without confidence, it is not easy to invest. They think that cultural entrepreneurs have feelings, but many are empty; cultural enterprises have ambition, but to do; the cultural industry is asset light, but can not become a asset bubble and junk assets. Good idea, not implemented, is a mere scrap of paper ; then grand aspirations, no execution, is the castles in the air. Although the cultural industry is very creative, but the flow of the three ideas and the first-class implementation, is always better than the best ideas plus three flow better execution, the requirements of cultural enterprises also imagination and execution of the double wheel drive, down-to-earth to achieve their goals.
Get to the root of the problem, the core value of the enterprise culture is enhancing strength, otherwise it is a source of water, even if there is a capital injection, and ultimately bubble. 2017 cultural enterprises should enhance the artisan spirit, intensive and meticulous farming in the cultural field, doing fine, deep in their products and services, quality and efficiency, which is the foundation of the enterprise culture, enterprise culture is the humanity and social responsibility, is the achievement Centennial, carry forward the Chinese culture the only way which must be passed.
Source: new vision of the cultural industry Zhang Yuling
Sweep the concern of the public, WeChat

公司原老总泄露CPI数据获刑,很多人,包括老总们,实际上根本都不知道哪些数据需要保密,所以在加强等级保护的时候,不要只关注重要的信息系统,信息数据的分级概念更应该深入人心,而这些只能通过加强全民的安全认知培训来实现。

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