Targeted: Exploring the Road of High-quality Development of Digital Creative Industry

Digital creative industry is a new industry with cultural creative industry as its core and relying on digital technology to create, produce, spread and serve. From the perspective of factor input, the most important factor in the development of digital creative industry is human capital with innovative consciousness and creativity, which is different from traditional industries relying on material resources and energy. From the market characteristics, digital creative industry has non-rigid and uncertain demand, and highly personalized consumer experience is an important driving force for the development of digital creative industry. From the perspective of industrial development, the digital creative industry is highly dependent on culture. Cultural development can promote the prosperity and development of digital creative industry to a great extent, and the prosperity and development of digital creative industry will bring the richness and diversification of cultural products and services and promote the development and dissemination of culture. These characteristics determine that to promote the high-quality development of digital creative industries, we must adhere to market orientation, cultivate cultural roots, interact with related industries, and integrate development.

Empowering the digital creative industry with market forces and refining the creative elements in China culture. First, endow Chinese excellent traditional culture with the connotation of the times and promote its creative transformation and innovative development. China's excellent traditional culture contains many innovative elements. If we can dig deep and reconstruct its connotation with the characteristics of the times, we can open up a stable and broad domestic market and promote its effective spread among young people. For example, last year's popular animated film "Nezha" changed Nezha's simple rebellious character in myths and legends, endowed it with a new era connotation, aroused the emotions of young people, and achieved good communication effects and economic benefits. The second is to promote China culture to the world. Due to cultural differences, many cultural contents familiar to China people are difficult for overseas audiences to understand. This makes it more difficult for China culture to go overseas. To promote China culture to the world, we should face up to this cultural difference, communicate with foreign consumers in depth with a broader vision, listen to their cultural demands, learn from their cultural symbols and cultural resources, constantly enrich the symbols and contents of China culture, produce creative products and services with China characteristics and international standards, and create a "good voice of China" integrated into the "concerto" of world culture.

Promote the interactive empowerment between content industry and upstream and downstream industries, digital creative industry and surrounding industries, and build a strong digital creative industry chain. Digital creative industry chain not only covers cultural and creative industries, but also covers many upstream and downstream industries such as equipment manufacturing, technology research and development, design, production and operation of derivative products and services, finance, education and training, intellectual property protection, and radiates surrounding industries. To build a strong digital creative industry chain, we should promote the interactive empowerment of content industry and other industries in the digital creative industry chain, and build a "four beams and eight pillars" for the high-quality development of digital creative industry. Strengthen the technical research and development of digital audio-visual and equipment at all nodes in the industrial chain, the development of software and industrial Internet, the construction, promotion and application of Internet and mobile Internet, and 4G and even 5G communication networks, solve the most critical problems of human resources and capital investment and intellectual property protection in the development of the industrial chain, and stimulate the innovation vitality of enterprises in all links of the industrial chain.

Promote the interactive empowerment of digital creative industries and surrounding industries, and enhance the potential energy of industrial development. Inject digital technology and cultural and creative elements into traditional industries, empower peripheral industries such as business tourism and agriculture, promote brand creation, product innovation and personalized lean service consumption of traditional industries, enhance consumer experience, enhance consumer loyalty, stimulate new demands of consumers, promote transformation, upgrading and innovation of traditional industries, and incorporate some traditional industries into the digital creative industry chain. This will not only expand the market space of traditional industries and enhance their market value, but also reserve more potential for the high-quality development of digital creative industries.

(The author is a distinguished researcher at Changsha Base of Socialism with Chinese characteristics Theoretical System Research Center, Hunan Province.)

People's Daily (2020 065438+1October 65438+June 09)