What is the connection between traditional culture and strong Internet?

The Internet is embracing traditional culture, which is being integrated into our contemporary life by means of spirit, fashion, life and market. The reason is that I feel that the mechanism of the Internet is deepening and its way out is changing. World-class companies like Alibaba have shown their unique strategic sensitivity and keen business sense of "no profit and no early". They are paying attention to China's traditional culture and folk culture, and their non-legacy development on this basis. Under the general trend of urbanization and entertainment, this small reversal integration can be said to be impressive.

1. Today, with the in-depth development of the Internet mechanism, people have never realized so profoundly that China's traditional cultural resources are the most unique and abundant national wealth of the Chinese nation and the most important strategic resources.

Under the new form of traditional culture and its industrial development, first of all, our traditional cultural resources are national wealth, which is the most important, unique and abundant national wealth of the Chinese nation. With the continuous advancement of economic globalization, the problem of value discovery of traditional cultural resources needs to be reactivated and excavated in a deeper and more systematic way, which is the foundation for the future survival and development of the Chinese nation.

Secondly, traditional cultural resources are strategic resources and the most important strategic resources of the Chinese nation. China's economy has been growing at a high speed for 30 years. First of all, it has contributed to the fundamental changes in the global economic and political structure; Second, from the perspective of factor input, cost and resource control efficiency, many aspects such as society, economy and environment have reached the limit state that must be changed. To change this situation, only two aspects need to be changed: first, the development mode must be changed, and second, new development fields and new development resources must be found. There are many discussions about new development methods. The problems of new development areas and new development resources are mainly the Internet, globalization and cultural industries under the framework of the Belt and Road strategy. Finding new sustainable development resources is the basis of realizing this transformation, and traditional cultural and artistic resources are the most valuable and efficient new development resources, and they are strategic resources under the new normal.

Third, traditional cultural resources are an important starting point and breakthrough for China culture to go global. Traditional culture, especially intangible cultural resources dominated by folk art, is an important strategic breakthrough for China culture to "go global" in the new development stage. Telling the story of China well with the most national content resources and more international and acceptable ways and means can be said to be an important choice to actively explore the resources and wisdom of China's cultural origin in the current "going out" strategy of China culture and establish the image of China with * * * knowledge and acceptable language. The utilization of intangible resources is an extremely important strategic breakthrough. It can be said that the Internet has further promoted and implemented the strategic position and role of traditional culture and its industry.

Second, the value of China's traditional cultural resources needs to be explored, because the Internet has provided us with a new platform.

The value of cultural resources is realized through discovery, cognition and structure. The discovery of cultural value has experienced the closed transactional discovery in the period of small-scale peasant economy, the regional discovery in the period of market economy, and the open * * * enjoyment discovery under the internet mechanism today. It has experienced the evolution from point to surface to three-dimensional discovery mechanism. It can be said that the Internet mechanism and its platform architecture provide the most efficient new platform for the value discovery of traditional cultural resources.

The reason why the value discovery of traditional cultural resources needs a new Internet platform is because cultural resources have their unique characteristics. This feature is reflected in the fact that traditional cultural resources are different from material resources, and in the non-standardized characteristics of resources and the reusability of the system. The non-standardization of resources makes it difficult to measure their value simply and needs to be discovered constantly; The systematic reusability of resources makes most resources more used, consumed and enriched. The more the connotation of resources is developed, the more systematic, in-depth, comprehensive and lasting the development, the greater its value. The value composition and discovery of traditional cultural resources are far different from the value composition and value cognition of existing industrial resources.

Internet mechanism and its platform architecture provide a new platform, perspective, ways and methods for the value discovery of traditional cultural resources in China, and can promote the maximization of the value of traditional cultural resources. It can be said that the Internet mechanism and its platform architecture are constantly becoming a booster for maximizing the value of traditional cultural resources, and are increasingly becoming the driving force for the new discovery of the value of traditional cultural resources.

Thirdly, "internet plus" and "culture+"make China traditional culture face new development forms and opportunities.

In the past, we repeatedly stressed that to understand "internet plus" as a mechanism and platform architecture, what it brings to traditional culture should focus on the following three aspects:

1. The Internet economy is developing rapidly, its scale and influence are increasing rapidly, and its share in the existing economic structure is increasing rapidly, which is the foundation.

2. The Internet is rapidly and powerfully changing the development format and trend of the existing industrial economy, which has spawned a large number of new formats. It can be said that the Internet has become a foundation for the development of new industrial economy, which is fundamental.

3. The Internet is a mechanism, which is changing people's life and lifestyle, and it is becoming an important mechanism for the allocation of social and economic resources. The existence of this mechanism determines that the Internet has a deeper change in social and economic development, which is the key.

Similarly, when we understand "culture+",we should pay attention to the following four aspects that it brings to the development of traditional culture:

1. The development of cultural resources and cultural industries has become an important part of modern economic development, and it is also the most active and competitive part.

2. Cultural resources, cultural creativity and cultural industry are the most integrated industrial elements we see at present. They not only merge to produce new formats, but more importantly, they have great potential for integration with traditional industries and strong industrial integration ability.

3. Cultural elements are increasingly becoming an important part of all kinds of consumption. It can even be said that cultural consumption or elements are leading the arrival of a new round of consumption changes. At the same time, cultural consumption has also become the main path and component of cultural communication.

4. "Culture+"makes the ecological survival problem of cultural pluralism and multipolarization rise to an industrial problem. From content production, industrial organization and system, communication and consumption, the pulling force of industrial development has become one of the important driving forces.

Through the above analysis of the connotations of "internet plus" and "Culture+",we can see that their existence is based on the rapid development of Internet economy and cultural industry. Emphasizing "internet plus" and "culture+"is firstly a mechanism, and secondly a platform architecture. Use the platform mechanism, integrate resources, cross-border integration, promote new formats, and rapidly enhance the ability of industrial integration and development. To this end, under this integration mechanism, in the process of the birth of traditional culture and its new format, we have explored a basic development framework orientation, which can be summarized in five sentences:

(1) The development of traditional culture and its industry must rely on scientific and technological progress, and it is necessary to vigorously develop traditional culture and its industrial technology, especially in the face of the integration of communication technology, Internet technology, information processing and management technology, and the innovation and development of new industries and new formats that may be brought about by the progress of big data, cloud services and mobile terminals.

(2) Traditional culture and its industries must develop a format that integrates with the financial industry, vigorously develop the financial industry of traditional culture, and constantly promote the process, level and ability of capitalization and financialization of traditional cultural resources.

(3) To develop traditional culture and its industries, we must lay a solid industrial foundation and strengthen the industrial support and service system. Without a stable market system and industrial subjects, and without industrial support service systems such as policies and talents on which traditional culture and its industries depend for survival and development, the development of traditional culture and its industries will become empty talk.

(D) The premise of the development of traditional culture and its industry is demand-oriented, and the core is to cultivate, tap and meet consumer demand, and cultivate and develop traditional consumption capacity.

(5) The development of traditional culture and its industry must have a cultural standpoint, and it is necessary to integrate resources and draw strength from two aspects: first, to return to traditional culture, especially to learn from folk art; The second is to face the world and have an international vision.

One thing we should understand is that although the cultural and industrial development of western developed countries has achieved great success today, it may not be our tomorrow; Similarly, today, if we want to go back to the ancients in culture, it must be a dead end.

Fourth, think about the main problems faced by traditional culture and its industrial development on the Internet mechanism and its platform architecture.

The first is to solve the problem of understanding. We should put the development of traditional culture on the internet mechanism and its platform structure, and understand the law of the development of traditional culture in a three-dimensional way. Don't confuse issues at different levels, let alone oppose them, especially cultural inheritance and cultural industries, cultural undertakings and cultural industries. At present, some problems, even misunderstandings, in the development of traditional culture and its industry are caused by a lack of understanding and uncertainty about the inherent laws and trends of traditional culture and its industry. It can be said that the understanding of traditional culture and the inherent laws of its industry has just begun.

Second, the social demand of traditional culture and its industry is huge, but the effective path and its choice ability are limited; Traditional culture and its industrial format are constantly developing, but the deepening progress is not fast and the industrial scale is insufficient. In recent years, although traditional culture and its industrial formats have developed rapidly, most of them are due to the weak industrial base, the scale of emerging industrial formats is generally small and the development potential is insufficient. First of all, the current development of traditional culture does not meet the requirements of the national cultural strategy, and the development of cultural finance is in urgent need of a major breakthrough; Secondly, compared with the huge credit assets of nearly 100 billion yuan or even the wealth management products of 20 trillion yuan, the development scale of traditional culture and its industry is not commensurate with the rapid economic development.

Third, the path dependence of traditional culture and its industrial development is serious, and the path deviation of traditional culture and its industrial development is obvious. Traditional culture and its industrial research and frontier practice are advancing from bottom to top, but they lack the support of system and policy innovation, and their exploration lags behind. On the one hand, path dependence is caused by the service inertia of the cultural system, but on the other hand, it is caused by the lack of ability to identify new path risks. At present, the so-called problem of wearing new shoes and taking the old road depends heavily on the path, which requires innovation in the market and industry, and more needs the support of systems and policies for innovation. We should not only attach importance to the support of government financial innovation, but also give full play to the role of market mechanism.

Fourth, strategic planning research and top-level design lag behind, convergence competition of development projects is widespread, and low-level redundant construction is serious. As far as cultural digitalization projects are concerned, due to the lack of unified planning, norms and standards, a large number of cultural digitalization projects (such as various intelligent libraries, museums, etc. What we are doing is basically an information island state. Once we want to access the cloud service platform in a unified way, almost all our large-scale projects in the past will have to be reinvented, resulting in waste and harm.

In addition, under the condition of Internet, it is very important to change the orientation of government functions, and the most crucial thing is to change from construction culture and management culture to service culture. The realization of this service should rely on the Internet to provide more platforms, ways and methods.

The Strategic Path of China Traditional Culture Development under the Integration Mechanism of "Market+Internet".

The development of the Internet is changing, perfecting and deepening the market mechanism, that is, under the impetus of the national policy effect, the Internet, cloud computing, big data, mobile payment and other information technologies are used in the cultural development and industrial fields, giving full play to the open, inclusive, simple and efficient characteristics of the Internet mechanism, giving full play to the leading position of the integrated mechanism of "market+Internet" in resource allocation, and realizing and finding the interface of the integration of new mechanisms, government will and public opinion.

First, give full play to the role of the Internet mechanism and its platform architecture, and at the same time deeply understand and grasp the inherent laws of the development of traditional culture and industrial value chain, and build a communication mechanism along the value chain of traditional culture development, including value construction, value discovery, value management, value realization and value transfer. It opens a window for the popularization of traditional culture, and also opens an important path for the popularization of intangible cultural heritage and the social aesthetic education of excellent intangible cultural heritage. Carrying out the concept that consumption is the best communication and learning. In the process of trading and consumption of traditional cultural products, it is also the process of cultural and artistic popularization and aesthetic education. Spreading in transactions, consuming in transactions, consuming and using in life and experiencing in use are the best wordless popularization and aesthetic education.

The second is to promote the process of capitalization, property right, financialization and securitization (popularization) of cultural resources with the integration, excavation, value discovery and value realization of resources as the main line. Its breakthrough lies in actively building a platform system based on the Internet mechanism and its platform, further connecting the financial and industrial support systems, integrating capital market resources, providing diversified products and services for the market, and meeting the increasingly different personalized needs under the Internet conditions.

The third is to promote industrial integration and innovation, the development of new formats, the improvement of industrial chain and global integration, that is, to allocate and integrate resources on the global platform by relying on the reshaping of industrial chain. The difficulty of this positioning lies in how to recognize and actively participate in the process of innovation and reconstruction of the international cultural industry system, seize the opportunity, find a correct positioning, and get rid of the low-end state in the international cultural industry chain competition. The breakthrough is the industrial pattern of localized creativity, production, circulation and consumption based on traditional cultural resources in the international context. In particular, around the value construction, we will carry out the construction of service platforms for the whole industry chain at different levels.

Fourth, highlight the "market+Internet" integration mechanism, and form new experiences, products and processes, new transaction forms, new industrial paths and new industrial forms based on the integration of new technologies. Traditional culture and its industry can be said to be the most extensive and active field of new technology integration and development in the future. The main difficulty is how to find the way and path of the integration of traditional culture and technology, especially on the basis of the integration of internet technology, communication technology and information processing and management technology, to form a new integration and new allocation of creative, production, circulation and consumption resources, and to enhance the industrial level and efficiency. There are two breakthroughs: one is based on the innovative development of traditional culture and its industrial technology, and the other is based on the new integration of traditional culture and its industrial technology with other industrial formats.