凯时尊龙·旗舰厅

Abstract: Digital publishing industry policy is an important factor in the development of digital industry. After nearly 10 years of exploration, China's digital publishing industry policy has formed phased features, cross-industry characteristics, policy superposition characteristics and regional characteristics. China's digital publishing industry policy around the digital publishing industry development policy, digital publishing industry structure and digital publishing industry organization policy 3 categories to build, including digital publishing industry technology policy, including 12 sub-categories of policy system, from the infant industry to support the anti- Monopoly competition has been involved, with a strong practical significance and a certain development vision.

Keywords: digital publishing; industrial policy; policy framework

Since the introduction of industrial policy in China since the 1980s, industrial policy has become an important means to guide the development of industry and establish a level playing field. China's digital publishing industry since 2006, industry statistics, for 10 consecutive years to more than 30% of the speed of development, industrial policy guidance and protection contributed. After 10 years of exploration, China's digital publishing industry policy system is basically formed for the development of digital publishing industry to build a good policy environment and industrial development ecology.

　　1.The Connotation of Digital Publishing Industry Policy
　　

With the current recognition, digital publishing is a new publication of traditional publishing or emerging publishing applications for digital technology, which refers to the use of digital technology production, digital channel communication and digital channels to receive all information and knowledge dissemination activities. Visible digital publishing activities at least across four industrial areas: First, the cultural industry, digital publishing is a press and publishing industry in a format, according to China's industrial classification method to press and publishing industry as a starting point back, press and publishing industry ranked among the cultural industries , In the cultural and related industries in our core position, that is, the digital publishing industry belongs to the cultural industry category; the second is the high-tech industry, digital publishing industry is digital technology, high-tech research and development and application, with obvious high-tech industry characteristics ; Third, the information industry, the purpose of digital publishing is to disseminate information and knowledge, is a kind of information dissemination and consumption activities, and therefore belong to the information industry category; Fourth, the software industry, digital publishing digital content production and presentation need to have software industry Of the intervention, such as the content of the production process and the terminal presentation content APP is a kind of software industry with the characteristics. The four industry characteristics form the characteristics of the cross-industry integration of digital publishing, thus increasing the complexity of the digital publishing industry policy system.

According to the "Several Opinions on Accelerating the Development of Digital Publishing Industry in China", China's digital publishing and industry are mainly 13 categories: e-books, digital newspapers, digital journals, network original literature, online education publications, network maps, digital music, Network animation, online games, database publications, publications (MMS, ring tones, cell phone newspapers, cell phone journals, cell phone novels, games), wired Internet, wireless networks and satellite networks. [1] digital publishing industry policy is in the digital publishing industry 13 categories and its surrounding industry on the basis of analysis, drawing on the definition of industrial policy at home and abroad, the digital publishing policy summarized as: digital publishing industry policy, refers to the national authority Departments to develop and organize the implementation of a series of policies aimed at encouraging, regulating and developing digital publishing and related industries. China's digital publishing policy has obvious cross-industry and integration characteristics, including but not limited to digital technology development, high-tech applications, content creation, product planning and software programming and other fields.

　　2 .China 's digital publishing policy system

　　At present, China's industrial policy classification has a three-point method and a quartile method. The three-point method refers to dividing the industrial policy into industrial development policy, industrial structure policy and industrial organization policy. The quartile method divides the industrial policy into industrial structure policy, industrial layout Policy, industrial technology policy [2] and industrial organization policy four [3]. Industrial development policy is the content of the industrial policy three-point method, which integrates the industrial layout and industrial technology policy, compared with the four-point method, the three-way system is more in line with the stage of development and timeliness, while the talent policy, tax policy , Tax policy into the trap, to avoid the difficulties of these policies difficult to classify. Combined with the characteristics of digital publishing industry, digital publishing industry policy can be divided into three categories of law, divided into digital publishing industry development policy, digital publishing industry structure policy and digital publishing industry organization policy, the relevant categories of content classification, can be extended to 12 Policy type, 20 policy items

　　2.1 Digital publishing industry development policy

Digital publishing industry development policy is national and local in order to promote the development of digital publishing industry, goal-oriented development of industrial policy. Including digital publishing technology policy, digital publishing layout policy, digital publishing investment and financing policy, digital publishing talent policy, digital publishing tax policy, digital publishing fiscal policy and digital publishing SME policy composition.

Specifically, digital publishing technology policy is a special policy to guide, promote and intervene in the development of digital publishing technology, with strong forward-looking and guidance. In the specific operation, mainly technical research and development and assistance, technological innovation incentives, technology introduction and technology development planning and other content, some of which are based on the emergence of specialized policies, and some are scattered in the relevant policy documents, such as the introduction of technology Policy, there are technical registration management approach, science and technology innovation policy among the policy in the study, we should pay attention to the string into a line, connecting into the surface.

Digital publishing layout policy is the national and local basis for national strategy and local resource endowments to make digital publishing industry spatial layout, China since 2009, has been in the country's important regional layout 14 countries digital publishing (industry) base is based on this consideration. On the one hand is focused on the construction of industrial clusters, the formation of industrial agglomeration effect, reduce the inefficient consumption of resources and save the operating costs; on the other hand, through the accumulation of industrial chain, the formation of the industry's overall influence. The development of the digital publishing industry is not high in spatial dependence. From the perspective of spatial layout, the spatial layout of the country from the macroscopic level is the layout of the country, the strategy of adopting the line string in a small area. This strategy is reflected in the local development of industrial planning, mainly to guide "what" and "do not do", should not make "where to do" the specific point. At the micro level, different enterprises are based on the basis of the enterprise, to make the appropriate development plan, to dock and respond to macro and medium level of industrial layout strategy.　　

Digital publishing investment and financing policy refers to the digital publishing industry to industrial financing for industrial development policy, mainly the digital publishing industry financing behavior: First, to financial institutions, financial institutions to design the corresponding products, or the introduction of appropriate policies; Second, the government set up a financing platform, or the establishment of the corresponding funds, such as Chongqing City, the introduction of a special cultural and financial policies, the establishment of a cultural guarantee company, or cultural investment funds; third is the entry of foreign capital, including in ensuring national culture Safe under the premise of how to protect the legitimate rights and interests of investors and so on. In 2005, the State Council issued "a number of decisions on non-public capital to enter the cultural industry", clear that non-public capital can enter the animation and online games [4], in recent years, foreign capital through direct intervention in technology, curve into the digital publishing industry, And in this context, some developed areas of digital publishing industry to try the special management unit policy, is to explore ways to ensure that the two benefits.

Digital publishing talent policy is to ensure the development of digital publishing necessary for the development of the necessary driving force for the development of talent development, personnel training and stability of personnel policy, in the introduction of talent, emphasis on giving generous treatment for the digital publishing industry practitioners Innovation and entrepreneurship and scientific research to create a good environment, such as to settle down, to solve family employment, children enrollment, supporting scientific research start funding, and even the establishment of personal research, and so on. Talent training is focused on the sustainable development of talent, the implementation of targeted training training, assignment, paid visits, etc., aimed at improving the knowledge structure of digital publishing talent, grasp the industry frontier, keep up with the technical development goals; Stable talent team is more to consider the growth path of talent, promotion space, and according to different levels of talent needs, design the corresponding counterpart policy.　

Digital publishing industry tax policy refers to the state to encourage the development of digital publishing industry, according to the corresponding policy, made on the digital publishing tax reduction, exemption and levy of the policy. China's tax system, the digital publishing industry tax policy by the state tax and local tax two parts, the state from the macro level to make the deployment of the digital publishing industry in the development of value-added tax to give concessions, and local government concessions greater efforts , Mostly to cultivate tax sources, the digital publishing and related industries to give tax cuts and tax exemptions. Tax incentives not only apply to the industrial products themselves, but also extends to the talent, such as Chongqing and other places on the use of corporate executives to offset the specific cost of the cost of income items, thus increasing the digital publishing industry executives a tax threshold. It should be noted that tax incentives are increasingly weakened, which is based on the needs of social fair competition, but also compressed into a tax haven "migratory" business survival space.

Digital publishing financial policy refers to the national and local fiscal policy on the digital publishing industry, including the establishment of special funds funded by the financial, the domain of digital publishing companies through the declaration of access to financial investment in digital publishing projects funded; and the government priority to purchase the domain Digital publishing enterprise products. As the tax is an important part of fiscal revenue, so the industrial policy research, often with the tax policy together called the fiscal and taxation policy, this sub-law is based on the combination of policy considerations, digital publishing policy system to explore, It should be separated, as an independent industrial policy can be conducive to effectively promote the formation and improvement of the policy system.

Digital publishing small and medium-sized enterprise policy, in some industrial policy classification, will be classified as part of industrial organization policy, this classification is more classic, in the digital publishing industry policy, should be part of the industrial development policy, because this Industrial policy more embodies the government on the digital publishing industry support and nurturing means, is conducive to the growth of digital publishing initiatives. Digital publishing Small and medium-sized enterprise policy is mainly for digital technology-based emerging publishing enterprises, as well as small and medium-sized publishing units to support the policy. China's digital publishing industry and the traditional publishing industry, with scattered small features, there is no real sense of the leadership. As a result, SME policies have become the main policy measures supported by the current digital publishing industry. Different regions have different practices, such as Beijing on the clear requirements, in government procurement, under the same conditions to the local small and medium enterprises tilt; Chongqing clear micro-business registration verification, you can get 50,000 to 100,000 yuan range Support funds, at the same time, small and micro enterprises to declare patents or copyright, the relevant costs borne by the local financial, and give a certain amount of incentives.　　

2.2 Digital publishing industry structure policy

　　Digital publishing industry structure policy refers to the State Council and the relevant state ministries or local governments on the national or regional digital publishing industry status and development trend after the decision to make a digital publishing industry development guidelines. In particular, China's digital publishing industry structure policy is aimed at digital technology applied to the press and publishing industry, the impact of China's publishing industry and the dissemination of the environment, the state and local initiative to adapt to this new environment, the restructuring of China's press and publication industry, To the digital communication and integration of the strategic focus of the transfer, re-planning press and publication industry within the different media accounted for the proportion of the whole industry. For example, in the next five years, China's press and publishing industry to upgrade, the traditional 80% of the content to be digital [5], are from the industrial structure focus. From the nature point of view, is also a guiding policy. Digital publishing industry structure policies include digital publishing leading industry selection policy, digital publishing strategy industrial policy and digital publishing industry support policy.

　　Digital publishing Leading industry selection policy is a guideline for the development orientation of national and local future digital publishing industry. It is a strategic arrangement to clarify the key areas for the development of the digital publishing industry. China's digital publishing industry-led industry, first, digital content construction, from the "Eleventh Five-Year" period to the "thirteen" industrial planning deployment, to the State Council documents emphasize the importance of digital content construction. The digital content construction is from the public digital culture construction, minority culture digital publishing, education digital publishing, compound publishing and other fields. Tianjin focuses on the development of digital content, taking into account technological innovation; Shanghai focus on the development of network animation industry, taking into account the digital publishing talent training; Tianjin is focused on cloud computing, digital publishing industry for the country to provide data exchange space; Chongqing is the development of digital Content industry at the same time, focusing on the development of digital education publishing industry, the region in order to achieve spatial segmentation and industrial cooperation, but also give full play to the efficiency of the region's resources.

　　Digital publishing strategic industrial policy refers to the regional digital publishing industry in the development of strategic areas, through the government will determine and vigorously promote the strategic industry is more considered the digital publishing industry's leading industry, on the one hand is the digital publishing Industrial development of the sequential arrangement, on the other hand is the digital publishing industry in the long-term pillar industry arrangements. China's digital publishing industry strategic industry, one digital content construction, the content industry is the development focus; the second is technology research and development, from the composite publishing to collaborative compilation; third is the standard construction, nearly 10 years issued dozens of various types of standards. Chongqing is more efforts to promote the integration of content characters FRID technology, and promote the drafting of the national standard, simultaneously promote the digital content industry, focusing on building education and historical literature database; Tianjin is the same time, Beijing more technical innovation on the national digital publishing leading role; In the fast computing and cloud computing technology focused on the deployment, trying to make a breakthrough.

　　The digital publishing support policy refers to the measures that are directly supported by the digital publishing industry, which are established in different regions for the actual situation in the region under the new situation of press publishing. Compared with the strategic industry, digital publishing industry support policy is more will be on the weak industry, emphasizing the policy for the new business and small micro-business growth to create a good environment for development, mainly from the financial fund investment, tax, talent to attract more Aspects of common force. Such as Shanghai took the lead in digital publishing as industrial and commercial registration of the industry to register, Chongqing for the digital publishing industry to provide rent to pay back, to reduce operating costs.

　　2.3 Digital publishing industry organization policy

　　The digital publishing industry organization policy is the policy measures that the government encourages or restricts the digital publishing institutions in the region to realize the development goal of the digital publishing industry. Mainly composed of digital publishing antitrust and anti-unfair competition policy and digital publishing public regulation policy.

Digital publishing antitrust and unfair competition policy is a combination of two types of policy, the former is to avoid a digital publishing companies in the monopoly of the market, and the implementation of other enterprises and consumers unfavorable, affecting the market fair competition strategy; the latter is to adjust the Measures of orderly competition among market players. Due to the special properties of China's publishing industry, and after nearly 10 years of reform, the digital publishing industry market structure is basically formed, some areas of the competitive situation is basically present, but there is no special anti-monopoly and unfair competition policy, Operation, the use of the country on the anti-monopoly and unfair competition policy. At this stage, China's digital publishing policy should emphasize the support of large-scale digital publishing group, thus forming the market leadership and leadership.

　　The so-called digital publishing public regulation policy, national and local government restrictions on the administrative and economic fields of digital publishing companies, the current digital publishing industry in the domestic are emerging areas, there is no special digital publishing regulations, is the reference to the Internet publishing Enterprise standards, the economic standard is to invest more than 1 million yuan, administrative regulation is more than three published professional and technical personnel, including legal person or person in charge must have the press and publication of intermediate technical titles. All localities have not made the appropriate local regulations, are reviewed according to this standard and reported to the State Press and Publication Bureau of Radio and Television approved the record. In the context of decentralized and negative lists, public regulation will be less and less, thus reducing the threshold for participation in the digital publishing industry.　　

3  Conclusion

　　Nearly 10 years of exploration and improvement of China's digital publishing industry policy system is basically formed, while the central policy and local policy benign interaction, the development of the industry play a good role in promoting. Overall, the central policy focus on industry direction guidance, local policy focus on practical and effective. At the same time, the development of digital publishing industry, but also can fully use the national and local and industry-related public policy benefits, thus forming a digital publishing industry as a main policy, the relevant industrial policy-based, public policy, supplemented Industrial policy system. This system will be further refined and enriched in the future. The future of China's digital publishing industry policy is rich and perfect focus on technology development, foreign trade, market equity, equity incentives, to promote the mixed system, special management unit to promote and so on, so as to avoid market failure, adjust market relations, Resource al, enhance the industrial influence and industrial strength, and promote the healthy development of industrial health purposes.

References

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　　Source: number of dry goods