What is cultural industry management? Cultural industry management, referred to as cultural management, belongs to management specialty and business administration [1]. This major was established in 2004 to meet the needs of the rapid development of China's cultural industry, with the goal of cultivating compound cultural industry talents with broad cultural vision and mastering modern industrial concepts and management skills. [2] Cultural management majors are awarded management degrees, and a few universities are awarded art degrees.
The major of cultural industry management covers a wide range and many courses, covering cultural tourism, radio, film and television, press and publication, cultural trade, cultural heritage, arts and crafts, advertising exhibition, cultural policy, sports and entertainment, mobile phone network, animation music, cultural brokerage and many other cultural industries. [2] Therefore, cultural industry management is a broad-based discipline, and individuals can choose their professional direction according to their own hobbies.
The major of cultural industry management mainly discusses the profit mode and mode of various industries and enterprises in comprehensive operation in the cultural industry. It is different from the major of cultural undertakings and cultural studies aimed at discussing the development and inheritance of culture, and also different from the major of cultural industry management aimed at cultivating artistic talents such as directors, screenwriters and music. These three cannot be confused.
Introduction to cultural industry management (cultural industry management or cultural industry management) belongs to management business administration according to the fourth edition of undergraduate professional catalogue, and the professional code is 1202 10[3].
The four-year undergraduate program is planned by the state, and some colleges and universities have affiliated majors. In addition, colleges and universities offer master's, doctoral and postdoctoral programs in this major.
After graduation, a bachelor's degree in management is generally awarded, and a few colleges and universities award a degree in art. The award of a master's degree or above depends on the training direction of colleges and universities.
History of Cultural Industry Management 1993, the first one in China? Cultural economy? Four-year undergraduate major, professional orientation? Cultural and artistic professional management? Established in Shanghai Jiaotong University, it marks that the theoretical research and discipline construction of cultural economics have entered the academic field and higher education field in China.
From June 5438 to October 2003, seven universities including Shandong University, Peking University, Tsinghua University and Shanghai Jiaotong University were jointly established and started? National joint conference on cultural industry research and discipline construction in colleges and universities? . During the meeting, it was agreed to take the lead in applying to the Ministry of Education for the establishment of a major in cultural industry management in colleges and universities, relying on the advantages of Shandong University in literature and history. [4]
In March 2004, the Ministry of Education issued the Notice on Publishing the List of Specialized Courses in Colleges and Universities Recorded or Approved by the Ministry of Education in 2003, which officially approved Shandong University, China Communication University (then Beijing Broadcasting Institute), China Ocean University and Yunnan University to set up cultural industry management majors and awarded them bachelor's degrees in management. This marks the formal establishment of the major of cultural industry management. [4]
At the beginning of the establishment of the major of cultural industry management, the professional code in the catalogue of undergraduate majors in colleges and universities of the Ministry of Education was 1 103 10S, which was a pilot major and belonged to the category of management-public management. 20 12 September, the Ministry of Education issued a new edition of the Catalogue of Undergraduate Majors in Colleges and Universities. The code of the new major of cultural industry management is 1202 10. From the pilot major to the formal major, it belongs to the category of management-business administration, and can be awarded a bachelor's degree in management or art.
The courses of cultural industry management can be roughly divided into six categories: [5]
(a) cultural foundation and cultural resources courses, such as an introduction to cultural resources, cultural communication, aesthetics, artistic foundation, religious culture, Chinese and foreign literature and art, China traditional art, applied folklore, etc. ;
(2) General management and cultural industry management courses such as introduction to cultural industry, introduction to management, cultural economics, cultural investment, cultural trade and cultural industry management. ;
(3) Cultural industry creativity and planning, cultural industry management cases, protection and development of humanistic natural heritage, media management, etc. ;
(4) Policy and regulation courses such as economic law, cultural regulations, intellectual property rights and cultural industries, comparison between Chinese and foreign cultural systems and industrial policies, and case analysis of cultural regulations;
(5) Language courses, such as specialized foreign languages and lectures on western culture;
(six) information technology and cultural industry, network design and management and other information technology application and management courses.
The training goal of cultural industry management talents is to cultivate compound, pioneering and innovative senior professionals with cultural vision throughout the ages, creative planning, public relations research, pioneering and innovative ability, high cultural and artistic accomplishment and aesthetic ability, and both cultural economy and management theory and practice ability. [6]
Cultural industry management and employment direction refers to all kinds of cultural business and management work of the party and government propaganda and cultural management departments and institutions, cultural institutions at all levels, various cultural enterprises and large-scale cultural multinational companies. [6] Management positions involve press and publication, music industry, animation games, film and television, arts and crafts, theme parks, advertising exhibitions, cultural tourism, cultural performances, sports and entertainment, mobile phone networks, education and training, cultural trade, cultural policies, cultural inheritance, cultural investment and many other cultural industries.
Before 20 14, some art colleges enrolled students majoring in cultural industry management art degree through art examination.
20 14 The Ministry of Education explicitly requires that the major of cultural industry management be a non-art major. If there are professional requirements in colleges and universities, candidates must be clearly informed of the professional examination subjects and admission requirements in the enrollment brochure, and the cultural score line of the college entrance examination for this major should not be lower than the minimum control score line of the batch where the non-art major is located. [7]
Some schools that originally enrolled art degrees in the field of cultural management have been revised and expressed as? Cultural industry management? , film and television director and other majors to enroll students, and the other part will no longer include this major in the enrollment scope of art examination, and enroll students according to the college entrance examination.
Principles of Cultural Industry Management From the emergence and development of China's cultural industry, we can see that we have begun to take shape, but there is still a considerable gap with developed countries. The reason is that the development of China's cultural industry started late, and a very important reason is that the management mode of China's cultural industry restricts the development of cultural industry.
Compared with other industries, the cultural industry has its particularity. Therefore, compared with other industries, the management of cultural industries should follow certain management principles, so as to achieve the ultimate goal.
First, implement the policy of developing advanced culture. In China, all production departments that stop producing cultural products and services are important positions for spreading advanced culture. Some people say it is a cultural industry, right? A double-edged sword? . In fact, everything has two sides, and the cultural industry is no exception. While opening up the cultural market and socializing the production and consumption of cultural products, social benefits may be sacrificed to pursue the greatest economic benefits. It may popularize a cultural style while mass producing cultural products to meet the needs of the public, thus suppressing and obliterating the free personality of heat. It not only integrates into the world cultural industry system and promotes cultural opening, but also opens the door for foreign cultures to impact national cultures. While introducing some excellent cultural and spiritual products, it may also bring some decadent and backward western values and lifestyles, which will bring some subtle negative effects on people's ideological concepts and work life. In the face of the mutual impact of various ideologies and cultures around the world, we should maintain a high degree of political vigilance and persist in using? Theory of Three Represents theory? The requirements of Tongling cultural industry construction, adhere to the direction of serving the people and socialism and the policy of letting a hundred flowers blossom and a hundred schools of thought contend, adhere to the guidance of Marxism-Leninism, Mao Zedong Thought and Deng Xiaoping Theory, base on the practice of reform, opening up and modernization, focus on the forefront of world scientific and cultural development, vigorously develop advanced culture, support healthy and beneficial culture, strive to transform cultural lag and resolutely resist decadent culture.
Second, the principle of combining social benefits with economic benefits, cultural industry is a special industry, which creates spiritual food for people and shapes healthy national cultural psychology. It is the duty and responsibility of the main body of cultural industry management to build a positive, healthy and optimistic socialist culture and carry forward the main theme of society. Cultural industry should not only better serve the people and socialism, but also improve economic benefits and strive to achieve the best combination of social and economic benefits. If the construction of culture is completely dominated by market rules, the pursuit of commercial profits will become the leading goal of cultural construction. Let economic factors dominate the whole process of culture from creation to dissemination, from policy formulation to ecological and regional planning, which will inevitably bring negative effects.
Thirdly, following the law of cultural industry's own development, implementing the principle of marketization, starting with the study of commodity, capital, labor and surplus value, it is clearly concluded that artistic creation is essentially a productive force. All cultural products, like material products, are composed of production and consumption, producers, products and consumers, and are all restricted by the relationship between productivity and production. At the same time, they are also driven and dominated by economic laws and values. The summary follows the laws of market culture and economy, fully considers the characteristics of cultural product production and cultural service, respects the law of its own development, and embodies the help, help and promotion to the development of the cultural industry itself. Hematopoiety? Function. As far as its industrial attributes are concerned, the cultural industry belongs to the category of economics. For its management, the most essential requirement is that its investors, operators and practitioners should go to the market and follow the laws of market operation.
Fourth, the guiding principles of different treatment of cultural industries are different, and their nature and tasks are also different. There are high pressure and low quality, and there are differences between operating and non-operating cultural industries. Cultural industry management should fully embody the principle of differentiated treatment and classified management. For example, for elegant culture, due to the weak market competitiveness, some are high-grade cultures, and some represent the cultural level of the country and the nation, so we should focus on supporting cultural industry policies. For mass culture, due to the strong market competitiveness, the cultural industry policy with high tax rate should be implemented. Internationally, cultural industries are generally divided into two categories: one is mass entertainment with strong public demand, and the production organization of such cultural industries generally emphasizes its profit-making purpose without overemphasizing its artistic value. Commercial operation of Xu Ya market mechanism to this kind of industry. The other is a non-profit cultural industry, which emphasizes artistic value. Theory and practice show that it is the artistic taste of cultural consumers that determines the demand of cultural industries. The artistic interest in cultural products and services is cumulative. People's appreciation of music and literature and the price they are willing to pay depend on their knowledge and understanding of this art, and this cultural interest should be acquired through education and experience. Therefore, elegant arts and public welfare cultural undertakings need a certain degree of government support. This is also the principle that China should follow when studying the management mode of cultural industry.
Fifth, people-oriented principle, the competition of cultural industry is actually the competition of talents. Talent is the key to the development of cultural industry. In order to produce high-level cultural products and produce better social and economic benefits, there must be a large number of high-level directors, directors, performing arts and professional producers and high-quality management talents. It is necessary to break the geographical boundaries between industries and countries, provinces and cities, and implement the free and reasonable flow of talents, exchanges and cooperation in full accordance with the production laws of cultural products. As soon as possible, we will change the existing system of cultural talent areas and units, and realize the socialization of talent resource management and the marketization of talent supply and demand. It is urgent to attach great importance to the cultivation and introduction of cultural industry talents. Governments at all levels should conscientiously implement the cultural talent project, constantly improve the talent incentive policy, study and formulate ways for cultural technology, creative achievements and other factors to participate in the distribution, fully mobilize the enthusiasm of all kinds of cultural people, and cultivate first-class master talents while producing excellent products. Accelerate the marketization of cultural talent resource allocation, encourage professionals to set up several pages of cultural industry management with outstanding contributions from teammates, and set up artistic creation and engineering and technical personnel incentive funds. We should vigorously cultivate and introduce cultural industry management, management and technical talents, especially cultural innovation talents and compound talents who are familiar with and master WTO rules and international practices. Colleges and universities should set up cultural management majors, cultivate and reserve talents, gradually form a strong lineup, and cultivate a group of outstanding cultural talents.