Tuo Zuhai: Promoting the development of cultural undertakings and strengthening cultural soft power

Recently, Tuo Zuhai, deputy director of the marketing Department of the Ministry of Culture, attended the forum and delivered a speech at the High-level forum of China's network cultural industry development. The orientation and the first identity of the network culture Enterprise is the cultural enterprise, must adhere to the socialist core value system as the guide, promote the cultural cause and the cultural industry development, strengthen the Chinese culture soft power important position. strengthen cultural management and promote the development of cultural undertakings Tuo Zuhai said: At present, the network has become an important social infrastructure, but also become a new cultural symbol, network culture has become an important part of the mainstream culture, become a force in the cultural industry. The Ministry of Culture published Research report that 2009 China's network culture market scale further expanded, online game market size of 25.8 billion yuan, an increase of 39.5%. We should also be aware that the construction of network culture and management work also faces many new problems and new tests.　　such as the supply of high-quality cultural products is not enough, illegal operation is still more common, the concept and means of supervision lag. In view of these problems Tuo Zuhai expressed the need to solve through comprehensive management: first, cultural enterprises should be the first identity of cultural enterprises, this positioning network culture enterprises must adhere to the socialist core value system as the guide, play the network as an important means of technological innovation industry upgrading, become the dissemination of socialist core values,　　promote the cultural undertakings and cultural industry development, strengthen the Chinese cultural soft power of the important position. Secondly, the government departments take the initiative to integrate the network culture enterprises into the system to manage and serve the network culture enterprises well. In recent years, the Ministry of Culture has directed a series of policies and regulations on network culture, conducted a number of training courses for network culture Enterprises, and compiled the training and assessment outline of the Network culture Management unit. To further study and implement the important speech spirit of President Hu Jintao in the 22nd time of the Politburo's general study, we should understand the orientation and function of culture with new perspective and New Idea, and guide the Enterprise to create high-quality, high level and high-grade cultural products. Adhere to the legal management, scientific management, effective administration, the formation of the Chinese characteristics of the network culture Development and management system mechanism.　　The internet has become a new way to spread the advanced culture of socialism, a new platform for public culture service, and a new space for people's healthy spiritual and cultural life. Finally, we should change the development mode of network culture as the focus, optimize the allocation of resources, innovate and develop Chinese culture in the integration of traditional cultural resources. Network culture enterprises have the advantages of technology, capital, market and management, and are good at innovation and rapid development.　　But there are obvious weaknesses, lack of accumulation of cultural resources, insufficient number of cultural talents, unreasonable structure, and traditional cultural enterprises and institutions on the contrary, how to make the two complementary advantages, this is not only the fundamental relationship between the development of network culture, but also the trend of the development of Chinese contemporary culture. Building Enterprise Communication Bridge showing the trend of network culture animation, game industry as a part of the cultural industry, has always been the Ministry of Culture and other relevant departments to pay attention to the content. In recent years with the development of the Internet, games,Animation industry has gradually become a national entertainment of a life experience.　　State-related leaders have pointed out: China's animation industry is in the critical period of development and expansion, to seriously implement the "cultural industry revitalization of the plan" put forward the request, increase the work, and constantly reform and innovation, promote the animation industry great development and prosperity. The annual network cultural event-China International Cultural Network Expo (hereinafter referred to as the Net Fair) is in a tense preparatory period, the major network culture enterprises want to show the corporate culture through this event. The head of the Network Expo Secretariat said: This year's network will be compared with previous years, regardless of scale or service have a great change. First of all, in response to the Ministry of Culture to promote the development of network culture responsibility, through the construction of enterprise Communication Bridge to promote the experience of communication between enterprises, technical communication, cultural communication to promote the promotion of network culture. Second, through the Network Expo Summit Forum and network-related forums to promote the integration of three networks, standardize enterprises, network games, web games, animation and other Internet industry cultural development trends.