Study On Public Governance Of Network Cultural Industries

Network cultural industries, as a sunrise industry occupied an increasingly important position in the country’s economic development. At the same time, the issues coming from the development of network cultural industries had penetrated to the whole field. However, there were many problems in management practices and theoretical research of network cultural industries. How to supply effective management for the network cultural industry had become a global challenge for all over the world. Not only internet culture content flood, managers could not control; network security issues had risen sharply and led to the managers very hard to detect; also network lacked good faith, effective control was difficult to play. At the same time, the management of the network cultural industries faced Chinese-style plight: there was unsystematic and not in accordance with the law; also the system lag. In the theoretical level, the existing study explored the management from network culture, emphasized on countermeasures, lacking of fundamental theory; and it was lack of systematic research.To sum up, on the basis of previous studies, this article from an ecological perspective, through the use of qualitative research, induction and deduction, historical analysis and comparative analysis methods to comprehensive analyze the public governance of network cultural industries from an organic industry ecosystem., in order to clear the analysis logic and path for public governance of network cultural industries, the paper built a more systematic and comprehensive theory system for public governance of network cultural industries.Define the network cultural industries, which based on network technology and digital with cultural content production, circulation and the provision of network services and content. The network cultural products were virtual, personalized customization, as well as high-speed flows; also they had a strong functional, technical, as well as harmony. On the one hand, there were different classify patterns of the network cultural industries according to industry sources, industry function, industry nature, product type, industrial chain location, physical carrier as well as the life cycle of industry; On the other hand, network cultural industries structure included the core layer of eco-original network cultural industries, the middle layer of the integration between network cultural industries and traditional cultural industries, as well as the physical layer of network cultural industries.Various problems and management difficulties of network cultural industries indicated that traditional management thinking had not applied to the management mode of network cultural industries. And from the context of reality, on the basis of that, paper proposed network cultural industries facing an "industrial ecological crisis," that is, biodiversity crisis of network cultural industries, ecological structural imbalances crisis of network cultural industries, ecology security crisis of network cultural industries, eco-industrial pollution crisis of network cultural industries, ecological crisis and individual crisis of network cultural industries. On the basis of defining network cultural industry, the paper put forwarded a new viewpoint, namely re-understanding the network cultural industry, as an openly ecosystem of network cultural industry. And it made up of by subject elements and environmental factors for the industrial ecosystem of network cultural industries.Ecology security crisis of network cultural industries and management dilemma,indicated the management mode of network cultural industries should be shifted from the traditional "management" to "public governance". So the public governance of network cultural industries, namely to the network cultural industry as a object, to the government, enterprises, third parties and individuals as the main body ,through the use of administrative, legal, economic, self-discipline, and other means to maintain the network cultural market order, and standardize the activities of the network cultural industries, to meet the health development of network cultural industry, social spiritual civilization and cultural needs of the public. On the one hand, the public governance nature based on ecosystem of network cultural industry, namely dynamic, sustainability, efficiency and synergy. On the other hand, paper proposed public governance category based on ecosystem of network cultural industry.Finally, on the basis of the study, the paper built the public governance paradigm of network cultural industries ecological system: it was a governance system including core concepts of public governance paradigm , public governance structure, public governance mechanism。At first, the core concepts was a basis for public governance of network cultural industries:public attitude was logical starting point for public governance;classification was a inherent idea for public governance;checks and balances was the law for ecosystem of network cultural industry;interactive was realized the regulatory system and the construction at the same time;Second, public governance structure contained subject structure and environmental structure which promoted and regulated the development of network cultural industry was a key for governance. The subject structure of the public governance, namely the government, enterprises, a third-party organizations and the public; Environmental structure of public governance was system-environment innovation and technology-environment innovation; Finally, the paper discussed operation mechanism of public governance of network cultural industries, and build ecological governance chain of network cultural industries, including transverse choroid of governance chain, which emphasizing the role of government; vertical choroid of governance chain, which contained the upper stage, the middle stage and the lower stage of governance chain; ecological environment of governance chain, and governance chain crossed each other, formed a complete network structure model for ecological governance-chain which supplied a newly analysis for public governance of network cultural industries.