Research on Development Mechanism and Model of Shanghai Digital Content Industry Based on the Integration of Three Networks 1

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1 Research on Development Mechansm and Model of Shangha Dgtal Content Industry Based on the Integraton of Three Networks 1 Sheng Lu L Tao Shaofeng Lan School of Management Shangha Unversty of Engneerng Scence Shangha Abstract Based on the analyss of the present stuaton of Shangha dgtal content ndustry, the demand analyss for dgtal content ndustry s demonstrated based on the ntegraton of three networks. Then the growth mechansm of dgtal content ndustry chan s further explored based on ndustral economcs, theory of ndustry chan. Fnally, the present stuaton and problems n the development of Shangha dgtal content ndustry are analyzed, suggestons and measures for the future development of the dgtal content ndustry are proposed. Keywords: The Integraton of Three Networks; Dgtal Content Industry; Cobweb Model; Industry Cluster; Investment and Fnancng System 2 1. Introducton Snce the md-1990s, global nformatzaton s undergong profound changes, applcaton servces has beng gven more prorty than technology nnovaton, ndustry competton advantages don t rely on master of newest nformaton technologes and system software, but applcaton of technology nto socety,economc and lfe. Under ths condton, the dgtal content ndustry whch n hgh development and total health, satsfyng demand of human sprt culture, representng development orentaton of future technology has become a hot topc. There are some advantages and dsadvantages n shangha dgtal content ndustry. So t s ndspensble to establsh correspondng theory system to nstruct the constructon and development, theory research n ths sphere s defcent, especally, research on how to change lnear and unopen development pattern, reconstruct organzatonal nteracton content flow stll remans vacant based on three networks. Vewng through the development stuaton, seres of barrers concerned wth dgtal content product wll vansh, and shangha dgtal content ndustry wll face more ferce market competveness wth the open polcy, t can t wn the foregn mass meda mogul no matter n sze, fund, human captal and management, but also product quantty and qualty.doctrnal nvestgaton and nqury should be done on growth theory and development mode to survve and develop n the new compettve envronment. Then development mode should be constructed to make t has a place n the world dgtal content ndustry competton. 2. Development Stuaton of Shangha Dgtal Content Industry 2.1 From Perspectve of Scale, Industry Scale has ncreased Year by Year but Growth Rate tends to be Stable n Recent Years Shangha dgtal content ndustry output value became larger and larger from 2004, attaned 544bllon $ n2010,whch has 2000 medum-szed and small enterprses as an mportant base of chna and even Asan-Pacfc area. 1 Ths work s supported by the Natonal Natural Scence Foundaton of Chna(NO ) 111

2 Center for Promotng Ideas, USA The speed of growth ncreased year by year from 2008, and year stable growth rate s around 38%, whch ndcates shangha dgtal content ndustry has become an mportant stably ncreasng economy-support ndustry, as fgure 1 shows Fg Shangha Dgtal Content Industry Scale and Growth Rate 2.2 From Perspectve of Industry Structure, Dgtal Anmaton, Dgtal Audo-Vsual, Dgtal Learnng, Dgtal Publshng Occuped Relatvely Small Part Shangha dgtal content ndustry structure prelmnary was formed by a pattern n whch onlne games, moble content and other network servces s gven prorty to, dgtal learnng, dgtal anmaton, dgtal publshng and dgtal audo-vsual wns rapd development. The dstrbuton of ndustral structure s shown n fgure 2: Fg The Structure Dstrbuton of Shangha Dgtal Content Industry It can be seen from the fgure 2 that the network game, moble content, and other network servces occuped 75% of the Shangha dgtal content ndustry, and dgtal anmaton, dgtal publshng, dgtal audo-vsual, dgtal learnng occuped only 25%, but has the huge development potental. Wth the development of global economy and acceleraton of the optmzaton structure, mportance and proporton of anmaton ndustry n the world culture strategy and the economc structure ascends year by year. Chna put forward that share of anmaton ndustry must be at least 1% of GDP n 5 to 10 years. Shangha s the brthplace of Chnese dgtal anmaton, wth geographcal and human resources advantages, Shangha anmaton has huge development space. Four backbone project constructons whch consst of Shangha book content repostory, dgtal lbrares, the hghqualty perodcal dgtal platform and dgtal copyrght tradng platform have already started. These good nfrastructure and regulatons constructon has set up a platform for the rapd development of Shangha dgtal publshng ndustry. Shangha dgtal audo-vsual ndustry (ncludes dgtal musc and vdeo sharng and VOD) emerged, developed very quckly n recent years. Among them, 13 enterprses have the Internet audo-vsual lcense, ncludng tudou, PPlve and PPS vdeo as the country's leadng onlne vdeo sharng and on demand enterprses. Wth tudou lsted n the Unted States, a new upsurge n the development of dgtal audo and vdeo n Shangha wll nevtably emerge. 112

3 2.3 From Perspectve of Industral Agglomeraton, a Prelmnary Scale Effect, but Have Not Form a Brand Effect In recent years, Shangha dgtal content ndustry park bass have been bult through overall plan, ratonal layout, dslocaton development, complementary advantages, then ndustral pattern s gradually formed n whch core and extend area develop complementarly. And ndustral agglomeraton effect has been formed by Parks whch attracted many multnatonal enterprses, famous enterprses and nformaton servces enterprses wth good hard and soft envronment, whch n turn becomes the mpetus of ndustry development. At present t bascally has: Zhangjang natonal dgtal publshng base, hongkou "TMT" jont dgtal content ndustral park, zhabe Shangha multmeda valley, xuhu dgtal entertanment ndustry base, changnng multmeda ndustral park, mn hang zzhu scence park,,putuo heaven and earth network dgtal content ndustry base and baoshan Shangha anmaton dervatves ndustral park. These parks have formed a large scale effect and good development prospects. But there are stll a large gap compared wth Bejng zhongguancun, hangzhou anmaton Industry Park and other famous brands n dgtal ndustry base, so popularty s stll needed to cultvate and mprove, then bengn nteracton between the ndustral agglomeraton and crculaton should be promoted. 2.3 From Perspectve of Industry Share n the Country, the Proporton Declnes Year by Year, Competton Pressure s Becomng Bgger And Bgger Shangha network game (moble game excluded) average annual compound growth rate s 25% from 2005 to 2010, the revenues wll reach 14.4 bllon yuan n 2010, accounts for 26.5% of the Shangha dgtal content ndustry, but the natonal share declnes year by year. network game ndustry scale and growth rate from 2004 to 2010 as shown n fgure 3, Fg Shangha Network Game Industry Scale and Growth Shangha anmaton producton once occuped most share of Chnese anmaton producton. But caught up by other domestc compettors n recent years, Proporton of Shangha anmaton nsttutons s declnng and less than Guangdong, Zhejang, Jangsu provnces. At present, Shangha has more than 200 anmaton companes n dfferent sze and capacty, but ts scale share falls compared wth the hgh-speed development of the natonal anmaton body. As shown n fgure 4: 113

4 Center for Promotng Ideas, USA Fg Dgtal Anmaton Market Share Proporton of the Country In addton, several major domestc network servce corporate headquarters are located n Bejng, such as Sna, Sohu, Chnese, etc. There are no leadng enterprses located n Shangha, whch s not consstent wth Shangha 'natonal economy status Overall, In terms of structure, the network game, moble content, and other network servces s larger, but the development speed s slow, dgtal anmaton, dgtal publshng, dgtal audo-vsual, dgtal learnng s small, but development speed s relatvely fast; the natonal share of Shangha dgtal content ndustry decreased year by year, more and more competton pressure comes from other brother provnces and ctes. 3. Dgtal Content Industry Needs Analyss Based on Three Networks Integraton Three networks ntegraton has brought bg busness for the dgtal content ndustry, meanwhle produces new demand n many lnks such as dgtal content producton, trade, transport, techncal support, servce support, manly concentrated n the followng aspects. The scale of Internet users, moble Internet users, cable TV user scale contnues to expand as shown n fgure 5, ,Shangha Internet scale, due to the accelerated popularzaton of 3 g, stll have contnued ascenson space. Fg. 5, Scale of Shangha Internet Users Dgtal Content Products System Needs Cross-Network and Cross-Screen Integraton Entre contents of the dstrbuton system has changed, movng from a sngle termnal, an ndependent network, the network termnal toward separatng content based on three networks ntegraton system, ntegraton of content dstrbuton has changed. As 2009 Blockbuster launched a three-screen ntegraton busness, Dragon TV launched the three-screen ntegraton program "Orental Room Lve." n 2010 Urgent Need to Improve the Content Marketng Servce System In face of a new content nscrpton, t needs to establsh and perfect the content of new servce system, expand the connotaton of content servces, and should hghlght localzaton, personalzed marketng, combne wth the characterstcs of the dfferent needs of users around and provde more targeted content servces Three Networks Integraton wll Promote Industral Innovaton Three networks ntegraton s reconstructng tradtonal ndustry chan, representatve ntegraton busness ndustry chan are formed by the content provder, content (servces), nformaton servce provders, network operators (transmsson), termnal manufacturers and users. 114

5 Three networks ntegraton reengneers tradtonal mpact on new dgtal content ndustry whch means benefts adjustment between subjects n each lnk, such as more hghlght on provder status n the new ndustry chan servce Content Bankng System of the "Central Ktchen + Buffet" Should Be Bult Rado, televson and the Internet wll co-exst and ntegrate n the content level. "Central ktchen" provded by rado and televson lke a bank's VIP clents whch network operators can establsh cooperatve relatons wth and obtan greater benefts wth the mutual explotaton. "Buffet" provded by varous socal content resources lke retals, rado and televson should effectvely organze and regulate, sort and dstrbute them to form a huge bank of "content", so as to establsh a new ntegrated content archtectural patterns. 4. Theoretcal Analyss of the Development and Growth Mechansms n the Dgtal Content Industry Chan Although the ndustral chan theory has become more mature and perfect, but related theory of dgtal content ndustry chan has not yet been bult, especally, the growth dynamcs,mechansm and the related theory of growth model has not yet been descrbed based on Three networks ntegraton. Therefore, ths secton wll explore the basc rule of dgtal content ndustry chan growth, amng at provdng theoretcal gudance for the growth practce of the Shangha dgtal content ndustry chan. 4.1 Dynamc Mechansm Model Analyss of Dgtal Content Industry Chan Dgtal content ndustry chan formaton has nherent mechansm and process of development and evoluton. Product, nformaton, value, technology and knowledge chans are embedded n the retcular formaton of the ndustral chan, as shown n fgure 6. In order to smplfy Problems, ths artcle only explores the growth prncple from perspectve of ndustry chan structure n three aspects, there are ndustral added value, degree of labor dvson and transacton level. Fg.6 Dynamc Mechansm Model of Dgtal Content Industry Chan The Industral Added Value, the Bass of Formaton and Development of Dgtal Content Industry Chan Mchael Porter's value chan theory elaborated that operaton of enterprses s the process of value added chan. So the value-added s the bass of the formaton and development. For the ndustral chan, the nherent value requrement s: productvty sum of nternal productvty and producton effcency (collaboraton multpler effect). Meanwhle, the transacton costs sum of the nternal transacton costs between enterprses. Expressed n mathematcal model as follows (network effects of dvson) n f g( x) 1 and n j 1 H C( x) f (x) Here, denotes the -th producton effcency, g(x) H (x) denotes the productvty of the ndustral chan, denot es the -th transacton cost, C(x) denotes sum of the nternal transacton costs between enterprses. 115

6 Center for Promotng Ideas, USA Sngle enterprse producton effcency s restrcted by ts scale and scope economy effect: f M f N M N denotes the scale economy effect and scope economy effect of I enterprse respectvely. Dgtal content ndustry chan can be dvded nto three specfc basc value chans. Among them, basc value chan s the value generaton process n whch products move from the producton, transacton, fnally reaches the customer through consumpton, value-added ablty were produced n three man lnks :producton, trade and consumpton. Auxlary value chan s supply of product dea, equpment.r&d techncal support of dgtal content producton, and ts functon s to mprove effcency and capacty; whle Extended value chan s valueadded part brought by new products whch are formed by a certan lnk capacty expanson or deep development of dgtal content products' added value, and value-added space s generally bgger. The Deepenng Dvson of Labor - The Suffcent Condton of Dgtal Content Industry Chan' Formaton and Contnuous Development Wth technology progress and market scale expanson, enterprse's vertcal separaton, outsourcng of ntermedate product and servce began to appear, meanwhle, producton of sngle enterprse s not only restrcted by capabltes, but also upstream and downstream enterprses. Therefore, wth the deepenng and the evoluton of dvson n ndustry, the relatonshp between enterprses also contnue to evolve, they cooperate wth and complement each other, also compete wth and restrct each other, n ths way the prototype of the ndustral chan s revealed. As a result, formaton and development of dgtal content ndustry chan s also based on the deepenng of specalzaton, a multtude of enterprses must consttute nterconnecton and nterdependence between each other, so as to enhance the coordnaton, cooperaton and producton crcutous degree. The specalzed degree of each lnk s deepenng, crcutous producton chan contnuously extended, produce the endogenous mechansm of ncreasng returns, fnally growth of dgtal content ndustry chan s realzed through postve feedback loops. Reducton of Transacton Cost-The Necessary Condton of Dgtal Content Industry' Formaton and Contnuous Development From the perspectve of reducng transacton costs, "the enterprse s an alternatve of prce mechansm, enterprse and market can be replaceable means of coordnated producton ", and " enterprse substtuton of the market s only replacng product market wth factor market ", when economc actvty only exsts n dgtal content companes, market, mddle organzaton forms that s between enterprses and market,then choosng what knd of organzaton form as approprate nsttutonal arrangements depends on asset specfcty level, transacton frequency and level of uncertanty. When level of the three varables s low, the automatc regulaton of market s effectve means; when level s hgher, the frm's mandatory regulaton wll be nstead of organzaton; when the level s between the above two, automatc adjustment and mandatory adjustment wll occur smultaneously, an ntermedate organzaton wll be formed. The organzaton of Dgtal content ndustry chan, therefore, s sutable to buld nto "network organzaton" whch has network relatonshp. Measures should be taken to nnovate operaton mechansm, servce contents and ndustral cluster mode, also to promote ndustral agglomeraton. 4.2 Growth Mechansm and Model of Dgtal Content Industry Research on formaton mechansm of ndustry chan s often from the perspectve of supply and producton. But Wu Jnmng put forward a more deal ndustral formaton model - the cobweb model, as shown n fgure 7. Ths model llustrates the process of ndustral chan formaton very well. Ths man model content s as follows: 116

7 Fg.7The Cobweb Model of Industral Chan The dvson of labor gves rse to the formaton of the ndustral chan, and causes organzaton deepenng unceasngly under the mpact of trade mechansm. In the model, C1, C2 and C3 denotes degree of labor dvson, meanwhle, C1 < C2 < C3 means the deepenng of labor dvson; A1, A2, A3 ndcates degree of market transactons, smlarly A1 "A2" A3 represents the deepenng of market transactons degree; B1, B2, B3expresses the degree of ndustral chan development, B1 < B2 < B3 shows contnuous extenson of ndustry chan and growng complexty of formaton. The ntersecton of three coordnates denotes ntal state has nether dvson of labor nor market transactons, not even to say ndustral Chan generaton. Startng from pont C1 not the orgn means that the dvson of labor s the startng pont of market transactons and ndustral chan generaton. C1 promotes generaton of the market degree A1, under the effect of A1, t needs B1 dock wth t.b1 promotes the further development of socal dvson of labor, then t evolves from C1 to C2. Accordngly, under the acton of C2, the degree of market transactons develop from A1to A2, and A2 promotes the development move from B1 to B2, the cycle moves ndustral chan to form and develop n ths way. It can be concluded that when effcency s low because of the trade envronment, credt and t system problem, enterprses tend to product and sale by ther own and not partcpate n the dvson of labor; But as long as transacton effcency mproves and reach a certan threshold, the dgtal content ndustry chan enterprses wll tend to partcpate n the dvson of labor, and wth the mprovement of transacton effcency to a certan threshold, enthusasm of enterprses wll be enhanced drven by the beneft maxmzaton goal, then the level of specalzed ablty and cooperaton between ndustry chan upstream and downstream wll be further mproved. Therefore, transacton effcency level, deepenng dvson of labor and the overall effect of ndustry chan presents an nteracted and endogenous relatonshp, therefore measures should be taken to optmze the envronment of macro ndustral development, buld a mult-level and dversfed nvestment and fnancng system, promote publc servce and talent ndustry agglomeraton effect. 5. Research on Polcy System of Shangha Whch Ams at Promotng the Development of Dgtal Content Industry Based on analyss of the dynamc mechansm model and growth mechansm of the dgtal content ndustry chan, we suggest to mplement "package" polcy support system ncludng macro envronment optmzaton, ndustral chan cultvaton and clusterng development,fscal and tax preference, dversfed nvestment and fnance and talent agglomeraton. 5.1 Macro Envronment Optmzaton Polcy of Industry Development Certfcaton of Market Qualfcaton and Industry Admttance System On the one hand, accordng to the number and type of Shangha dgtal content ndustry, regulaton should be loosened to anmaton company, dgtal publshng, dgtal audo-vsual and content ndustres whch are gven prorty to, when free competton and ndustry scale has not yet been formed; on the other hand, accordng to the characterstcs and development scale of the dgtal content ndustry, market access can be dvded nto subject access and transacton object access, meanwhle, dynamcally adjust the market qualfcaton certfcaton of dfferent background and ndustry admttance system based on relevant laws and regulatons and market demand, then Dversfcaton, mult-type, free competton n the ndustry and busness operaton entty should be set up. Specfc methods nclude: 117

8 Center for Promotng Ideas, USA ) Support the small and medum-szed enterprses, actvely promote a varety of effectve realzaton form of publc ownershp economy, gude non-publc economy n the feld of dgtal content ndustry, all felds that doesn't volate laws and regulatons should be encouraged to enter through the property rghts tradng, mergers and acqustons,the shareholdng system reform, tme -lmted management transfer, the government franchse aucton, and other forms by prvate captal and foregn captal, and all wll be treat as same wth state-owned economc n nvestment. Market access, land use, credt, taxaton, publc fnance, etc. 2) Ease restrctons on nvestment way of dgtal content enterprses. Support and encourage nvestors wth equty and credtor's rghts and trademarks, patents and other ntellectual property rghts as captal, further wden the Fundng channel of the dgtal content companes. 3) Encourage and support the socal captal establsh all knds of dgtal content enterprses whch are polcyallowed and sutable for the cty constructon n the form of equty partcpaton, equty holdng, or sole propretorshp, and loosen enterprse regstraton restrcton. Regstered captal of parent company can be reduced to 25 mllon yuan when t forms a group company, the total regstered captal of the parent company and subsdares can be reduced to 55 mllon yuan, the subsdary corporaton numbers can be reduced to Perfect Dgtal Copyrght Law Protecton and the Market Competton Mechansm The ntegraton of three networks helps promote the ntegraton of broadcast networks, telecommuncatons networks and the Internet n busness, and n such an open envronment, to better meet the protecton needs of dgtal content for each role n the ndustral chan, Not only DRM standard whch s approprate to requrements s urgently needed, but also a thrd-party agency should be ntroduced to complete unfed authentcaton and authorzaton of the content, networks and termnals, realze consumpton and settlement of dgtal meda content across the network, cross-platform, cross-termnal envronment. 5.2 Industral Chan Cultvaton and Industral Cluster Polcy Innovate Operatng Mechansm and Servce Content, Create Three-Dmensonal Marketng System, Promote the Industral Chan Integraton and Extenson On the operatng mechansm, the rado and televson networks should be further ntegrated to establsh muncpal cable network company as market man body of rado n the competton of three networks ntegraton, make the dfferentated regulaton and separate competton eventually develop nto syncretc regulaton and competton. On the servce content, the mechansm of ndependent nnovaton should be further optmzed, then orgnal products wth local cultural characterstcs of dgtal content should be cultvated and product value chan extended For ndependent ntellectual property rghts of dgtal products and technologes owned by enterprses whch are ncluded n the catalog of shangha ndependent nnovaton products and the Shangha muncpal government procurement ndependent nnovaton products, government purchase should be encourage and fscal fund s gven prorty to. On the marketng system, products export can enjoy export tax refund (exempton) polces n accordance wth the current tax law provsons, suspend busness tax of dgtal content enterprse whch provde overseas servces(broadcast exempted), organze and gude the cty enterprses actvely declare natonal reward fund for export culture Encourage enterprses to explot nternatonal market, provde funds to coordnated development and promoton of foregn trade and economc regon, captal and nternatonal market development of small and medum-szed enterprses. Dgtal content enterprse whch s engaged n the technology transfer, technology development and related technology consultng, technology servces of ncome, shall be exempted from busness tax Speed Up the Industral base and Industral Park Constructon, Innovate Industral Cluster Mode, Promote the Development of Industral Agglomeraton The government should reference to advanced ndustral cluster development pattern based on the development stages and characterstcs, make "basc research and technology catch-up" dgtal content ndustry cluster development strategy.

9 Meanwhle, t should set up specal development funds of dgtal content ndustry agglomeraton area, lean to ndustral concentraton area and support the development of the dgtal content ndustry force: The local government should reduce admnstratve examnaton and approval, smplfy the formaltes for examnaton and approval and shall not charge any addtonal fees beyond polcy. To dgtal content ndustry garden area, demonstraton base and key projects whch are recognzed wthn the scope of the polcy permsson. For dgtal content ndustry park of cty, publc servce platform constructon projects may apply for the dgtal content ndustry gatherng area development specal fund subsdy project. Fund the rent and utltes of dgtal content enterprses n the zone. Encourage enterprses to declare a natonal dgtal content ndustry demonstraton base and when success wll be gven certan ncentves to The Fscal and Tax Preferental Polcy of Industral Development Fscal Subsdes Set up the evaluaton standard of key enterprses for dfferent ndustres of dgtal content, focus on fnancal support for a number of key enterprses wth 3-5 years and make t become the ndustry's leadng enterprses. Also encourage domestc dgtal content leadng enterprses move nto Shangha, Offerng actve support n regstraton, operaton and other aspects to corporate headquarters whch move to Shangha. Support projects lsted n the drectory gude by the muncpal propaganda culture, cty software and ntegrated crcut ndustry development specal funds, muncpal scence and technology specal funds n accordance wth relevant regulatons. Renew the catalog of gude n dgtal content ndustry of cty every year, Gve subsdes or dscount loans polcy support to key projects whch satsfy the requrements of "shangha servce ndustry development drect funds use and management method" n accordance wth the" method "regulaton. Encourage and support the dgtal content companes declared natonal major projects of scence and technology, 863 plan, the natonal new key product plan, state servces development gude fund and natonal electronc nformaton ndustry development funds, provdng 30%-50% funds support for the natonal project accordng to the relevant provsons of natonal government and muncpalty. Support Key projects of new and hgh technology ndustralzaton, major scentfc research projects and publc servce platform projects that mplemented by dgtal content enterprse from cty specal funds for ndependent nnovaton and ndustralzaton of hgh and new technology development accordng to relevant provsons of the "admnstraton measures for specal funds of Shangha ndependent nnovaton and hgh-tech ndustry development " The Preferental Tax Polcy Encourage dgtal content enterprses wth certan strength and sze to declare natonal hgh and new technology enterprse and advanced technology servce enterprse, and the ncome tax shall be leved at a reduced tax rate of 15% when dentfed as a natonal hgh and new technology enterprse. Make admnstratve fees deducton to enterprses that engage n dgtal rado, flm and televson, network transmsson, dgtal publshng, anmaton games, cultural creatvty nnovatve enterprse, hgh-tech enterprse or hgh-tech projects accordng to the regulatons; use the amount of the local proft from actual corporate ncome tax pay as measurng bass n the frst 3 tax years, Check and arrange the bounty to support the development of the enterprse specally; Support general dgtal content enterprses to declare software companes.new dgtal publshng company ncome tax shall be exempted the frst and second years, and shall be leved by half n the thrd to ffth years when dentfed as software producton enterprses snce the proft-makng year, But when the enterprse has certan strength, can encourage t declare as the state plannng layout of the key software enterprses, and when consdered to be wthn the state plannng layout of the key software enterprses and not enjoy tax breaks, the enterprse ncome tax shall be leved at a reduced tax rate of 10%. Actvely gude dgtal content products enjoy preferental tax polces of software product. Software products developed and produced by dgtal content enterprse whch may be general VAT taxpayer on ts own, levy 17% VAT of the statutory and mplement the refund n accordance wth the relevant provsons when the part s beyond more than 3% of the actual tax burden. 119

10 Center for Promotng Ideas, USA Investment and Fnancng polcy of Industral Development Set up the muncpal nvestment fund of dgtal content ndustry, promote resources reorganzaton and structural adjustment, and drve socal captal to nvest n the dgtal content ndustry. Specfc sources of funds, operaton way and operatng mode s as shown n fgure 8. Put the dgtal content ndustry credt fnancng nto key areas of regonal credt polcy, encourage fnancal nsttutons to further nnovate servces, mplement loans of referental nterest rates and other fnancng polcy to dgtal content ndustry project. Establsh ntangble assets evaluaton system and credt guarantee system to provde ntangble assets loan. Encourage all knds of dgtal content guarantee agences offer project fnancng guarantee servce for small and medum-szed enterprses. Actvely attract domestc and foregn venture captal frms, encourage them to establsh the rsk nvestment company of a jont venture, explore to establsh the "startup nvestment loan guarantees ten" busness model, and provde guarantee funds for dgtal content companes. Support dgtal content enterprses to fnance and refnance by lstng on the stock market. Reward dgtal content companes whch complete fnancng n the lsted captal market and rase enough funds,or refnance through ssue a rghts, ssue new shares, convertble bonds and other forms accordng to the elated polces and regulatons of muncpal government Encourage dgtal content enterprses to ssue bonds, gve a one-off 1.5 fee subsdy to dgtal content enterprse whch ssued Long-term bonds (ncludng small and medum-szed enterprse debt collecton) and medum-term notes, accordng to the actual fnancng amount. Fg.8 Dgtal Content Industry Investment Fund Operaton n Shangha 5.5 Talent Support Polcy Implement personnel tranng projects, speed up the tranng of specalsts, strengthen the constructon of dgtal content demonstraton school, gve certan subsdes to professonal colleges and unverstes, scentfc research and tranng nsttutons and cultural enterprses from specal fund of the cty dgtal content ndustry development every year. 120

11 Encourage socal forces to set up dgtal content tranng nsttutons, buld nformaton management system of dgtal content network educaton tranng based on a tranng servce platform, develop educaton platform constructon of dgtal content network. Strengthen the cultvaton and ntroducton of talents, once dentfed as talent of hgh-tech enterprse dgtal content ntroducton can regster n accordance wth the relevant provsons of the "Shangha ntroduce talents for the permanent resdence try out method". Talents once dentfed as needed by software enterprses n the dgtal content feld, can enjoy relevant preferental polces accordng to relevant provsons. 6. Conclusons Ths paper analyzes the current stuaton of the Shangha dgtal content ndustry development,also the needs of dgtal content ndustry based on the opportuntes brought by "three networks ntegraton", and dscusses the growth mechansm and development framework of dgtal content ndustry chan on the bass of theoretcal analyss and deep research, from the formaton,the multdmensonal extenson and consoldaton of the dgtal content ndustry chan, n the end, t studes countermeasures to promote the development of the Shangha dgtal content ndustry from a seres of exstng problems, then provdes decson-makng reference to the relevant departments of the government. References Bll Mckey. Specal Report: State of the Content Industry[J].E-content,2001(24):20-2l Warren P, Greenop D, Crawley B. The Content Industry-Convergence and Dversty[J].Journal of the Insttuton of Brtsh Telecommuncatons Engneers, 2001(2): Lu Dawe. The Dgtal Content Industry and Vrtual Cluster[J].Internatonal Conference on Management Innovaton, 2007, 1(2): Yong Gyu Joo, So Young Sohn. Structural Equaton Model for Effectve CRM of Dgtal Content Industry[J].Expert Systems wth Applcatons,2008,34: Peng feng. Dgtal Content Industry Development Analyss under The Background of Three Networks Integraton[M].Nanjng: Nanjng Unversty of Posts and Telecommuncatons, Ran congjng, Zhao Ruhan. Internatonal Research Revew on Informaton Content Industry [J]. Journal of ntellgence journal, 2009, 29 (1) : 1-5. Peng Zhubn. Research on Chna's TV Content Industry Chan Growth[D]. Changsha: Hunan Unversty, Luo Hajao, Ma Ha. Forecast and Analyss on Shangha Dgtal Content Industry[J]. Journal of Chnese nformaton ndustry, 2010, 1: JnSong. Research on Creatve Industry Chan Structure and Integraton-take Anmaton Industry for Example [M]. Bejng: Bejng transportaton unversty, 2006 L Jng L Lnghan. Problems Exstng n The Development of Chna Dgtal Content Industry and Government Regulaton [J]. Economc research Trbune, 2009, 4: Xu Xueyuan. The Problems Exstng n The Dgtal Content Industry Development of Chna and Its Countermeasures [J]. Scence and technology and economc development ntellgence, 2006, 4: Wang Jn. Research on The Convergence of Dgtal Content Industry Development[M]. Bejng: Bejng Unversty of posts and telecommuncatons, Fan Ll, Chan RuFang. The Development Intatves and Enlghtment of The Dgtal Content Industry n Tawan.Theory and explore [J].2006, 6: Hu zahua. Research on Characterstcs, Present Stuaton and Development Strategy of Dgtal Content Industry[M]. Wuhan: central Chna normal unversty, La Maosheng, Ye Yuanln, Shuan Hu. See Development of Dgtal Content Industry from The Industry Integraton[J]. Journal of ntellgence scence, 2009, 7: