In September 2020, General Secretary of the Supreme Leader pointed out during his inspection tour in Hunan: "The integration of culture and science and technology not only gave birth to a new cultural format, extended the cultural industrial chain, but also gathered a large number of innovative talents. It is a sunrise industry with great prospects. Plan ‘ Fourteenth Five-Year Plan ’ In the period of development, we must attach great importance to the development of cultural industries. " As the core driving force of the new round of scientific and technological revolution and industrial transformation, big data runs through the whole process of innovation, production, communication, marketing and consumption of the cultural industry, which can quickly and efficiently recombine various elements of the cultural industry, promote cross-border integration, give birth to new modes and formats of the cultural industry, and reconstruct the industrial chain, ecological chain and value chain of the cultural industry. It is a new engine to promote the transformation and upgrading of the cultural industry. In the era of digital economy, we should make good use of big data technology and big data thinking, dig deep into cultural concepts and connotations, improve the total factor productivity and resource allocation rate, and promote the cultural industry to shift from resource dependence to technology leadership, from mass consumption to refined services, from scale growth to high-quality development, and promote great changes and development of the cultural industry.
The deep integration and development of cultural industry and big data has unique advantages and solid foundation. First of all, human history has a long history, with thousands of years of civilization and accumulated a lot of cultural data and materials. Especially with the rapid development of the Internet, the cultural industry has unconsciously penetrated into people’s lives, showing a trend of digitalization, intelligence and virtualization, and the amount of data has exploded. At present, the traditional statistical analysis methods can no longer fully meet the actual needs, and we must rely on the new generation of information technology such as big data. Secondly, the cultural industry is also a content industry, and the data of the content industry is of high value. Reorganizing or mining these data will form new products and contents and generate new benefits and values. Thirdly, cultural industries include movies, digital creativity, digital music, publishing, games, animation, cultural tourism, live broadcast and so on, many of which are semi-structured data or unstructured data. The data involved in traditional analysis methods are mainly structured numerical data. For non-numerical data, they can only be transformed into useful information one by one manually, and big data technology can directly process and analyze these types of data. Finally, the consumer groups of the digital culture industry cover almost billions of netizens, and the amount and source of their consumption behavior data are unimaginable. Only big data technology with powerful collection and analysis functions can analyze the market demand from multiple dimensions with full samples and guide the creation of cultural products, so as to better meet people’s diversified, personalized, mobile and fragmented consumption needs. This shows that,"Big Data+Cultural Industry" has an inherent combination and fit. Integrated development is helpful to improve the quality of cultural products, build cultural industry brands, optimize the relationship between supply and demand, get the maximum output with the least factor input, and bring unlimited development space to the cultural industry. Big data exerts its strength from policy formulation, product innovation, supply side and other aspects, driving the transformation and upgrading of cultural industries and pushing the development of cultural industries to a new level.
It is necessary to give full play to the "stethoscope" function of big data and build a scientific cultural industry policy system. The development of cultural industry can not be separated from a good business environment, and it can not be separated from policy guidance in intellectual property rights, land resources, talents, financing and taxation. Big data plays an irreplaceable role in the formulation, implementation, feedback and evaluation of cultural industry policies. First, collecting relevant information and data such as existing policies and implementation effects at home and abroad through big data is conducive to better analyzing the development environment of cultural industries. By comparing the development characteristics and existing problems of cultural industries in this region and sorting out the advantages and disadvantages of each policy, we can quickly find and provide the most suitable policy reference for decision makers. Second, before the implementation of the policy, big data predicts the impact and effect of the policy by simulating the policy implementation environment and deducing the influence mechanism of relevant factors, so as to avoid the losses caused by policy-making mistakes and build a decision-making system with data support for policy makers. Third, in the process of implementing policies related to cultural industries, big data can conduct dynamic real-time comprehensive supervision, record the implementation process of policies, collect and analyze feedback in real time, and adjust policies or take remedial measures in time. Fourth, the cultural industry policy evaluation system based on big data can make the policy evaluation more objective and scientific, and help to further improve the policy.
It is necessary to give full play to the role of big data as a "navigator" and improve the level of cultural creativity. Cultural creativity is the main manifestation of cultural industry innovation and the core content of cultural industry transformation and upgrading. As an important tool for innovation, big data has the functions of broadening innovation horizons, expanding innovation paths and recording the creative process, which is of great significance for enhancing the breadth and depth of cultural creativity. First, big data can promote the great integration of various content elements in the cultural industry, which is conducive to creating cultural products that meet the needs of the broad masses of the people, thus continuously improving the people’s sense of acquisition, happiness and security. Second, by analyzing the relationship between various industries, big data can identify the entry point for deep integration with other industries, promote cross-border integration of cultural industries and other industries, form a "cultural industry+"innovation road, and generate new cultural content and products. Third, analyzing the situation of consumers and cultural production enterprises through big data helps to realize real-time communication and interaction between consumers and producers, so as to more accurately understand the most real needs of consumers, judge the popular trend of cultural consumption, and solve the structural contradictions of cultural industries. Fourth, big data can track and analyze the creative process of cultural products from materials to products to consumption, help to sort out the ideas of creators, manage the data of creative process and optimize the creative management process.
It is necessary to give full play to the role of big data as a "booster" and activate the vitality of the cultural consumption market. First, big data can collect and analyze relevant information such as consumption objects, consumption behaviors, consumption contents and consumption expectations, grasp the whole cultural consumption market from the overall situation, fully tap the consumption potential, enhance consumer experience satisfaction and enhance consumption stickiness. Second, big data technology can clearly position the cultural industry market, provide consumers with personalized and differentiated cultural products and services, meet consumers’ deep emotional and spiritual needs, and promote the upgrading of cultural consumption. Third, changing and optimizing communication channels with big data is conducive to continuously improving the efficiency of cultural services, maximizing the effect of cultural communication, and providing consumers with a relaxed and comfortable cultural experience. Fourth, big data can effectively avoid information asymmetry between buyers and sellers and find a balance between supply and demand. For enterprises, big data can collect a large number of first-hand information related to consumption through various information platforms, which will help to provide guidance for scientific decision-making of cultural enterprises, reduce the production of products with overcapacity, increase investment in cultural products that are in short supply, and then realize the continuous optimization of the cultural industry structure. For consumers, big data provides consumers with a global vision and accurate information services to understand the cultural market, enabling them to obtain high-quality cultural products more quickly and conveniently.
(This paper is a phased achievement of the project "Research on Big Data System and Key Theories of Social Sciences in Hunan" (GLX161) of Hunan Social Sciences Achievement Evaluation Committee)
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