Today，China enters a new era，The cultural industry is also moving towards a new era。In the context of the intersection of the new normal of economic development and the new round of technological revolution，New technology、New business formats continue to emerge，Innovation has become the basic driving force for the development of cultural industries。Compared to before，The development of cultural industry presents new trends and characteristics，Understand and grasp these characteristics，In order to seize the opportunities for the development of China's cultural industry in the new era，Achieve steady and rapid development。Vice Dean of Peking University Cultural Industry Research Institute、Chen Shaofeng, a professor at Peking University, thinks，The cultural industry will present the following ten characteristics in the future:

With a series of changes in policy orientation related to the cultural industry，The current development of my country’s cultural industry must not only achieve platform upgrades、Technical upgrade，It is even more important to upgrade the content，Continuously improve traditional culture through content innovation、The proportion of experience culture and positive energy culture。In the past, many people in the cultural industry relied on some weird things、Vulgar content to attract attention，But with the increasing intensity of national cultural supervision，Such an approach will face greater policy risks，In other words，If previous works are ordered to be removed from the shelves，It may be possible to re-list it through rectification，But now once investigated，You may be permanently banned。Therefore，In improving the content of the cultural industry，We need to add more elements of traditional culture，Avoid superficial and vulgar content。Also，From a market perspective，To increase experience and positive energy culture。Experiential emphasis is not just on the “relaxing moment” on site，What’s more important is “worth remembering”，It must arouse visitors’ desire to continue experiencing，Therefore it cannot be pure entertainment，But to be able to truly inspire people、Moving，Give people strength，In this way, participants can keep recalling。Currently many theme parks in our country lack cultural elements，In addition to providing entertainment facilities，Basically no theme of its own，There is still a big gap with Disney theme parks，So we have to learn from it，Add culture to entertainment，Instead of making purely entertainment content。

With the improvement of public aesthetic level，The integration of aesthetics and daily life is getting closer 188bet Online Sports Betting and Casino and closer。From the perspective of future market space and consumer demand，The aestheticization of life is a major trend in the development of the cultural industry，It can provide new ideas for our creativity and marketing。Cultural products must not only be easy to use，Even better looking，To achieve the unity of practicality and artistry。For example, traditional ceramic products，If you turn ceramics into daily necessities，Add some artistic design，The added value will increase，At the same time, we must use the Internet platform to form our own exclusive brand and exclusive design，Be faster，Strong marketing ability，Because the counterfeiting speed on the Internet is very fast，Always keep yourself ahead，This is a typical manifestation of the aestheticization of life or the integration of aesthetics into public life。The industrial trend of aesthetic life requires the cultural industry to develop in the direction of normalized creativity，We must penetrate the creative industry into people’s lifestyle。In fact，Creativity is more applied in the field of marketing，instead of product area，Ordinary products if the marketing is very creative，It will also give people a shocking feeling，Like the same dress，Using celebrity endorsements and ordinary people’s endorsements will produce completely different marketing effects。So，The cultural industry must combine creativity and marketing，And based on this, we will focus on three aspects: First，Creativity to create an industrial chain or ecological industrial chain，Not a point，But a group、A series；Second，To be copied，Copying is a requirement for realizing the value of creativity，Don’t just focus on one place to be creative，It also needs to be copied to other places；Third，Be able to cross borders，Don’t limit your vision to one area，Be creative between different elements and fields，Enhancing the diversity of creativity through cross-border。

IP refers to a kind of intellectual property，It can be expressed as an object of buying and selling。The IP of cultural enterprises must be story IP、Image IP、It consists of four parts: product IP and enterprise IP。To create an IP, you must first have a story，Because there is a subject in the story，The image will appear，It can be said that story is a carrier of IP。In fact, after hatching the image through the story，Image is the more important carrier of IP，Because the image can be placed anywhere，Can turn many things into carriers，Instead of relying on the story。The image must have the opportunity to become a commodity，For example, the designs of all characters in Disney will be converted into products in the future，The product may be a toy，It may also be authorization。The most amazing thing about Disney is its product IP，The product becomes its channel，becomes its marketing and reputation，has become the most important way of feedback and publicity penetration。Last，The story IP、Image IP、Combining product IP with corporate culture，forms an enterprise’s IP，That is, the company’s brand。But，Due to the displacement of mainstream 188bet app consumers，IP will face the risk of failure，So we must continue to patrol and incubate IP，Not only must there be horizontal incubation for market segments，There must also be vertical incubation based on time。For example, there used to be a very popular IP called "Dulala"，It was for those born in the 1980s，But facing the current audience born in the 90s，The script may need to be revised to show that Du Lala becomes the boss，The story of how to deal with employees born in the 1990s，So you can keep telling the story like this，Always carrying out IP patrol incubation，To expand consumer groups，Avoid IP failure。

Our country has now entered the Internet era，Many companies have also changed from IT companies to Internet companies。The difference between Internet companies and IT companies is that the income of IT companies comes from IT itself，Internet companies’ income comes from outside IT，Or it uses IT to make money in other fields，It’s called “Kung Fu is outside poetry”。Technology is not used as a major source of business revenue these days，But it has created many sources of income other than technology，This is a very big change now。In fact，At present, all companies with pure IT technology are in decline，The reason，It is the lack of sustainable income。Many VR companies have been established across the country、AR Company，But it’s basically a one-time sale，And the competition will become increasingly fierce。In the Internet era，All IT companies must make money other than IT，This is the law of the era of Internet companies。For example，Tencent uses IT to make money from games；Alibaba uses IT to make e-commerce money；Doing VR、AR companies cannot use VR directly、Must use VR，Must use VR、AR makes money from games、Earn money from traveling、Earn money from sports、Earn money from theme parks。Anyway，Technology is just a means，The ultimate goal is to promote the development of the cultural industry，Only this way，In order to ensure the stability and continuity of income。

As artificial intelligence technology becomes increasingly mature，Entertainment Robot、The era of companion robots is coming。Robots will have great market prospects in the future，Every home may need a robot，Especially with the acceleration of aging in our country，The elderly population continues to grow，Predictable，Entertainment Robot、Companion robots will have a huge potential market。Also，Artificial intelligence technology is becoming increasingly advanced and complex，Nowadays, robots even have the function of autonomous learning，Can integrate into people’s lives more easily，Achieve more complex communication and interaction with humans，This will change our experience in many scenes，Even many relationships。But，Artificial intelligence brings convenience and fun to our lives，It will also bring many ethical issues。For example，Many people may marry robots in the future，This changes our traditional understanding of family ethics。Anyway，Robots are developing 188bet app download in a more intelligent direction，We have every reason to believe that an era of new human entertainment partners has arrived。

For the media，There are generally three ways to monetize，The first way is advertising，The second way is membership，Making money by selling content，The third way is to do vertical development。Today，New media has gradually replaced traditional media and become the mainstream media form，The verticalization of new media、Diversified management represents a direction of the future cultural industry business model。New media is a function of the Internet platform，Not only has the function of traditional media communication，It’s even more of a shopping mall，With transaction function。Simply put，New media will be a powerful selling place in the future。Also，There are basically three types of Internet platforms in China today: one is the big platform，It’s BAT，This kind of large platform can create an industrial chain by itself；The second is a professional mid-level platform，For example, JD.com specializes in shopping，Today’s Toutiao specializes in information push，China Platform has highly professional services；The third is a small platform，They are small stores and small broadcasters。For thousands of small platforms，Focus on verticalization、Diversified business，Not only push content，We also need to do advertising and e-commerce，To do content marketing。For example, the WeChat public account "Yiyi"，Push one short video a day，The current valuation has reached more than 2 billion yuan。Small platforms can be united through channel combinations，To enhance competitiveness，Acquire competitive advantages with large and medium platforms。Channel combination has a big advantage，It can convert fans。There is no competition between public accounts with different functions，You can achieve fan traffic through mutual marketing，Enhance each other’s fans。Anyway，Verticalization、Diversity is a very important growth concept in the future，Different small platforms form their own fan groups through vertical operations，Then realize mutual connection through channel combination system，Thus breaking through the bottleneck of its own development on the Internet。

Compared with ordinary products，Cultural and creative products have the characteristics of high added value，Therefore，We can pass culture、Design、Brand and other methods to improve products，Give ordinary products good creativity and connotation，Make it a cultural and creative product。Today，Various artworks、Cultural tourism souvenirs、Office supplies、Furniture and daily necessities may become cultural and creative products，The trend of industrial culturalization continues to strengthen，Becoming the main business idea in the cultural industry。Of course，Just making cultural and creative products may not sell，So we need to use new media as a carrier for vertical development，Continuously 188bet online sports betting tell stories to products，Made into cultural and creative e-commerce，This is a fixed pattern。In other words，The product must have its own communication power，The power of communication depends on cultural packaging。The emergence of cultural and creative e-commerce，Can gradually change the current low value-added status of traditional e-commerce，Is an effective way to solve the vicious price competition among merchants and the proliferation of counterfeit goods on the platform。The most successful company in cultural and creative e-commerce today is Disney，Its costumes as spin-offs from animated movies，Still has a good market，From Donald Duck、Winnie the Pooh to Frozen，Those clothing production lines are still rolling to this day。

Due to weather、Limitations from natural conditions such as temperature，The development of cultural tourism is also subject to many limitations。Therefore，Cultural tourism will expand from outdoor to indoor in the future，Through the construction of experience halls or cultural complexes，Move cultural tourism indoors，Avoid the impact of natural problems on cultural tourism，Guarantee that tourists can get the best experience all year round。Cultural tourism expands indoors，It is not a large playground like outdoors，Instead, we do many more experiential projects indoors，Form a unique theme park，Functionally, it can be used for popular science、Safety Education、National defense education, etc.，This is the main direction for the future development of cultural tourism。Also，With the in-depth integration of tourism and technology，In the future，Having a relatively closed space is more conducive to the construction of technological facilities，Give full play to the supporting role of scientific and technological elements in cultural tourism。Specifically，We can try to make an indoor agricultural theme park，Putting the elements of agriculture、Theme Park Elements、High-tech elements and educational elements are all integrated together，Do a new type of experience。You can make a vegetable garden in the agricultural theme park、Baguoyuan、Hundred Gardens，You can also have healthy food、diet therapy，Can have an education base，Summer camp can be established，Let primary and secondary school students go there to learn agricultural knowledge。In addition, many derivatives can be formed through movie experience，Make a complete industrial chain，This will be a promising model in the future。

Sports is a huge industry，Our education in the future、Life、Work、Hobbies and other cities will have a lot of sports industry integration。Sports industry and cultural industry are two closely related industries，In fact，From the perspective of cultural industry，We can regard sports as the entertainment industry，Think of sports competitions as performance industries，The sports industry has a huge driving role in the development of the cultural industry。Take football as an example，The Premier League’s core source of income is its broadcast rights，Media income ranks first among all incomes，Half of the 188bet Online Sports Betting and Casino country。Also，Football tourism is also the most important economic sector today，About 700,000 people went to Brazil to watch the World Cup during the World Cup，This is also a very huge income。From a domestic perspective，Our sports industry foundation is still relatively weak，The main problem is the lack of high-level competition，Unable to attract a large audience，But we have a huge consumer group，This is our advantage in developing the sports industry。Also，Whether you are doing sports or traveling，We must pay attention to the recycling of heavy assets。In specific practice，We can operate heavy assets and light assets separately，Focus on assets and do asset-heavy operations，Light-asset operations should focus on the goal of listing，Only in this way can we achieve a better business model。

my country’s current film market has great room for development，But there is still a big gap compared with the United States，Therefore，How to release market potential，Expanding the consumer group of movies is a question we should think about。Based on the development experience of the American film market，One-size-fits-all type、Family type、International films are our future development direction。It is difficult for my country’s movie box office to surpass that of the United States，The main reason is that the movie-watching group is relatively fixed，Young people aged 18 to 28，So we must achieve transcendence，It is necessary to expand household consumption，Make all movies universal，Highlight family culture，Satisfy dual customers，Can attract children，Can also attract parents，Only in this way can we truly achieve the goal of integrating with international standards。On the other hand，The competition in my country’s film market is becoming increasingly fierce，The risks are getting bigger and bigger，And is about to enter the stage of medium to low box office growth，So our film market cannot rely solely on theater chains，We should also realize the transformation of the film industry into a cultural industry。In other words，There will be no pure film companies in the future，Or the film company can only be a relatively small company，A truly big company must become a company in the cultural industry，This will form a consumption penetration into households，Instead of just letting some young people in love go to the movies，Expand the entire consumer base and industry space，Thus improving the level of internationalization。

*Source of this article: WeChat public platform "FengHuowenchuang” (ID: fenghuowenchuang)，Author: Chen Shaofeng, original title: "Peking University professor talks about ten trends in the cultural tourism industry in the new era》