Notice on the implementation of The General Office of the State Council forwarding "Several Opinions on Promoting the Development of Cultural and Cultural Relics Units' Cultural Creative Products"

Bureau of Cultural Relics (Department of Culture) of each province (autonomous region and municipality directly under the Central Government), Bureau of Cultural Relics of Xinjiang Production and Construction Corps:
The General Office of the State Council forwarded by the Ministry of Culture, the National Development and Reform Commission, the Ministry of Finance, the State Administration of Cultural Heritage four departments "on promoting the development of cultural and cultural relics units of cultural creative products" (State Run development [2016] No. 36, hereinafter referred to as the "Opinions"), It is an important measure to implement the relevant spirit of the Regulations on Museums and the Guiding Opinions of The State Council on Further Strengthening the Work of Cultural Relics. It is of great significance to further explore the cultural resources in the collections of cultural relics units, develop cultural and creative industries, carry forward the excellent Chinese culture, promote the coordinated development of economy and society, and enhance the soft power of the country.
The competent departments of cultural relics at all levels should fully understand the significance of implementing the "Opinions", seriously study, publicize and implement the "Opinions" on the important agenda, and further strengthen the guidance and support for the development of cultural and creative products in the territory's cultural and cultural relics units. In order to ensure that the "Opinions" are truly implemented, the relevant requirements for in-depth learning, publicity and implementation of the "Opinions" are notified as follows:
First, carry out document interpretation and study implementation.
(1) The State Administration of Cultural Heritage will organize a symposium, training and on-site exchange meeting in Wuhan, Hubei Province in late June. All provinces are requested to make good preparations and organize relevant personnel to attend the meeting.
(2) Provincial cultural relics administrative departments shall organize representatives of provincial cultural relics administrative departments, major cultural and cultural institutions, and cultural and creative enterprises to interpret the Opinions, put forward implementation requirements, and invite relevant typical units and experts to exchange experience by issuing documents, conducting symposiums, holding training courses, holding seminars, etc.
(3) All localities should use mainstream media to strengthen the publicity and introduction of promoting the development of cultural and creative products, form a good atmosphere of public opinion, and fully mobilize the enthusiasm of all parties to participate in the development of cultural and creative products in museums.
Second, strengthen overall planning and steadily promote pilot projects.
(1) Strengthen the overall planning and overall layout, and complete the preparation of the provincial (regional and municipal) Implementation Plan for the Implementation of the "Opinions" before the end of June and report it to our bureau for the record.
(2) In accordance with the principle of pilot first and gradual promotion, the Bureau will organize eligible museums (in principle, from the sub-provincial or above museums) to carry out the pilot, and explore the development model, income distribution and incentive mechanism.
The cultural heritage Bureau of each province, autonomous region and municipality directly under the Central Government is requested to carefully study and draw up the recommended list of pilot museums (3-5 per province), and submit it to our bureau before June 20, 2016 (with the work plan of the proposed pilot units attached). Museums belonging to the central and relevant state departments can directly declare to our bureau, and do not occupy the quota of provinces.
Third, strengthen the organization and implementation, and guide the healthy development of cultural and creative products.
1. Fully mobilize the enthusiasm of all parties. To formulate relevant preferential measures, promote cultural and cultural institutions to carry out cooperation with relevant enterprises and social forces in the development of cultural and creative products in various forms, and explore the establishment of a mechanism for reasonable distribution of profits from the development of cultural and creative products in different modes among relevant rights and win-win mechanisms.
(2) Strengthen the systematic investigation and sorting of cultural relics resources within the administrative area. In accordance with the time node required by The State Council, complete the first national survey of movable cultural relics, strengthen the integration of cultural relics resources and creative resources in the administrative region, rely on leading units, establish a sharing mechanism, and serve the development of cultural creative products. Encourage cultural and cultural institutions to actively apply for the "Internet + Chinese Civilization Action Plan" and innovate the means of developing and disseminating cultural products.
3. Actively raising the level of research and development of cultural and creative products. Encourage all cultural and cultural institutions to train and introduce a group of outstanding cultural and creative talents through cooperative training and cooperation between museums and enterprises. In combination with the establishment of a long-term mechanism for primary and secondary school students to use museums to learn, a number of high-quality cultural and creative products that meet the characteristics and educational needs of young people have been developed. Cooperate with excellent cultural heritage and exhibitions into villages, communities, campuses, military camps, and enterprises, and strengthen the development and promotion of cultural and creative products by relying on mobile museums and community museums.
(4) Expand channels for the development of cultural and creative products. To guide and regulate cultural and cultural organizations to use their own space for the display and sale of cultural and creative products under the premise of ensuring public welfare services, and encourage qualified units to open specialty stores or sales points in domestic and foreign tourist attractions, key business areas, and transportation hubs. Comprehensive use of e-commerce platforms to improve the level of cultural and creative products online marketing. Cultural institutions are encouraged to promote and market related products in combination with exhibitions, themed activities and interlibrary exchanges.
5. Strengthen demonstration and brand building. A group of museums with notable achievements in the development of cultural and creative products are selected as typical examples to summarize, exchange and promote successful experiences and mature practices. Encourage museums to strengthen cooperation through innovation alliances and other means, encourage state-owned museums to strengthen exchanges and cooperation with non-state-owned museums, actively explore the establishment of a regional museum cultural creative product development network, and cultivate research and development bases, demonstration projects and creative brands of museum cultural creative products. In 2016, relevant units in the province were organized to actively participate in the "Let Cultural Relics Come to Life -- National Cultural and Creative Products Joint Exhibition" held in Wuhan in June, and the "2016 7th Museum and Related Products and Technology Expo" held in Chengdu in September, to strengthen the promotion and promotion of excellent cultural and creative products.
Fourth, strengthen departmental linkage and improve the funding guarantee mechanism.
Cultural relics administrative departments at all levels should strengthen coordination and linkage with local departments of compilation, finance, development and reform, taxation, education and other departments, and actively strive for various supporting policies and preferential measures. To guide cultural and cultural institutions to improve the income distribution mechanism and incentive mechanism for the development of cultural and creative products, improve the management system and financial system, and expand the sources and channels of funds. Explore and establish a mechanism for the development of cultural and creative products to feed public cultural services, collection of collections, social education and other public welfare undertakings of cultural and cultural institutions.
All localities in the implementation of the "Opinions" in the process of important situations and problems, please report to our bureau in a timely manner.
State Administration of Cultural Heritage
June 6, 2016