Some Opinions concerning Accelerating Our Country’s Press and Publications Sector’s Marching Out (Extracts)

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In order to implement the spirit of the 6th Plenum of the 17th Party Congress, implement the “Press and Publications Sector Development Plan for the “12th Five-Year Plan” Period” and the “Development Plan for the Press and Publications Sector’s Marching Out during the “12th Five Year Plan Period”, realistically raise our the international competitiveness, dissemination strength and influence of our country’s press and publications sector, promote the construction of a strong press and publications country, the following opinions to further promote the press and publications sector’s marching out are hereby put forward as follows:

Main objectives:

– Striving to achieve that by the end of the “12th Five-Year Plan” period, copyright export quantities break through the 7000 mark, and the import-export ratio has been lowered to 2:1, and striving to maintain that level; digital publishing product and service export value break through the 1 billion Dollar mark, and annual growth is 30% and higher; material export quantities break through 11.5 million volumes (items, boxes, discs), export values break through the 42 million Dollar mark; and the comprehensive printing services export scale reaches 100 billion Yuan.

 

– Striving to achieve that by the end of the “12th Five-Year Plan” period, the press and publications sector marching out policy system is even more complete; press and publications enterprises foreign investment values clearly increase; a batch of famous brands with international influence is fostered; and a batch of key marching out enterprises with solid strength and international competitiveness is forged; a batch of foreign-oriented press and publications experts and talents are fostered; the basic international structure for marching out is complete; our country’s press and publications sector’s international competitiveness, dissemination strength and influence have clearly strengthened.

 

Focus tasks

Strengthening the macro-level setup for marching out. With developed countries, and neighbouring countries or regions as focus points, with developing countries as the basis, with the overseas Chinese market as support, establishing a new marching out structure with broad coverage, prominent focus, and clear categories. Implementing diversified strategies, and adopting different marching out strategies and methods on the basis of the different cultural requirements of different countries and regions; implementing simultaneous development, encouraging publishing groups, specialist publishers and digital publishing enterprises and private enterprises to excavate their own distinctive superiority, and expand into different areas of the international market; implementing localization strategies, stressing the integration of factors such as overseas funding, technology, channels, talent, etc., launching and popularizing publishing products that are suited to the local reading and consumption habits; implementing strategies of using imports to drive exports, drawing on the financial superiority of international cooperative enterprises, driving publications’ marching out; implementing science and technology driving strategies, giving rein to the superiority of high and new technology platforms and channels, promoting publications to march out.

 

2. Accelerating the promotions of publications marching out. Realistically expanding copyright export quantities, further improving the balance of trade. Expanding copyright export strength concerning developed countries, neighbouring countries and regions, expanding copyright export to developing countries, further optimizing copyright export districting structures. At the same time as strengthening mainstream language copyright export, further strengthening lesser-used language copyright export, strengthening the copyright export of multilingual products, incessantly perfecting language structures for copyright export. Strengthening copyright export of literary, scientific, social science, entertainment life and other publications, expanding themes and product varieties in copyright export, optimizing copyright export content structuring. Strengthening copyright export of digital publishing products, incessantly improving copyright export shapes and structures. Improving cooperation methods, expanding cooperative publishing strength.

 

3. Accelerating the promotion of digital publishing products marching out. Encouraging and supporting news publishing enterprises to produce even more foreign-oriented digital publishing products. Implementing backbone driver strategies, promoting digital publishing focus enterprises and industrial bases to march out. Accelerating the research and development of digital and network publishing core technology, vigorously participating in international standardization matters, occupying the commanding heights in international competition. Building digital publishing marching out content platforms, accelerating the integration of traditional publishing enterprises’ content resources, giving rein to superiority of scale, expanding and enhancing the scope of cable publishing content added value services, strengthening content added value service capacity, completely raising out country’s digital publishing products’ core value and digital publishing enterprises’ international competitiveness.

 

4. Accelerating the promotion of material products marching out. Fully mustering the export vigour of enterprises in all sorts of ownership systems, making material product export quantities and values continue to increase, Implementing branding strategies, strengthening indigenous content innovation, focusing on rolling out a batch of brand products that carry forward the Socialist core value system, display the unique charm of Chinese culture, reflect the modern Chinese spiritual bearing and scholarly levels, and stick close to the cultural requirements and consumption habits of foreign audiences, forging a batch of internationally famous brands in focus areas such as mass books, specialist books, educational books, mass consumption-type periodicals, specialist periodicals, academic journals, etc. Enrich the product forms of material exports, expand the export strength of all sorts of products such as books, newspapers, periodicals, electronics, audiovisuals, etc., promoting press and publications products to enter into international mainstream sales networks, influencing foreign mainstream crowds.

 

5. Accelerating the promotion of printing services to march out. Encouraging printing services export enterprises to expand into overseas printing business, expanding into international burgeoning markets. Supporting State demonstration printing enterprises to establish overseas printing basis. Supporting printing and reproduction enterprises to apply low-carbon science and technology, popularizing an image of environmental protection and green brands on international markets, attracting foreign commissions and clients. Encouraging printing enterprises to establish organs in contact with third parties abroad, to participate in international bidding.

 

6. Accelerating the promotion of press and publications enterprises and capital to march out. Integrating all sorts of resources to promote press and publications enterprises to do business and merge across regions, across sectors, across media and across ownership systems, putting forth effort to forge a batch of comprehensive transnational publishing media groups. Focusing on supporting a batch of foreign-oriented backbone enterprises, through methods such as exclusive investment, joint venture, cooperation, etc., establishing presses and stations abroad, organizing newspapers and periodicals, opening plants and stores. Encouraging press and publications enterprises meeting conditions to expand foreign investment and participate in international capital operation and international enterprise management through many kinds of methods such as public offering, shareholding, share controlling, etc. Guiding enterprises in all sorts of ownership systems to orderly go abroad for investment and cooperation, raising internationalized operations levels, guarding against and dissolving foreign investment risk.

 

7. Accelerating the investment of international sales networks for marching out. Vigorously implementing the strategy of “lending a boat to go to sea”, strengthening cooperation with global and regional large-scale chain bookstores, further expanding international mainstream sales channels. Vigorously utilizing overseas factors such as capital, talent, management experience, etc., to integrate and consolidate overseas Chinese language publications retail networks and channels, and further expand overseas markets. Expanding cross-border digital content resource delivery platforms, expanding export of digital publishing products. Vigorously expanding new publications sales channels such as network bookstores, etc.

 

8. Accelerating building talent systems for marching out. Through developing methods such as going abroad for training, selection and detachment for training, stimulating professional exchange and cooperation, etc., fostering internationalized press and publications talent for copyright protection, international publications trade, international publications cooperation and international press and publications translation and dissemination, etc., shaping press and publications talent systems for marching out. By the year 2015, the total quantity of internationalized press and publications talent to have reached 100.000 people.

 

Main measures

I, Effectively utilizing the present support policies

1. According to the “Provisional Rules on the Special Cultural Industry Development Fund Management”, with loan discounts, programme subsidy, supplementary State capital, result rewards, insurance premium subsidy and other support measures approved by the Ministry of Finance, giving support to press and publications enterprises, programmes, materials and corresponding services marching out.

 

2. According to the “Small and Mid-size Enterprise International Market Expansion Fund Management Rules”, giving financial support to enterprise programmes (programmes of small and mid-size enterprises meeting conditions that independently expand into international markets) and group programmes (programmes of enterprises, undertaking work units and social groups’ small and mid-size enterprises meeting conditions to expand into international markets). The main supported content includes foreign exhibitions, international market propaganda and popularization, international market research, enterprise training, foreign acquisition of technology and brands, etc. Giving preferential support to expansion activities into burgeoning international markets such as Latin America, Africa, the Middle East, Eastern Europe, South-East Asia, Central Asia, etc. Support funding may in principle not exceed 50% of the total amount required for the supported programme content, for small and mid-size enterprises from the Central and Western regions, as well as the North-East old industrial bases as well as expansion into burgeoning markets, this may be raised to 70%.

 

3. According to the “Special Propaganda and Culture Development Fund Management Rules”, giving financial aid to press and publications products and services export; giving support to press and publications focus marching out books and specialist academic works that are difficult to publish; rewarding excellent books marching out; giving financial support to publishing and printing enterprises marching out for equipment renewal, technology transformation, etc.

 

4. According to the “Notice Concerning Some Fiscal Policy Questions Supporting Cultural Enterprises Development, giving value-added tax export rebate policies to enterprises exporting press and publications products such as books, newspapers, periodicals, audiovisual products, electronic publications, etc. According to the “Some Policies Concerning Rewarding and Supporting Cultural Products and Services Exports”, not levying business tax on foreign income that enterprises obtained through providing cultural services abroad; exempting foreign income that enterprises obtained by providing translation work and conducting copyright transfer abroad from business tax; deducting income tax already paid abroad according to present relevant regulations.

 

5. According to the “Guiding Opinions Concerning Further Moving Forward Work Related to the State Cultural Export Focus Enterprises and Programme Catalogue”, supporting the export of press and publications products and services, etc., through many kinds of methods such as loan discounts, programme subsidy, rewards, insurance premium subsidy, etc.; supporting press and publications enterprises in market expansion activities such as foreign exhibition participation, propaganda dissemination, training and deliberation, foreign tendering, etc.; supporting focus press and publications products’ foreign translation production and publication activities. As soon as possible researching, establishing and completing copyright and other intangible property value appraisal systems, formulating intangible property value appraisal standards, establishing intangible property value appraisal intermediary organs and mortgage (pledge) registration and trade platforms. Further perfecting export credit insurance systems. According to the real situation of our country’s cultural export, adopting flexible insurance policies, optimizing insurance procedures, incessantly expanding support scale, providing quick and efficient services such as risk guarantee, capital facilitation, capital and credit appraisal, receivable payment management, etc., to press and publications enterprises.

 

6. According to the “Guiding Opinions concerning Financial Support of Cultural Export”, supporting export-type enterprises and programmes conforming to the conditions of the “Cultural Products and Services Export Guidance Catalogue”. Encouraging press and publications enterprises to vigorously utilize credit-type business products such as export credit provided by import and export banks that include press and publications products and services (including cartoons), international exhibition service facility construction loans, foreign investment loans, high and new technology product export vendor credit, etc., as well as intermediate professional products such as accounting, foreign exchange, trade capital, foreign guarantee, financial consulting, etc. Providing credit support to press and publications enterprises’ foreign investment programmes, and export vendor credit of cartoon products that fall under the scope of software products. Vigorously exploring compound guarantee methods such as shareholding, stockholding, bonds, stocking, warehouses, warranty, export tax rebate, receivable payment, intellectual property rights mortgage as well as specialist guarantee organs providing third party guarantees, etc., in order to raise press and publications enterprises’ funding guarantee capacity.

 

7. According to the “State Publishing Fund Subsidy Programme Management Rules” and the annual examination guidelines, giving subsidy to translation and publishing programmes of academic works researching Socialism with Chinese characteristics and Chinese classic culture and science achievements; giving subsidies to translation and publishing programmes reflecting our country’s reform and opening up, and modernization construction achievements, or displaying the look of modern China’s economic and social development and the look of the spirit of the people; giving subsidies to major publishing programmes displaying magnificent Chinese ethnic culture, promoting Chinese cultural classics, expanding Chinese culture’s international dissemination strength and influence.

 

8. According to the “Provisional Rules for the Special Ethnic Literature Publishing Fund, giving subsidies to marching out programmes for ethnic language and literature publications export and copyright export, giving subsidies to the translations of ethnic language publications.

 

9. According to the “Management Regulations for Domestic Organs’ Foreign Direct Investment Exchange Control”, encouraging press and publications enterprises to use their own foreign currency, domestic foreign currency loans or Renminbi exchanged into foreign currency conforming to regulations, or material and intangible assets or other foreign currency asset sources, etc., to conduct foreign direct investment. According to the “Guiding Opinions Concerning Further Moving Forward Work Related to State Culture Export Focus Enterprises and Programme Catalogue”, perfecting press and publications export foreign exchange management, accelerating enterprise export foreign exchange income accounting speed, improving export income cancellation after verification methods, simplifying export cancellation after verification methods.

 

10. According to the “Some Policies Concerning Encouraging and Supporting Cultural Product and Service Export”, encouraging and supporting press and publications enterprises in all sorts of ownership systems to launch, participate in or engage in press and publications product and service export business. Press and publications enterprises engaging in international copyright trade of books, periodicals, electronic or audiovisual products, etc., must vigorously expand export business, expand the proportion of export business in their total business volume, and must cut down on copyright import quantities and import targets to counter the grave import-export imbalance. Supporting publishing group companies and publishers having certain copyright export scale to establish specialized publications enterprises aimed at foreign book markets, corresponding publishing resources may be allocated after approval. Giving certain subsidies to focus export book and audiovisual product translation, and for renting booths to participate in foreign exhibitions

 

II, Further optimizing press and publications resource allocation

1. Supporting publishing media enterprises to establish and complete foreign language periodicals facing international markets, and allocating corresponding publishing resources.

 

2. Granting special support policies to non-public enterprises and Sino-foreign cooperative enterprises developing activities aimed at foreign language markets

 

3. For new science and technology-type Sino-foreign copyright cooperation periodicals, it must be guaranteed that no less than 10% of the original Chinese content of every number is reprinted by the foreign cooperating magazine; For Sino-foreign cooperative magazines extending approval, it must be guaranteed that no less than 15% per number for social sciences and no less than 10% per number for sciences of the original Chinese content is reprinted by the foreign cooperating magazine.

 

4. On the basis of the target of “copyright export quantity” originally contained in rules on publishing work unit level appraisal, at the same time expanding with the two marching out targets of press and publications product and service export income and the number of personnel engaging in international business expansion, and correspondingly expanding power balance.

 

5. Expanding marching out theme quality and variety in the national “12th Five-Year Plan” focus publications theme selection plans.

 

6. Over press and publications enterprises exceeding a trade deficit of 1:3 in copyright trade, focus control is implemented, and effective measures are adopted to make them improve their copyright trade structure.

 

7. Expanding appraisal content related to marching out in press and publications work unit high-level rank appraisal conditions.

 

8. Encouraging and supporting network publishing powerful work units meeting conditions to strive to expand into international markets, researching, developing and publishing digital and network publishing products adapted to international market requirements, that are able to produce a stable foreign flow rate; encouraging and supporting networks publishing work units meeting international online content added value market requirements to establish foreign service websites, striving to achieve that by the end of the “12th Five-Year Plan”, a batch of focus network publishing service work units’ foreign income occupies more than 10% of the annual business value of the work unit.

 

9. Printing enterprises where annually contracted foreign printing processing business takes up more than 30% of main enterprise business, and where the annual foreign processing business volume is 20 million Dollars or more may be considered as national printing and reproduction model enterprises.

 

10. Strengthening quantitative assessment of publishing import and export business, annual export value increase range must be larger than the import value increase range, and import right limits will be imposed according to export achievements.

 

 

III, Forcefully implementing focus projects

1. The “Classic China” international publishing project. Adopting programme management methods to subsidize foreign-oriented excellent selected book topic translation, publication, and popularization, with methods such as copyright export and cooperative publishing, etc., realizing foreign publishing and distribution, raising the international influence of Chinese publications; encouraging excellent publications facing international markets, carrying forward the Socialist core value system, displaying the unique charm of Chinese culture, and reflecting modern China’s excellent bearing and academic levels.

 

2. China foreign book popularization plans. With translation fee subsidy methods, encouraging foreign publishing organs to translate and publish excellent Chinese books. Focusing on recommending works reflecting all aspects of China’s modern society such as politics, economics, culture, etc., and that benefit foreign readers to understand China, and disseminate Chinese culture; works reflecting national major research achievements in areas such as natural science, social science, etc.; works having accumulated cultural value such as introducing Chinese traditional culture, literature, art, etc.

 

3. China-created original network games foreign popularization plans. Organizing China excellent network game publishing enterprises to participate in international activities such as exhibitions, discussions, exchange, etc., raising policy and financial support, accelerating the pace of excellent originally-created network game copyright trade export, encouraging large-scale network game publishing enterprises to vigorously participate in international competition through methods such as copyright export, cooperative copyright, direct investment, etc., raising Chinese network game publishing enterprises and originally-created network game publications’ international competitiveness and influence.

 

4. Chinese publications international sales channel expansion projects. Strengthening cooperation with global and regional large-scale chain bookstores, expanding international mainstream sales channels; integrating and consolidating the present foreign Chinese-language publications sales channels; vigorously expanding publications retail channels such as important international network bookstores, etc. Building international solid retail networks, promoting even more excellent Chinese publications to march out towards the world.

 

5. Focus press and publications enterprises’ foreign development support projects. Acceleration out country’s press and publications enterprises’ overseas development pace, providing support for focus press and publications enterprises’ product export, foreign organ establishment, foreign capital operation, etc. Focusing on supporting 20 foreign-oriented backbone enterprises, through methods such as single investment, cooperation, joint venture, etc., going abroad to establish presses and stations, organizing newspapers and periodicals, opening plants and stores, and opening websites; through many kinds of methods such as share participation, share control, etc., expanding foreign investment, participating in international capital operation and international enterprise management; encouraging and supporting enterprises of all sorts of ownership systems to expand press and publications product and service export business.

 

6. Sino-foreign mutual book translation plans. Expanding the implementation strength of the “Sino-Foreign Mutual Book Translation Plan”, signing bilateral publications exchange and cooperation agreements with 30 focus countries and regions, incessantly augmenting the “Sino-Foreign Mutually Translated Book” series, organizing “Sino-Foreign Mutually Translated Book” exhibitions and bilateral “Sino-Foreign Mutually Translated Book” publishing experience exchange meetings.

 

7. Border regions press and publications sector marching out support plans. Implementing border region press and publications sector marching out support plans, encouraging provinces (regions) such as Xinjiang, Tibet, Yunnan, Guangxi, Inner Mongolia, Liaoning, Jilin, Heilongjiang, etc., to establish closer relationships with neighbouring countries, expanding our country’s press and publications product and services export to neighbouring countries.

 

VI, Perfecting exhibition platforms

1. Strengthening the effect of the Beijing International Book Fair. Through the operation of internationalized brands innovating display forms and methods, raising marketization levels, further letting the Beijing International Book Fair become an important platform for international book copyright trade and an important window to display Chinese culture.

 

2. Forging brands for important international book fair activities where China is the guest of honour. Drawing support from international book fair platforms to organize Chinese guest of honour activities. With respecting cultural diversity and stimulating global harmony as principles, vigorously mustering all sorts of resources to launch many kinds of exchange activities, incessantly expanding copyright trade, fully reflecting the affinity and inspiring nature of Chinese culture, making guest of honour activities become a most effective model for promoting China’s press and publications to march out, influence international public opinion and display the national image.

 

3. Supporting participation in important international publishing exhibitions. Forcefully supporting important international publishing exhibitions such as the press and publication equipment fair, ChinaJoy, the China International Printing Expo, etc. Granting support to press and publications enterprises to participate in the Frankfurt Book Fair, the London Book Fair, the American Book Fair, the Bologna Book Fair, the American Electronic Entertainment Exhibition (E 3), GamesCom, etc., giving rewards to work units and individuals having outstanding achievements in realizing copyright export or material export in foreign important exhibitions.

 

4. Moving forward with a system to attract tendering for international book exhibition hosting rights. According to the rules of international book fair operation, with even better serving press and publications enterprises to march out, accelerating the improving and perfecting of international book fair hosting systems, strongly striving to run a system to attract tendering through participation and hosting rights of no less than 20 international book fairs within two years, and realizing the linking of participation and hosting rights with international operation principles.

 

5. Setting up trading platforms serving neighbouring countries. Vigorously building press and publications trading platforms with border provinces (regions) such as Xinjiang, Guangxi, Jilin, etc., to radiate into neighbouring countries, and strengthening cultural exchange with neighbouring countries.

 

V, Strengthening information services

1. Establishing and perfecting press and publications knowledge bases. Realizing the understanding of trends in the press and publications market situation of focus countries and regions; strengthening research concerning international cultural markets, main state cultural policies and international focus press and publications enterprises; strengthening research of marching out investment risks and safeguard methods. Establishing a “China publications international dissemination strength monitoring system”, to conduct monitoring of our country’s press and publications product’s retail situations in all foreign channels and markets, timely grasping international markets’ requirements of our country’s press and publications products.

 

2.Building information service platforms. Press and publications industry service organs must build a national-level marching out information service platforms in many languages with a translation talent database, copyright trade information database, focus programme database, Sino-foreign writer’s database; to provide comprehensive information services to enterprises on market supply and demand, copyright trade, policy consulting, legal services, translation services, etc.,

 

3. Perfecting statistical target systems. Bringing digital publishing product export, Sino-foreign cooperative publication products, exported copyright of writers and private planning enterprises, and non-public cultural enterprises’ products sold abroad, respectively into press and publications marching out statistical categories.

 

VI, Accelerating the fostering and development of intermediary organs

1. Fully giving rein to the function of existing sector associations, supporting sector associations to establish internal specialized marching out coordination and supervision departments, serving the requirements of enterprises marching out, strengthening self-regulation of enterprises marching out and safeguarding the interests of enterprises marching out.

 

2. Encouraging and supporting enterprises to establish press and publications product and service export stimulation organizations on a voluntary basis, expanding foreign propaganda, concentrating superiority to expand into foreign markets.

 

3. Encouraging social intermediary organizations such as investment stimulation organs, copyright agency organs, talent training organs, legal consultancy organs, exhibition service organs, etc., to strive to launch all sorts of business serving press and publications’ marching out.

 

VI, Expanding talent fostering strength

1. Press and publications talent training organs are responsible for personnel undertaking marching out work for the press and publications system, and conduct specialized training for the system according to the different forms of marching out.

 

2. Establishing marching out talent training bases in border provinces, raising the quality of press and publications enterprises’ businessmen, strengthening talent exchange with border regions.

 

3. Cooperating with large-scale international publishing media groups, launching long-term plans for joint training of international publishing trade talent. Annually, selecting 10 persons having obtained prominent achievements while working in relation to marching out such as copyright trade and material trade within the entire country to go abroad and conduct medium to long-term training; selecting 150 persons related to copyright trade to go abroad and conduct short-term training.

 

4. Stressing the attraction of foreign talents and talents “coming back from overseas”, focusing on giving rein to the function of foreign writers and translation talents.

 

VIII, Perfecting internal mechanisms

1. All press and publications groups and focus marching out publishing work units must establish and complete foreign cooperation organization structures, specially establish “international cooperation departments”, and allocate specialized personnel, to be specially responsible for marching out work.

 

2. Strengthening planning of work unit’s marching out plans, formulating realistic and feasible objectives.

 

3. A special support find for marching out must be established; steps must be adopted to expand marching out talent team training; marching out achievement appraisal mechanisms must be further perfected; coupling marching out achievements with individual year-end productivity evaluation, giving honours and rewards to groups and individuals having launched relatively prominent marching out business.

 

IX, Perfecting honouring and reward mechanisms

1. Making marching out achievements into an important appraisal content in award programmes in the press and publications sphere such as the China Publishing Government Award, the China Excellent Publication Award, the Tao Fen Publishing Award, the National Press and Publications System Advanced Group, Advanced Worker and Model Worker selection, etc., granting an annual circulation of praise to excellent publications, focus enterprises and advanced individuals marching out.

 

2. The State administrative press and publications management department will regularly convene marching out work conferences, and grant corresponding praise and encouragement to enterprises and individuals with prominent achievements in disseminating Chinese mainstream culture, to foreign cultural organs and enterprises vigorously importing our country’s copyrights, and to domestic and foreign media, intermediary organs and friendly personalities having made contributions to our country’s expansion into international markets.

 

3. Forcefully propagating and popularizing all regions, all work units and all departments’ model experiences and model cases in marching out aspects.

 

X, Strengthening organizational guidance

1. All localities’ administrative press and publications management departments must promote press and publication sector marching out to become a “chief leader” project, establish and complete foreign cooperation organs to be especially responsible for marching out work, strengthening personnel allocation, smoothen work mechanisms, and guarantee financial support. They must do guiding, coordination and management work related to marching out well, incessantly innovate work thinking, raise work levels, and provide powerful organizational guarantees for marching out.

 

2. All localities’ administrative press and publications management entities must integrate the realistic circumstances of their regions, and formulate marching out development plans for their regions’ press and publications sectors during the “12th Five-Year Plan” period, roll out support realistic and feasible policies with clear objectives, strengthen coordination and cooperation with corresponding local departments, strive to create a desirable environment for their region’s press and publications sector to march out.

关于加快我国新闻出版业走出去的若干意见(摘登)

为深入贯彻党的十七届六中全会精神,落实《新闻出版业“十二五”时期发展规划》及《新闻出版业“十二五”时期走出去发展规划》,切实提升我国新闻出版业的国际竞争力、传播力和影响力,推动新闻出版强国建设,现就进一步推动新闻出版业走出去提出如下意见。

主要目标

●力争到“十二五”末,版权输出数量突破7000项,引进与输出比例降至2∶1,力争持平;数字出版产品和服务出口金额突破10亿美元,年均增长30%以上;实物出口数量突破1150万册(份、盒、张),出口金额突破4200万美元;印刷服务出口规模总量达到1000亿元人民币。

●力争到“十二五”末,新闻出版业走出去政策体系更加完备;新闻出版企业海外投资额显著增长;培育一批有国际影响力的知名品牌;打造一批实力雄厚、有国际竞争力的走出去龙头企业;培养一批外向型高层次的新闻出版专业人才;走出去国际布局基本完成;我国新闻出版业的国际竞争力、传播力和影响力显著增强。

重点任务

1.加强走出去宏观布局。以发达国家、周边国家和地区为重点,以发展中国家为基础,以海外华文市场为依托,建立起覆盖广泛、重点突出、层次分明的走出去新格局。实施差异化战略,根据不同国家和地区的不同文化需求,采取不同的走出去策略和方式;实施多元并举,鼓励出版集团、专业出版社、数字出版企业和民营企业挖掘自身独特优势,拓展不同领域的国际市场;实施本土化战略,注重与海外资金、技术、渠道、人才等要素相结合,开发推广适合当地阅读和消费习惯的出版物产品;实施以进带出战略,借助国际合作企业的资源优势,带动出版物走出去;实施科技带动战略,发挥高新技术的平台和渠道优势,推动出版物走出去。

2.加快推动版权走出去。切实扩大版权输出数量,进一步改善进出口比例。加大对发达国家、周边国家和地区的版权输出力度,拓展对发展中国家的版权输出,进一步优化版权输出的区域结构。加强主流语种版权输出的同时,进一步加强小语种版权输出,强化单品种多语言的版权输出,不断完善版权输出的语种结构。加强对文学类、科技类、社科类、娱乐生活类等出版物版权输出,扩大版权输出的题材和品种,优化版权输出的内容结构。加强对数字出版产品的版权输出,不断改进版权输出的形态结构。改进合作方式,加大合作出版力度。

3.加快推动数字出版产品走出去。鼓励和扶持新闻出版企业生产更多外向型数字出版产品。实施骨干带动战略,推动数字出版重点企业和产业基地走出去。加快研发数字、网络出版核心技术,积极参与国际标准化事务,占据国际竞争制高点。搭建数字出版走出去内容平台,加快整合传统出版企业内容资源,发挥规模优势,扩大优质在线出版内容增值服务范围、增强内容增值服务能力,全面提升我国数字出版产品的核心价值和数字出版企业的国际竞争力。

4.加快推动实物产品走出去。充分调动各种所有制企业的出口积极性,使实物产品的出口数量和金额继续保持增长。实施品牌战略,加强内容自主创新,重点推出一批弘扬社会主义核心价值体系、展示中华文化独特魅力、反映当代中国精神风貌和学术水准、贴近国外受众文化需求和消费习惯的品牌产品,在大众图书、专业图书、教育图书、大众消费类期刊、专业类期刊、学术类期刊等重点领域打造一批国际知名品牌。丰富实物出口的产品形态,加大图书、报纸、期刊、电子、音像等各类出版产品的出口力度,推动新闻出版产品进入国际主流营销网络,影响国外主流人群。

5.加快推动印刷服务走出去。鼓励印刷服务出口企业拓展海外印刷业务,开拓国际新兴市场。支持国家印刷示范企业建立海外印刷基地。支持印刷复制企业应用低碳科技,在国际市场上推广环保形象和绿色品牌,吸引境外委托客户。鼓励印刷企业在国外建立第三方联络机构,参与国际竞标。

6.加快推动新闻出版企业、资本走出去。整合各种资源,推动新闻出版企业跨区域跨行业跨媒体跨所有制经营和重组,着力打造一批综合性跨国出版传媒集团。重点扶持一批外向型骨干企业,通过独资、合资、合作等方式,到境外建社建站、办报办刊、开厂开店。鼓励有条件的新闻出版企业通过上市、参股、控股等多种方式,扩大境外投资,参与国际资本运营和国际企业管理。引导各类所有制企业有序到境外投资合作,提高国际化经营水平,防范和化解境外投资风险。

7.加快建立走出去国际营销网络。积极实施“借船出海”战略,加强与全球性和区域性大型连锁书店的合作,进一步拓展国际主流营销渠道。积极利用海外资金、人才、管理经验等要素,整合和巩固海外华文出版物营销网络和渠道,进一步拓展海外市场。搭建数字内容资源跨境投送平台,加大对数字出版产品的输出。积极开拓网络书店等新型出版物销售渠道。

8.加快构建走出去人才体系。通过开展出国培训、选派挂职锻炼、促进业务交流与合作等方式,培养版权保护、国际出版贸易、国际出版合作和国际新闻出版编译传播等国际化新闻出版人才,形成新闻出版业走出去人才体系。到2015年,国际化新闻出版人才总量达到10万人。

主要措施

一、有效利用现有扶持政策

1.依照《文化产业发展专项资金管理暂行办法》,以贷款贴息、项目补助、补充国家资本金、绩效奖励、保险费补助和其他经财政部批准的支持方式,对新闻出版走出去企业、项目、实物和相关服务予以支持。

2.依照《中小企业国际市场开拓资金管理办法》,对企业项目(符合条件的中小企业独立开拓国际市场的项目)和团体项目(符合条件的企、事业单位和社会团体组织中小企业开拓国际市场的项目)给予资金支持。主要支持内容包括境外展览会、国际市场宣传推介、国际市场考察、企业培训、境外收购技术和品牌等。对于面向拉美、非洲、中东、东欧、东南亚、中亚等新兴国际市场的拓展活动给予优先支持。支持金额原则上不超过项目支持内容所需金额的50%,对中、西部地区和东北老工业基地的中小企业以及面向新兴国际市场的拓展活动可提高至70%。

3.依照《宣传文化发展专项资金管理办法》,对新闻出版产品和服务出口予以资助;对新闻出版走出去重点图书和专业学术著作出版困难予以补助;对走出去的优秀图书进行奖励;对走出去出版企业和印刷企业的设备更新、技术改造等予以资金支持。

4.依照《关于支持文化企业发展若干税收政策问题的通知》,对出口图书、报纸、期刊、音像制品、电子出版物等新闻出版产品的企业给予增值税出口退税政策。依照《关于鼓励和支持文化产品和服务出口的若干政策》,对企业在境外提供文化劳务取得的境外收入不征营业税;对企业向境外提供翻译劳务和进行著作权转让而取得的境外收入免征营业税;对在境外已缴纳的所得税款按现行有关规定抵扣。

5.依照《关于进一步推进国家文化出口重点企业和项目目录相关工作的指导意见》,通过贷款贴息、项目补助、奖励、保费补助等多种方式支持新闻出版产品和服务等的出口;支持新闻出版企业在境外参展、宣传推广、培训研讨和境外投标等市场开拓活动;支持重点新闻出版产品的对外翻译制作和出版活动。尽快研究建立健全版权等无形资产价值评估体系,制定无形资产价值评估标准,建立无形资产价值评估中介机构和抵(质)押登记、交易平台。进一步完善出口信用保险体系。根据我国文化出口实际情况,采取灵活承保政策,优化投保手续,不断扩大支持规模,为新闻出版企业提供快捷高效的风险保障、融资便利、资信评估和应收账款管理等服务。

6.依照《关于金融支持文化出口的指导意见》,对符合《文化产品和服务出口指导目录》条件的出口类企业和项目给予支持。鼓励新闻出版企业积极运用进出口银行提供的包括新闻出版产品和服务(含动漫)出口信贷、国际会展服务设施建设贷款、境外投资贷款、高新技术产品出口卖方信贷等信贷类业务产品,以及结算、结售汇、贸易融资、对外担保、财务顾问等中间业务产品。对新闻出版企业的境外投资项目、属于软件产品范围的动漫产品出口卖方信贷提供信贷支持。积极探索股权、股票、债券、存货、仓单、保单、出口退税、应收账款、知识产权质押以及由专业担保机构提供第三方担保等组合担保方式,以提高新闻出版企业的融资担保能力。

7.依照《国家出版基金资助项目管理办法》及年度申报指南,对研究中国特色社会主义的学术著作、中国文化经典和科学成果的对外翻译出版项目给予资助;对反映我国改革开放和现代化建设成就,展示当代中国经济社会发展面貌和人民精神面貌的对外翻译出版项目给予资助;对展示中华民族灿烂文化,推广中国文化经典,扩大中华文化国际传播力和影响力的重大出版项目给予资助。

8.依照《民族文字出版专项资金管理暂行办法》,对民族语言文字出版物出口和版权输出等走出去项目给予资助;对民族语言文字出版物的编译给予资助。

9.依照《境内机构境外直接投资外汇管理规定》,鼓励新闻出版企业使用自有外汇资金、符合规定的国内外汇贷款、人民币购汇或实物、无形资产及经外汇局核准的其他外汇资产来源等进行境外直接投资。依照《关于进一步推进国家文化出口重点企业和项目目录相关工作的指导意见》,完善新闻出版出口收汇管理,加快企业出口收汇资金结算速度,改进出口收汇核销方式,简化出口核销手续。

10.依照《关于鼓励和支持文化产品和服务出口的若干政策》,鼓励和支持各种所有制新闻出版企业积极开展、参与和从事新闻出版产品和服务出口业务。从事图书、报刊、电子音像制品等国际版权贸易的新闻出版单位要积极拓展出口业务,加大出口业务在总业务中的比重,对进出口比例严重失衡的要削减版权引进数量和引进指标。支持出版集团公司和具有一定版权输出规模的出版社成立专门针对国外图书市场的出版企业,经批准可配备相应出版资源。对重点出口图书和音像制品的翻译、参加境外博览会的场馆租金给予一定补贴。

二、进一步优化新闻出版资源配置

1.支持出版传媒企业创办完全面向国际市场的外语类期刊,并配置相应出版资源。

2.对完全针对国外外语市场开展出版业务的非公有制企业、中外合资企业给予特殊扶持政策。

3.对新增的科技类中外版权合作期刊,须确保每期有不低于10%的原创中国内容被国外合作期刊转载;对续批的中外版权合作期刊,社科类须确保每期有不低于15%、科技类须确保每期有不低于10%的原创中国内容被国外合作期刊转载。

4.在出版单位等级评估办法中原有“版权输出数量”指标的基础上,同时增加新闻出版产品与服务出口年收入、从事国际业务拓展人员数量两项走出去相关指标,并相应增加权重比例。

5.在国家“十二五”重点出版物选题规划中增加走出去选题的数量和品种。

6.对版权贸易输出与引进逆差超过1∶3的新闻出版企业实行重点监控,采取有效措施促使其改善版权贸易结构。

7.在新闻出版单位高级职称评审条件中增加走出去的相关考评内容。

8.鼓励和支持有条件、有实力的网络出版单位努力开拓国际市场,研发、出版适应国际市场需要的、能够产生稳定境外流量的数字、网络出版产品;鼓励和支持有国际在线内容增值服务市场需求的网络出版单位建立境外服务网站,力争“十二五”末,一批重点网络出版服务单位境外收入占单位年营业额的10%以上。

9.每年承接境外印刷加工业务占企业主营业务量30%以上,且年度对外加工业务营业额在2000万美元以上的印刷企业可以认定为国家印刷复制示范企业。

10.加强对出版物进出口经营单位的量化考核,年度出口金额增长幅度须大于进口金额增长幅度,并按出口实绩配置进口权限。

三、大力实施重点工程

1.“经典中国”国际出版工程。采用项目管理方式资助外向型优秀图书选题的翻译、出版、推广,以版权输出和合作出版等方式,实现对外出版发行,提高中国出版物国际竞争力;鼓励面向国际市场推广弘扬社会主义核心价值体系、展示中华文化独特魅力、反映当代中国精神风貌和学术水准的优秀出版物。

2.中国图书对外推广计划。以翻译费资助方式,鼓励国外出版机构翻译出版优秀中国图书。重点推荐反映中国当代社会政治、经济、文化等各个方面发展变化,有助于国外读者了解中国、传播中华文化的著作;反映国家自然科学、社会科学等领域重大研究成果的著作;介绍中国传统文化、文学、艺术等具有文化积累价值的著作。

3.中国原创网络游戏海外推广计划。组织中国优秀网络游戏出版企业参加国际会展、研讨、交流等活动,提供政策、资金支持,加快优秀原创网络游戏版权贸易输出步伐,鼓励大型网络游戏出版企业以版权输出、合作出版和直接投资等方式积极参与国际市场竞争,提高中国网络游戏出版企业和原创网络游戏出版物的国际竞争力和影响力。

4.中国出版物国际营销渠道拓展工程。加强与全球性和区域性大型连锁书店的合作,拓展国际主流营销渠道;整合和巩固现有海外华文出版物营销渠道;积极开拓重要国际网络书店等新型出版物销售渠道。构建国际立体营销网络,推动更多中国优秀出版物走向世界。

5.重点新闻出版企业海外发展扶持工程。加快我国新闻出版企业海外发展步伐,为重点新闻出版企业的产品输出、境外机构设立、境外资本运营等提供支持。重点扶持20家外向型骨干企业,通过独资、合资、合作等方式,到境外建社建站、办报办刊、开厂开店、开网站;通过参股、控股等多种方式,扩大境外投资,参与国际资本运营和国际企业管理;鼓励和支持各种所有制企业拓展新闻出版产品和服务出口业务。

6.中外图书互译计划。加大“中外图书互译计划”实施力度,与30个重点国家和地区签订双边出版交流与合作协议,不断扩充“中外互译图书”系列,举办“中外互译图书”展和“中外互译图书”双边出版经验交流会。

7.边疆地区新闻出版业走出去扶持计划。实施边疆地区新闻出版业走出去扶持计划,鼓励新疆、西藏、云南、广西、内蒙古、辽宁、吉林、黑龙江等省(区)与周边国家建立更加密切联系,扩大我国新闻出版产品与服务对周边国家的输出。

四、完善会展平台

1.强化北京国际图书博览会的品牌效应。通过国际化品牌运作,创新展示形式与手段,提高市场化程度,进一步将北京国际图书博览会打造成国际图书版权交易的重要平台和展示中国文化的重要窗口。

2.打造重要国际书展中国主宾国活动品牌。借助国际书展平台,办好中国主宾国活动。以尊重文化多样性、促进世界和谐发展为原则,积极调动各种资源,开展多种形式的交流活动,不断扩大版权贸易,充分展现中华文化的亲和力与感召力,使主宾国活动成为推动中国新闻出版业走出去、影响国际舆论、展示国家形象的最有效模式。

3.支持参加重要国际出版展会。大力扶持在中国举办的新闻出版装备展、ChinaJoy、中国国际全印展等重要国际出版展会。对新闻出版企业参加法兰克福书展、伦敦书展、美国书展、波洛尼亚书展、美国电子娱乐展览会(E3)、科隆游戏展(Games Com)等重要国际书展和国际数字出版产品展活动给予支持,对在境外重要展会上实现版权输出、实物出口成绩显著的单位和个人给予奖励。

4.推行国际书展承办权招投标制。按照国际书展运行规律,以更好地服务新闻出版企业走出去为目的,加快改进和完善国际书展承办体制,力争两年内不少于10个国际书展的参展承办权采用招投标制运行,实现参展承办权与国际运行规则的接轨。

5.搭建服务周边国家的交易平台。积极搭建以新疆、广西、吉林等边疆省(区)为中心,辐射周边国家的新闻出版交易平台,加强与周边国家的文化交流。

五、加强信息服务

1.建立和完善国际新闻出版资讯库。实现对重点国家和地区新闻出版市场情况的动态了解;强化对国际文化市场、主要国家文化政策和国际重点新闻出版企业的研究;加强对走出去投资风险和防范手段的研究。建立“中国出版物国际传播力监测系统”,对我国新闻出版产品在国外各个渠道、市场的销售情况进行监测,及时掌握国际市场对我国新闻出版产品的需求。

2.搭建信息服务平台。新闻出版信息服务机构要以信息共享、互联互通为重点,构建翻译人才库、版权交易信息库、重点项目库、中外作家库;搭建多语种的国家级走出去信息服务平台,为企业提供市场供求、版权贸易、政策咨询、法律服务、翻译服务等全方位信息服务。

3.完善统计指标体系。把数字出版产品的出口、中外合作出版的产品、作者和民营策划公司向境外输出的版权、非公有制文化企业在境外销售的产品,分别纳入新闻出版业走出去统计范畴。

六、加快培育和发展中介机构

1.充分发挥现有行业协会的作用,支持行业协会内部设立专门的走出去协调监督部门,服务于企业走出去的需求,加强走出去企业的自律,维护走出去企业的利益。

2.鼓励和支持企业在自愿基础上成立新闻出版产品和服务出口促进组织,扩大对外宣传,集中优势开拓海外市场。

3.鼓励投资促进机构、版权代理机构、人才培训机构、法律咨询机构、会展服务机构等社会中介组织着力开展服务于新闻出版业走出去的各项业务。

七、加大人才培养力度

1.新闻出版人才培训机构负责对新闻出版系统承担走出去工作的人员,按照走出去的不同形态进行系统的专题培训。

2.在边疆省份建立走出去人才培养基地,提高新闻出版企业从业者素质,加强与周边国家的人才交流。

3.与国际大型出版传媒集团合作,开展国际出版贸易人才联合培养长期计划。每年在全国范围内选拔10名版权贸易和实物贸易业绩突出的走出去相关工作人员出国进行中长期培训;选拔150名版权贸易相关人员出国进行短期培训。

4.注重国外人才与“海归”人才的引进,注重发挥国外作者和翻译人才的作用。

八、完善内部机制

1.各新闻出版集团、走出去重点出版单位要建立健全对外合作组织机构,专设“国际合作部”,配备专业人员,专职负责走出去工作。

2.加强对本单位走出去工作的规划,制定切实可行的目标。

3.要设立走出去专项扶持资金;要采取措施加大走出去人才队伍的培养;要进一步完善走出去绩效考核机制,将走出去业绩与个人年终考核效益挂钩,对开展走出去业务较为突出的集体和个人给予表彰奖励。

九、完善表彰奖励机制

1.在中国出版政府奖、中华优秀出版物奖、韬奋出版奖、全国新闻出版系统先进集体先进工作者和劳动模范评选等新闻出版领域奖项中把走出去业绩列为重要的评审内容,对年度走出去优秀出版物、重点企业和先进个人给予通报表扬。

2.国家新闻出版行政管理部门定期召开走出去工作会议。对在传播中国主流文化方面做出突出业绩的企业和个人,对积极引进我国版权的国外文化机构和企业,对为我国开拓国际市场做出贡献的国内外媒体、中介机构和友好人士,给予相应的表扬和鼓励。

3.大力宣传和推广各地区、各单位、各部门在走出去方面的典型经验和典型案例。

十、加强组织领导

1.各地新闻出版行政管理部门要把推动新闻出版业走出去作为“一把手”工程,建立健全对外合作机构专职负责走出去工作,增加人员编制,理顺工作机制,确保经费支持。要做好走出去的相关指导、协调和管理工作,不断创新工作思路、提高工作水平,为推动走出去提供强有力的组织保障。

2.各地新闻出版行政管理部门要结合本地区实际情况,制定本地区新闻出版业“十二五”时期走出去发展规划,出台目标明确、切实可行的扶持政策,加强与地方相关部门的协调合作,努力为本地区新闻出版业走出去营造良好环境

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