II. Guiding thought, basic principles and planning objectives

1. Guiding thought. We should completely implement the tenets of the Seventeenth National Congress of the CPC, take Deng Xiaoping Theory and the important thought of Three Represents as our guide, and thoroughly apply the Scientific Outlook on Development. We should, by concentrating on all objectives and tasks for the development of cultural industry as determined in the Outline for the Culture Development Planning during the National 11th Five-Year Plan Period as well as on the emphases of the present cultural system reform, vigorously foster the market participants, accelerate the transformation of the mode of development of cultural industry, further emancipate and develop the cultural productivity, earnestly protect the cultural safety of China, promote the rapid and sound development of the cultural industry and make the cultural industry become a new growth point for the national economy.

2. Basic principles. We should always put social benefits in the first place and try our best to realize the unity of social and economic benefits. We should take the system reform and the scientific and technological progress as the engine to enhance the vitality of the development of cultural industry and improve the cultural innovation capabilities. We should follow the path of development of cultural industry with Chinese characteristics, study and absorb the excellent culture of the world and actively promote the prosperity and development of Chinese national culture. We should adhere to stressing the structural adjustment, speed up the progress of major projects and expand the scale of the industry so as to enhance the entire strength and competitiveness of the cultural industry. We should stress the domestic and overseas markets, actively expand the domestic and overseas markets and enhance the international influence of the Chinese culture.

3. Planning objectives. We should finish transforming commercial cultural entities into enterprises, further improve the participants of the cultural market, enhance the vitality of the participants of the cultural market, expand the scale of the cultural industry and give full play to the function and role of the cultural industry in promoting the economic and social development.

(1) To further improve the participants of the cultural market. We should, under the principle of innovating in the cultural system, transforming the mechanism, catering to the market and enhancing the vitality, basically finish transforming commercial cultural entities into enterprises so as to further improve the participants of the cultural market and further enhance the vitality of the participants of the cultural market.

(2) To further improve the cultural industrial structure. We should obviously boost the development of culture through major sectors and projects, rapidly develop the cultural creations, film and TV program production, publication, printing and replication, advertising, performing arts and entertainment, cultural exhibition, digital content, animation and other sectors, make important progress in the capital-based merger and reorganization of cultural enterprises and strive to form a batch of backbone cultural enterprises and conglomerates which can conduct business operations across different regions and different sectors, are competitive in the market and have an output value of more than 10 billion yuan.

(3) To further enhance the cultural innovation capabilities. We should make substantial progress in making innovations to the cultural system, obviously enhance the vitality of development of the cultural industry, form a market-oriented cultural innovation system in which the enterprises act as the main bodies while the enterprises, universities and research institutes are cooperating with each other, further enhance the original creativity of culture, widely apply the digital and network technologies and obviously improve the equipment and scientific and technological content of the cultural enterprises.

(4) To further improve the modern cultural market system. We should give better play to the fundamental role of the market in the allocation of cultural resources, ensure the reasonable circulation of cultural products and productive elements, further develop the urban and rural cultural markets, make the modern circulation organizations and forms gradually become the major forces in the cultural circulation sector, incessantly expand the cultural consumption sector and obviously increase the weight of cultural consumption in the consumption of urban and rural residents.

(5) To further expand the export of cultural products and services. We should form a batch of overseas-market-oriented backbone cultural enterprises and international well-know brands, further expand overseas cultural trade channels and networks, bring a big increase of export of cultural products and services, obviously reduce the cultural trade deficit and make the export of cultural products and services become an important growth point in China's trade and export of services.