What Is Digital Publishing?

Digital publishing is the digital inheritance of human culture. It is an emerging publishing that is based on high-tech such as computer technology, communication technology, network technology, streaming media technology, storage technology, and display technology. It integrates and exceeds traditional publishing content. industry. In digital publishing, all information is stored in the form of a unified binary code in optical media such as optical disks and magnetic disks during the entire publishing process. Information is processed and received by computers or terminal devices. It emphasizes the digitization of content, the digitization of production modes and operating processes, the digitization of communication carriers, and the digitization of reading consumption and learning forms. Although digital publishing started late in China, it has developed rapidly. Currently, e-books, digital newspapers, digital periodicals, online original literature, online education publications, online maps, digital music, online animation, online games, and database publishing have been formed. New formats such as retail and mobile phone publications.

Digital publishing

During the "Eleventh Five-Year Plan" period, the form of digital publishing products in China basically appeared, mainly including electronic books, digital newspapers, digital periodicals, online original literature, online education publications, online maps, digital music, online animation, online games, and database publishing Products, mobile phone publications, etc.

"2013-2017 China Digital Publishing Industry Business Model and Investment Strategic Planning Analysis Report" shows that the total output of digital publishing has expanded from 21.3 billion yuan in 2006 to 105.84 billion yuan in 2010, and mobile publishing, online games and online advertising have appeared It has developed into the three giants of the digital publishing industry; the industrial integration is gradually deepening. With the promotion of the digital wave, the industry boundaries that were strictly distinguished have become increasingly blurred. The mutual integration between content providers, technology providers and channel operators Go deeper.

The field of mass communication has continued to develop. Traditional information communication methods have changed. New media communication methods have quickly seized market share. Interaction has become the basis for the rapid development of the digital publishing industry. Digital technology has become more and more widely used in the publishing field. , Print reproduction, distribution, dissemination and consumption are all closely related to technological progress.

Although China's digital publishing industry has developed rapidly, there is still a certain gap compared with developed countries in the world. The profit model of various links in the industry chain is still not clear. This is mainly due to the lack of corresponding standards in the industry, dislocation of technology and content, and intellectual property rights in digital publishing Not protected. Digital publishing draws readers from libraries and bookstores to electronic equipment terminals at a low price. The low price is not only due to the cost reduction from paper to hard disk, but also because the author's income is squeezed in disguise. Media changes).

In order to promote the healthy development of the digital publishing industry, Chinese government departments have increased their support and legislation for the digital publishing industry. The Twelfth Five-Year Plan for Chinese digital publishing states that digital publishing has become a strategic emerging industry and publishing industry for the news publishing industry. The main direction of development is also an important part of the national economic and social informatization. Vigorously developing the digital publishing industry has become an important strategic task for China to achieve a strong press and publishing power. At the same time, the establishment of related bases in the digital publishing industry and the establishment of industry association alliances have strengthened the protection of digital publishing intellectual property rights and accelerated the construction of digital publishing industry standards. The development of the digital publishing industry is a general trend. China's publishing industry has turned its attention to digital publishing, which comes from the potential of digital publishing itself, and from the country's high emphasis on digital publishing development and policy support. In addition, the changes in readers' reading environment, reading methods, and reading needs are increasing the market capacity of digital publishing. At the same time, due to the inherent nature of the Internet, the increasing development of network technology has made digital publishing significantly more important than traditional publishing. The superiority has given birth to a broader development prospect.

As long as binary technology is used to operate the entire link of publishing, it belongs to the category of digital publishing, which includes the digitization of original works, the digitization of editing and processing, the digitization of print and reproduction, the digitization of distribution and sales, and the digitization of reading and consumption. In other words, digital publishing involves copyright, distribution, payment platforms, and finally specific service models. It does not only refer to editing and publishing content directly on the Internet, nor does it only refer to digitizing traditional print editions, or to traditional things. Scanning to the Internet is called digital publishing. Real digital publishing is relying on traditional resources and using digitalization as a tool for three-dimensional communication.

Mobile publishing belongs to the category of digital publishing. It is an important benchmark for the transition from traditional digital publishing to intelligent digital publishing. It is also based on the popularization of traditional digital publishing through mobile networks and smart mobile devices, combining advanced technologies such as Internet technology, computer technology, streaming media, and cloud storage. Science and technology, sorting, optimizing, and processing a form of publishing of original copyrighted content. The main way for users to present is mobile apps (software applications).

It also emphasizes the mobilization of content, digitization, production mode, digitization of operation management and operation processes, digitization of communication carriers, and digitization of reading consumption and learning patterns. Mobile publishing has developed rapidly in recent years, and is an important opportunity for the transformation and development of traditional publishing, traditional digital publishing, and traditional dictionary industries.

According to statistics, the output value of China's digital publishing industry in 2009 reached 79.94 billion yuan, an increase of 50.6% over 2008, and the industry growth rate continued to maintain a high growth rate. Among them, digital journal revenue was 600 million yuan, e-book revenue was 1.4 billion yuan, digital newspaper (online version) revenue was 310 million yuan, online game revenue was 25.62 billion yuan, online advertising was 20.61 billion yuan, and mobile publishing (including mobile music, Mobile games, mobile animation, and mobile reading) reached 31.4 billion yuan. Online games, online advertising, and mobile publishing have become the top three names in the digital publishing industry.

In recent years, the development of the digital publishing industry has been chanting. According to statistics, the digital publishing industry reached 21.3 billion yuan in 2006, 36.242 billion yuan in 2007, and 53.064 billion yuan in 2008. The output value in 2009 was 3.75 times the output value in 2006, with an average annual growth rate of more than 55%, which is much higher than the growth rates of other industries, and has made a significant contribution to the growth of the national economy. The digital publishing industry has developed rapidly and achieved leapfrog development. .

In 2011, China's digital publishing policy environment has been unprecedentedly favorable, with the highest output value, competition for digital publishing platforms has intensified, and channels have continued to innovate. China's digital publishing revenue for the year reached 137.788 billion yuan, an increase of 31% over 2010's overall revenue. Internet advertising (51.29 billion yuan), online games (42.85 billion yuan) and mobile publishing (36.734 billion yuan) still occupy the top three revenue rankings.

Digital publishing refers to a new publishing method that uses digital technology to edit and process content and disseminate digital content products through the Internet. Its main features are digital content production, digital management process, digital product form, and network of communication channels. At present, digital publishing products mainly include electronic books, digital newspapers, digital periodicals, online original literature, online education publications, online maps, digital music, online animation, online games, database publications, and mobile phone publications (MMS, CRBT, mobile phones). Newspapers, mobile journals, mobile novels, mobile games). Digital publishing products mainly include wired Internet, wireless communication networks and satellite networks.

From a time perspective, the development history of China's digital publishing is not far away, but as a new thing, its development speed has made us unexpected. The coverage of industrial development is even closely related to the work and life of each of us, such as CD, VCD. , DVD, e-book, Internet, MP3, and downloading color ringtones, multimedia messages, book pictures, etc. through mobile phones, these digital publishing products have not only enriched the content and form of publications, but also changed people's lifestyles and consumption concepts.

(I) Improve the basic legal system of digital publishing

At present, China has not issued laws and administrative regulations specifically for digital publishing, and the Digital Copyright Act is not regulated in the Copyright Law. In practice, it is necessary to rely on the foundations of the publishing field such as the Regulations on Publishing Management and the Interim Provisions on the Administration of Internet Publishing. Sexual laws and regulations regulate digital publishing. Therefore, with the rapid development of digital publishing, it is necessary to improve the regulation of digital publishing at the level of legal system construction. On the one hand, taking the third amendment of China's Copyright Law as an opportunity to clarify the work attributes of digital publications and the way of digital publishing protection in the legal provisions; on the other hand, to promote the promulgation of special laws on digital publishing and to promote digital publishing. The meaning of the act, the scope of rights of digital publishing rights holders, and special issues related to digital publishing make more detailed and appropriate arrangements.

1. Clarify what "digital publishing" means

The difference between digital publishing and traditional publishing is finally reflected in the change of value-added methods. The realization of traditional publishing value requires the help of traditional material production methods; the realization of digital publishing value is directly reflected in digital and networked processes.

This digital publishing method, which has gradually got rid of the physical carrier and physical space, has led to changes in the acquisition, production, and distribution methods of publishing behaviors. This change has also directly broken the concept of traditional publishing. To define the concept of "digital publishing" in law, we should pay attention to the following elements: First, digital publishing should be a legal publishing behavior, that is, the essence of digital publishing should also be publishing, and it should abide by the laws and regulations of the publishing field in China. Including the qualification requirements of publishing entities, the review requirements of publications, and restrictive regulations on publication content; secondly, digital publications formed by digital publishing should be edited works with specific forms, that is, digital publishing is different from the general Internet Service behavior must produce works that are recognized and protected by copyright law. Finally, the concept of digital publishing must highlight the characteristics of digital technology and digital communication means, especially the digital characteristics of content forms, content production, and content transmission. Therefore, the author believes that referring to the concept given by the General Administration of Press and Publication in "Several Opinions on Accelerating the Development of China's Digital Publishing Industry", we can define "digital publishing" as "digital publishing refers to the use of digital technology for content editing and processing A new type of publishing that creates digital works and disseminates them through digital means. "

2. Defining the attributes of a "digital publication"

The current development direction of digital publishing is from the digitization of works to digital composite publishing, and the means of multimedia presentation has become the development trend of digital publishing. However, the legal nature of multimedia has not been clarified, and the issue of copyright protection has been controversial. The so-called multimedia refers to the computer system as the core, which integrates data, text and graphics processing, audio, communication and other technologies. A combination of analytical processing power. "

In short, multimedia should have the characteristics of multi-element combination, information technology assistance and interactive use. The text, pictures, sound and other elements contained in it can become the type of works protected by copyright law, but the combination of these elements forms The copyright law does not clearly define the scope to which it belongs. For some of the publications that are digitally published using multimedia methods, it is difficult to find the appropriate category in the copyright law. A considerable number of scholars believe that multimedia should be regulated and protected as a new type of work. This has been reflected in the legislation of some countries or regions, such as the Quantum Media Law of Japan and the Information and Communication Services Law of Germany.

In the process of revising and advancing China's copyright law, it is appropriate to add "multimedia works" as a new form of work. Before the law is amended, the definition and protection of multimedia works can be clarified by issuing administrative regulations, and digital publications that conform to the nature of multimedia can be included in the scope of "other works required by laws and administrative regulations." Before the law has been amended and administrative regulations have not yet been promulgated, multimedia digital publications may be protected by reference to the "compiled works" provisions in the Copyright Law.

3 Clarifying the rights of "digital publishers"

Digital publishers are the disseminators of digital content. Their main bodies include traditional publishers, technology providers, and platform providers. They play a vital role in the formation and dissemination of digital content. Until the advent of the digital age, communicators have never been involved in such a deep and important role in the realization of copyright values and functions. As mentioned above, as a funder, channel, and technology investor, digital publishers, as a key player in the digital publishing process, are involved in the production of digital publications, the dissemination of digital publications, and the realization of the value of digital publications. However, inconsistent with the role of digital publishers in the formation of digital works, China has not proposed protection for digital publishers in the system of neighboring rights that specifically protects communicators, even for traditional publishers. Relatively limitedonly the publisher s exclusive use of typographic design is stipulated, and in China s legislative practice and the ideas of most scholars, the exclusive use of typographic design should be limited to protecting the printed version as a whole, without involving the original graphics Logo.

Under the conditions of digital publishing, the use of specific elements in digital publications is relatively convenient. Digital streaming media has become the mainstream of publishing. Digital publications often add interactivity. When digital publications enter the user's terminal, they are automatically based on Terminal conditions (such as the size, resolution, and shape of the terminal screen) adjust the layout of digital publications. Users can also adjust the layout of digital publications according to their own habits. In this case, if only for digital publishing The exclusive use right of the "overall layout design" will not effectively reflect the return on the economic investment of the neighboring owner. Therefore, in the process of amending the copyright law, we should expand the scope of the rights of digital publishers. In addition to the overall "proprietary use of typographic design," we should give digital publishers the following rights: First, compound copyrights, That is, digital publishers have the right to prohibit others from using their digital publications as a model to generate publications in other digital formats. Second, the right to re-extract content, that is, digital publishers have the right to prohibit others from copying digital publications in any way. All or core parts of the material are used in other publications in a substantial and reproducible way; the third is the right of repeated use, that is, digital publishers have the right to prohibit others from copying or transmitting all or core parts of digital publications without permission.

(2) Improve the digital copyright licensing system

1. Improve quasi-statutory licensing system

The statutory licensing system is an involuntary licensing system and an important supplement to the licensing system in the process of obtaining copyright. It is more reflected in economic and efficiency considerations. As Posner said, in general, the market is the most effective means to achieve optimal allocation of resources, but when the cost of market decisions is higher than the cost of legal decisions, the problem of resource allocation should be solved by the legal system.

The emergence of the statutory licensing system is precisely to resolve the mismatch between copyright protection and the realization of copyright value, and to maximize the benefits through the mandatory intervention of national laws. China's copyright legal license system is clearly stipulated in the Copyright Law.

Article 23, Article 33 (2), Article 40 (3), Article 43 (2), Article 44 of the Copyright Law for the preparation and publication of textbooks and publisher rights for the implementation of nine-year compulsory education and national education planning Statutory licenses, statutory licenses for performer rights, statutory licenses for producers of audio and video recordings, and statutory licenses for player rights are regulated, granting relevant communicators the right to use works without authorization from the right holder, But they need to pay corresponding compensation. Among these five types of legal licenses, one seems to be special, that is, for the legal license of copyright, the legal license system will not be applicable if the author reserves it in advance. For this kind of legal license system that is not very thorough, Some scholars call it "quasi-statutory licensing system", and some scholars think that it should be regarded as "implicit licensing system". In this article, I will call it "quasi-statutory licensing system" for ease of discussion.

According to the massive licensing requirements and value realization characteristics of digital publishing, the circumstances under which the "quasi-statutory licensing system" for digital publishing copyright is applicable, the types of works that are applicable, and the way in which the licensing conditions are formed and applicable conditions should be improved. First of all, the scope of application of the "quasi-statutory licensing system" should be broadened. It should not be limited to the paper type. It should realize two-way communication between paper and digital forms, and realize the mutual reproduction of paper media and digital media. 2. Excerpt from permission. That is, the "quasi-statutory licensing system" under the conditions of digital publishing should be applicable to various situations in which paper media, digital media, and paper media convert to digital media. Secondly, the types of works applicable to the "quasi-statutory licensing system" should be expanded. The existing system is only applicable to the representation of graphic works such as written works. For digital publications in the form of multimedia collections, such reprinting and editing activities are broadened to recording Products, video products, photographic works, computer software and other work forms will be inevitable requirements for realizing the value of the "quasi-statutory licensing system". Third, the "publication announcement system" should be used for reference to make the determination of authorization conditions more open and fair, that is, it is clearly stipulated in the law that digital publishers "should announce the works to be provided and their authors, Standard. If the copyright owner does not agree to provide the work within 30 days from the date of the announcement, the digital publisher shall not provide its work; if the copyright owner has no objection within 30 days from the date of the announcement, the digital publisher may provide its work and The published standard pays the copyright owner. After the digital publisher provides the copyright owner's work and the copyright owner does not agree to provide it, the digital publisher shall immediately delete the copyright owner's work and pay the copyright owner in accordance with the published standard during the period of providing the work. Remuneration. If the copyright owner of the work cannot be found, the remuneration can be paid to the relevant collective copyright management organization. "Finally, the applicable conditions of the" quasi-statutory licensing system "are restricted, and in particular it should be made clear that the work used should be used more than the first time. The statutory licensing system can only be applied after the profitable period of publication, so that Ensuring that the economic benefits of the previous publishing act are fully protected, and also ensuring that the involuntary licensing behavior, such as the statutory licensing system, does not unduly infringe on the boundary of the voluntary licensing behavior, such as licensing. However, the determination of specific time-limiting conditions should be fully demonstrated. Some scholars believe that this time is appropriate for half a year, but the author believes that it can be shorter.

2. Advocating Creative Commons License Agreement

There are usually two ways for rights holders to obtain rights, one is through voluntary licensing such as authorization, and the other is through involuntary licensing such as statutory or compulsory licensing. At present, China s digital publishing involuntary licensing system is relatively backward and the application conditions are strict. How to broaden the channels and ways of licensing and innovate the way of licensing will become a solution to the contradiction between the strong content demand and low licensing efficiency of digital publishers at this stage. only way. Examining the existing rights authorization models, there are mainly three types of direct authorization, indirect authorization, and implied permission. These authorization forms are mostly closed-end authorization models, which cause the rights owner to stay in the state of selling for a long time, and the rights Demanders are facing an asymmetric state of information without rice. The above-mentioned relationship between rights holders and demanders is not conducive to the development of licensed activities and the prosperity of copyright transactions.

In order to solve the above-mentioned problems, a type of Creative Commons License Agreement (Creative Commons Agreement, "CC Agreement") appeared in people's vision, which brought the gospel to knowledge sharing and dissemination in the digital age, and also for digital publishing. Exploration of the authorization model provides a good reference. In a broad sense, the CC agreement is a type of authorized offer model. It consists of a series of copyright license agreements issued by the Creative Commons Organization in December 2002, and is freely used by the general public. The purpose of this agreement is to help literary creators, artists, songwriters and other creators to identify the rights status of their works on their own works, and to remind other users of the scope of their own use. The agreement is composed of "signature", "non-commercial use", "prohibited deduction" and "shared in the same way" and other elements. According to the combination of specific rules, the CC agreement mainly has six types of core license agreements, which are: "signature Non-commercial use-no deduction (by-nc-nd), attribution-non-commercial use-sharing in the same way (by-nc-sa), attribution-non-commercial use (by-nc), attribution-no deduction (by-nd ), AttributionShared (by-sa) and Attribution (by) in the same way. "

Take the "signed-non-commercial use-by-nc-nd" agreement as an example, which means that as long as the author's name is established and a link is established with the author, others can legally use and share the work with others, but The user must not make any form of modification or commercial use of the work. After the author has created the work, he can choose any of the templates provided by the CC agreement. After the selection is completed, the system will generate three expressions of the license agreement, which are ordinary text, legal text and metadata. Used in different situations.

Published since 2002, since the CC license agreement, the Creative Commons has revised it three times. The latest version (CC agreement version 3.0) is currently updated in early 2007, and public discussions on version 4.0 are officially ongoing.

At the same time, the localization of the CC agreement is also continuously promoted. On March 29, 2006, the China Mainland version 2.5 CC series license agreement was released in Beijing, and the CC China project official website was also opened for operation.

Today, portal sites such as NetEase, Sohu, Tencent, and professional video sites have successively opened "public lesson" platforms on web terminals or mobile phone terminals. These public lesson platforms provide a large number of well-known universities including Yale, Oxford, and Stanford. The free educational resources provided greatly facilitate the public's access to high-quality, low-cost learning resources. The resources used by these open class platforms are Open Educational Resources (OER) released under the CC agreement abroad. It can be said that the introduction of the CC Agreement in China has already affected the cultural consumption life of Chinese people and will help to prosper the cultural industry of our country. Practice has proved that in the process of digital publishing, an open copyright self-service agreement is promoted, and the use of a knowledge sharing license agreement such as the CC agreement can effectively protect the copyright protection and value realization of authors.

3 Give collective management organizations extended management rights

Digital publishing brings a large number of frequent copyright trade demands. This high-frequency and massive copyright licensing demand has spurred people's pursuit of collective copyright management organizations. Seeking a breakthrough in collective copyright management systems has become the main way for people to solve the dilemma of digital publishing licensing. . "Collective copyright management refers to the unified management of certain social organizations over the inconvenience of copyright owners to exercise their own rights or difficult prior rights. It is a collective management organization that represents copyright owners, authorizing users of works to use the works of members of that organization, and A social act of collecting copyright royalties and distributing them to copyright owners. "

There are three main aspects of the rights of collective management in the copyright laws of various countries: first, the right holders authorize the rights to exercise collective management organizations; second, the copyright law provides that certain rights are enforced by collective management organizations; and third, extended collective management.

In China, the Regulations on Collective Copyright Management give copyright collective management organizations the right to sign licensing contracts, collect and transfer royalties on their behalf, and conduct litigation on their behalf. These collective copyright management functions derived from authorization are used in digital publishing. Under the conditions, it will be difficult to adapt to the actual needs. The introduction of extended collective management has become the only way for copyright collective management organizations to further improve their own functions, to fully realize the value of works by rights holders, and to more effectively realize the rights of publishers.

"Extended collective management, that is, when collective management organizations authorize users to use it, they not only have the right to license the rights of members, but also the rights of non-members, but the law stipulates that they are suitable for collective management. Non-members can disagree with the collective afterwards Manage the authority of the organization, thereby prohibiting users from making use of it. "

The establishment of an extended collective management system can give copyright collective management organizations the right to sign a valid package of license contracts with users without the authorization of non-members, but they should allocate remuneration to non-members and at the same time This type of management will not be effective if it is explicitly rejected. This extended management system is a system that is strictly constrained. The right holder has a relatively smooth "exit mechanism." There is no need to worry about the copyright collective management organization causing damage to the rights of the right holder or causing the collective management organization to form an unreasonable monopoly position. Under the conditions of digital publishing, in the face of massive information dissemination, rapid transmission speed, and wide-area dissemination space, if the content authorization work still depends on the one-to-one prior authorization model, the advantages of the collective management system will be lost. In the face of a blowout-style work creation environment, it is naturally impossible for a collective management organization of copyright to obtain comprehensive pre-authorization rights, but users still need to have a risk-free authorization channel that can sign a package agreement under digital publishing conditions, and take a step back. It can find a way to legally use works by paying license fees to specific subjects to reduce the risk of publishing infringement. In this case, it is particularly important to extend the management right of non-member rights to the collective management organization of copyright. Moreover, as the only non-profit copyright management organization in a specific field in the country, it should be responsible for collecting and transferring non-members' remuneration. Of course, the establishment of an extended management system is conditional and must be based on a more comprehensive collective management system. On the one hand, the collective management organization must be fully representative and well-functioning, and on the other hand, the collective management mechanism is relatively complete. Established a mature license fee collection and distribution mechanism, perfect digital processing technology, and high-level international coordination capabilities.

Therefore, at the beginning of the establishment of an extended collective management system, our country must introduce a more detailed collective copyright management system, with more specific provisions on copyright authorization, royalties collection, and distribution of royalties, in order to establish more To improve the collective management system.

(3) Improve the digital copyright transfer system

The emergence of digital publishing has perfectly realized the combination of technology and art, and also provided a platform for energy release for the fusion of the two, making traditional publishing content a new channel of added value. "The wealth and commerciality of copyright property rights imply the necessity of distribution of benefits and transactions; the dissemination and practicality of copyright property rights reflect the feasibility of transactions."

Digital publishing itself relies on digital technology and digital platforms to prosper the digital copyright transfer market. In the process of increasing the value of digital copyright, digital copyright transfer is an important way to achieve it. Improving the copyright transfer of publications and promoting the prosperity of the copyright transfer market will become an issue that must be paid attention to in constructing a legal system for digital publishing in the new era.

1. Promote the marketization and informationization of public services for copyright transfer

It is generally believed that "public copyright services are for the purpose of safeguarding the public interest, and in accordance with the law, are protected by copyright administrations or other organizations authorized by the government in the public domain around the economic relations that arise from the creation, use, protection and management of copyright in the public domain. Various services provided ", the institutions that provide the above services are copyright public service agencies, and generally include collective copyright management organizations, copyright associations, works registration agencies, copyright agencies, copyright protection centers, copyright trading centers, and so on. Copyright public services can include content such as trade support, dispute resolution, information support, education and publicity. China's copyright public services started late, and public services specifically for digital publishing copyright transfer are few. A complete copyright public service can greatly improve the efficiency of copyright transfer, reduce the risk of copyright transfer, and then greatly promote the prosperity of the copyright transaction market.

Therefore, high-quality copyright public services, a sound copyright intermediary service agency, and a sound copyright public service system will effectively optimize the copyright trading environment. To improve copyright public services, we need to do the following two tasks based on the characteristics of digital publishing:

On the one hand, improve market-oriented operation mechanisms. The "Twelfth Five-Year Plan" clearly states that for the prosperity and development of cultural undertakings and cultural industries, it is necessary "to adhere to the common cultural undertakings and operating cultural industries with one hand, and always put social benefits first, and realize the organic unification of economic and social benefits. At a macro level, by introducing some competitive and highly operational digital copyright public service projects to the society, saving money and investing in other basic digital copyright public services, and introducing multi-agents on the basis of adhering to non-profits Competition mechanism and diversified incentive mechanism to improve service quality, innovate service content, and expand service targets. At the micro level, the introduction of modern management concepts and market-oriented management models within copyright public service agencies, "introduced the board system into its governance mechanism. The establishment of the board of directors has changed the traditional practice of the government to comprehensively manage and operate public service agencies, The release of the government from the busy daily work has also made the management of public service organizations more professional and efficient, which has greatly improved the organizational governance mechanism and management efficiency of public service organizations. "

On the other hand, improve the information operation mechanism. Under the conditions of digital publishing, copyright is facing huge challenges, and copyright services are also facing huge changes. First, demand for copyright services has changed. Facing the massive information and rapid dissemination of digital publishing requirements, the types of copyright rights are complicated, the subject of rights is enlarged, the probability of infringement is increased, and network evidence collection is difficult. The basic copyright services undertaken by copyright public service agencies will be greatly extended, and new copyright service contents will emerge in large numbers. Only by using the copyright information operation mechanism can we effectively face the impact of information technology on copyright services. On the other hand, there are changes in the way copyright services are provided. Relying on the Internet for copyright publicity and education, trading platform construction, and information disclosure delivery not only greatly reduces costs and improves efficiency, but also facilitates the participation of rights holders and social supervision. Therefore, in the process of concretely establishing a copyright public service agency, we must take the state to promote the development of e-government as an opportunity to actively put information online and promote paperless, electronic, and informatization operations to facilitate the development of digital copyright trade.

2. Build a transfer platform and extend the links and levels of services

The huge transaction risks brought by information asymmetry have greatly restricted the further expansion of the copyright transfer market. For digital copyright transfer, we need to build a more transparent and reliable copyright transfer platform for it, to provide both parties with more comprehensive copyright information and a more secure trading environment, thereby reducing transaction risks and improving transaction efficiency. The copyright transfer platform should be able to provide "four links and two levels" of services to meet the needs of society.

The services provided by the copyright transfer platform run through the four links of copyright creation, use, protection and management. In the creation link, the service content is mainly focused on encouraging creation, and stimulating the author's enthusiasm for creation by creating an atmosphere of advocating knowledge and protecting intellectual property rights in the whole society; In the application link, it mainly facilitates the use of copyright through trading platform operations and copyright evaluation, and realizes the comprehensive protection of rights through collective management organizations. In the protection link, it mainly provides support through collective rights protection and dispute resolution. In the management link, Guiding enterprises on copyright management, formulating corporate copyright strategies, and providing services such as copyright knowledge training. The above-mentioned "four links" services should be connected and coordinated with each other. In general, a copyright transfer center as the main body to build a copyright transfer platform and provide corresponding copyright transfer services will further meet the needs of digital publishing for copyright authorization. The services provided by the copyright transfer platform in the digital publishing process can be divided into two levels: basic copyright services and other copyright services. Basic copyright services are mainly guaranteed basic services, and their marketability is weak. Relying on government financial support, such as the establishment of copyright trading platforms and mediation of copyright disputes; other copyright services, such as copyright litigation agents, can introduce market-oriented mechanisms to reduce government fiscal expenditures in this area. This division at different levels helps us to use state funds more effectively in the process of optimizing the trading environment and guides society's enthusiasm for investment in digital copyright transfer. At the same time, the service function of the copyright transfer platform should be strengthened. The establishment of a copyright transfer platform based on the entire process of creation, dissemination and use of works, and the provision of multi-functional and multi-range copyright comprehensive service technical support will greatly promote the realization of copyright transfer. Contribute to the soundness of the copyright transfer market.

In recent years, China's copyright trading center has developed rapidly and the copyright transfer platform has developed strongly. However, based on the increase in the number, we should pay more attention to qualitative improvement, especially the cultivation of the advantages of our own key regions and industries. At present, there are three copyright exchange centers in Beijing alone: Beijing National Copyright Exchange Center, Renmin University of China Copyright Exchange Center, and Beijing International Copyright Exchange Center.

Therefore, there is an urgent need to integrate homogeneous and similar business copyright trading centers, and strive to build a number of regional, industry-focused, and powerful copyright trading centers across the country. "An authoritative, online copyright trading platform will greatly facilitate digital copyright transactions. By then, as buyers and sellers of copyright, they only need to select copyright on this platform and then pay for it. Let this platform undertake copyright review and clear information. Work, which would normalize copyright transactions. "

It is a useful exploration to set up a digital copyright trading platform led by more influential organizations in the industry. In order to help media such as newspapers and broadcasters make more profits from news services on mobile phones and other wireless devices, the Associated Press decided to set up a digital rights trading center. The Copyright Exchange will act as a member of media reports, photos and videos on license negotiations. Except for the management fee of about 20%, all other copyright proceeds belong to the member media.