| Abstract:Copyright is composite rights including main rights and all kinds of subsidiary rights. in this thesis,"Copyright resources value-added use" means use one kind copyright first, generally paper edition’s copying right and distribution rights, then exploitation and utilization one or more of the rights once again, generally referred to subsidiary copyright, such as translation rights, electronic copyright, network communication right, works adaptation right, film and television production rights, the book image use rights, to increase economic and social benefits. The meaning of "value-added use" in the "Copyright resources value-added use" is again use except initial use, but does not refer to the repeated use of the same kind of specific rights. In this paper, the object of copyright resources value-added use mainly limited to books and periodicals.Copyright industries developed countries attach great importance to copyright resources exploitation and utilization, and achieved remarkable results. Publishing companies in these countries are generally set up copyright organizations, centralized management of Copyright operations, be extended copyright industry chain. In addition, the publishing companies in copyright industries developed countries attach great importance to the publishing profits through the copyright exportation. At present, the global income of book copyright trade has far exceeded the total income of the world’s books direct trade.Compared with copyright industries developed countries, China’s copyright resources have not been fully utilized. The main performance is that many publishing companies focus only on using of paper edition’s copying right and distribution rights, but ignoring the exploitation and utilization subsidiary rights, a large number of copyright resources are idle and waste. On the one hand, because the publishing enterprises lack a deep understanding of the value-added use of copyright resources, no master methods and strategies of copyright resources value-added use, no ability to conduct copyright resources value-added use. On the other hand, China has no conform favorable the policy environment to copyright resources value-added use.Publishing companies in china for the first time use copyright are generally copying and distribution rights, this use pattern obtain the profit is limited. Especially, macro environment and industry environment of publishing industry is faced great changes. The traditional book publishing has entered the "little profit era". While value-added use of copyright is generally subsidiary rights. Exploitation and using a variety of subsidiary rights not only increase the profits of the publishing companies, but also eliminate variety costs for initial copyright exploitation. To achieve the low-input high return purpose of publishing companies, and improve the economic benefits of publishing companies, change the traditional publishing companies profitability difficult situation.In this paper, putting forward the concept of "copyright resources value-added use", purpose to in-depth study of the methods and policies of copyright resources value-added use, promote publishing enterprise deep exploitation and use copyright resources, in order to improve the utilization effectiveness of our copyright resource, development of China’s copyright industry.The thesis consists of seven parts:1、Introduction. The paper defines the concept of "copyright resources value-added use", research the model of copyright resources value-added use, introduction research significance, research state, research methods, research content. The author retrieved domestic and abroad database, found that directly related papers to "copyright resources value-added use" is minimal. So expand the retrieval range according to the connotation of copyright resources value-added use, retrieved from copyright trade, subsidiary Copyright, digital rights, copyright protection Etc, and then summed.2、Theoretical foundation and legal basis of copyright resources value-added use. In this study, marketing theory, scale economies theory, long tail theory, institutional change theory are applied as the theoretical foundation. The basic content of various theories were introduce, and enlightenment for the copyright resources value-added use. These theories can help us to deepen understanding the nature of the problem, enrich theoretical system of the study. And use Contract Law, Copyright Law, and Information Network Transmission Right Protection Ordinance as the legal basis for this study. These legal basises provide a strong guarantee for copyright resources value-added use.3、Domestic and foreign situation of the copyright resources value-added use. First, overview the current situation and of the copyright resources value-added use of copyright industries developed countries. The motivation has three main aspects:the formation of new economic form; mature market operation mechanism; Perfect copyright regulations and policies. Then throughout the course of China’s copyright resources value-added use. Analysis the situation of China’s copyright resources value-added use, finally, comparing the current situation of our country and abroad, to find our gaps, include the following six aspects:not enough emphasis on copyright resources value-added use; many publishing companies haven’t the ability to cross-media Operations; the copyright industry chain is still not perfect; not paid attention to the copyright export; copyright marketing environment is not ideal; copyright agency insufficient.4、The mode study of publishing companies’copyright resources value-added use. Put forward two basic modes of the copyright resources value-added use:One is publishing companies self-exploit copyright resources, including other paper version publication except the first publication, digital publishing, Network Publishing, self-production derivative work etc; The second is by transfer or license subsidiaries copyright to others, indirectly achieve copyright resources value-added utilization, including transfer or license of the other paper version rights except the first publication, transfer or license of the newspaper serial rights, transfer or license of the digital publishing rights, transfer or license of the network information dissemination rights, transfer or license of the translation rights, transfer or license of the adaptation rights, transfer or license of the film and television production rights, transfer or license of the performance rights, transfer or license of the book image rights. And conduct cost-benefit analysis for the two basic mode of copyright resources value-added utilization, to determine the conditions and feasibility of the both mode.Publishing companies self-exploitation and utilization need higher cost, because in addition to the publication of the paper version, the publishing companies self-conduct subsidiary copyright need to restructure institutions, introduction talent, additional equipment, therefore need a lot of funds, This value-added mode is generally more suitable for the large-scale Publishing&Media Group with capable of cross-media operations, furthermore seriation media group most likely to achieve the maximize efficiency.of copyright resources value-added use by this value-added mode.If publishing companies power and resources limited, Unable to use its own copyright fully, publishing companies tend to make some of their can’t use copyright transfer or license to other units, and can exploitation and utilization subsidiary copyright by cooperation achieve copyright resources value-added indirectly.The cost of copyright resources indirect value-added use is lower than value-added utilization directly and book distribution, and it brings great economic benefits, however this low-cost use mode is still not been fully utilized in China. It is estimated that, in our current circumstances, if the subsidiary rights sales implementation decent, profits of the publishing companies can obtain an increase15%on the basis of issued book. 5、 The strategies study of publishing companies’copyright resources value-added use. The right strategy is more conducive to the realization of the goals of copyright resources value-added utilization. Strategies are divers, publishing enterprises should be based on its own conditions and the market environment to choose use.This article provide for publishing companies with the corresponding strategy:include organizational and team building strategies, control copyright resources strategy, copyright trading strategies at domestic and abroad, cross--media business strategy, copyright industry chain building strategy.6、The policy supply study to promote copyright resources value-added use. China’s copyright industry is still in the early development stage, which requires a series of inclined and protective policies to support. This article recommends policies to promote our copyright resources value-added utilization has:the policy to promote deep exploitation and utilization copyright resources, including encourage formation publishing group, help publishing corporate financing; the policy to promote transfer exploitation and utilization copyright resources, including perfect legal system of copyright protection, formulate reasonable copyright tax policy, development of copyright agency system, improve our copyright registration and publicity system, improve the system of copyright collective management, establish copyright industry statistics system, financial support for copyright export, set up copyright trade associations, etc. And put forward reasonable policy recommendation to deal with the interests balance between copyright owners, copyright operators and the public.7、Conclusion. make summary and Prospect future.The main innovations of this thesis as follows:(1) Putting forward the concept and theoretical framework of the "copyright resources value-added use"。(2) Composite applying marketing theory, scale economies theory, long tail theory, institutional change theory are applied, comprehensive and in-depth analyze copyright resources value-added use. Enrich the theoretical basis.(3) Logical induction the mode of the copyright resources value-added(4) Putting forward reasonable policy recommendations to deal with the interests balance between copyright owners, copyright operators and the public. |
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