A Study On International Marketing Strategies Of China's Cultural Products

Along with economic globalization, countries have contacted, cooperated and interacted with each other on a more frequent basis, cross-cultural communication has improved day by day, and different cultural ideas have spread around the world. In such a situation, cultural industry has developed rapidly, and especially the export of cultural products has become a new area of growth in international market.However, in China, cultural industry, especially the entry of cultural products into international market, is still in its infancy. Therefore, in current China, there is a great lack of detailed and systematic studies on international marketing strategies of China's cultural products.The main research purpose of this study is to pertinently put forward some international marketing strategies which can be adopted by China's cultural enterprises to enhance the competitiveness of their products in international market, promoting the prosperity of China's international cultural trade, and boosting the sustained and sound development of China's national economy.In this paper, with an integrated use of literature research method, research method of combining macro analysis and micro analysis, quantitative research method and case study approach, the author makes a comprehensive analysis on the status quo of the international trade of cultural products, systematically analyzes international marketing environment which China's cultural enterprises are facing in current financial crisis, and further makes a SWOT analysis on China's cultural products, and finally puts forward some target marketing strategies and marketing mix strategies which can be used by China's cultural enterprises when they intend to make their products enter international market.This paper holds an opinion that there are some external and internal adverse factors which have affected current export of China's cultural products. However, with opportunities like economic globalization and China's economic development, China's cultural enterprises have a chance to fully foster strengths and circumvent weaknesses, and scientifically choose their international target markets. According to geographical location, the international target market of China's cultural enterprises should be Asian market, North American market, European market, and other markets in the order of priority. And then, considering their own conditions, China's cultural enterprises can position their products as cultural products with advantages in low cost and cultural resources in their international target markets. And based on their market positioning, they can make appropriate international marketing mix strategies, such as establishing brand images, making low-cost pricing strategies, enhancing distribution channels, and strengthening promotional force, in order to enhance their competitiveness in international market. In a word, culture is generally called as the soft power of a nation, and cultural products are an important carrier of culture. Therefore, if China wants the world know it in all dimensions, it has to promote the export of its cultural products. And in this process, for a China's cultural enterprise which is in the pursuit of international development, it needs to use various international marketing strategies to promote the international sale of its cultural products.