A Research On The International Competitiveness Of China's Cultural Trade

In recent years, with the in-depth development of economic globalization, cultural trade has become an important component of international trade and a new point of economic growth as a a new form of trade. However, the amount of China's cultural trade is always in a huge deficit, especially exports are even fewer of core cultural products. The reason is that the international competitiveness of our products is too weak. Therefore it has become a serious problem to improve the international competitiveness of China's cultural trade and promote exports of cultural products.In this article, firstly, the author analyzes the present situation of China's cultural trade development and then makes a comparative analysis with South Korea on content and structure of cultural trade. The result shows that the structure of China's cultural trade is imbalance and the amount of core cultural goods and services are in a serious deficit. Subsequently, on the basis of research many factors which affects cultural trade's competitiveness, the author establishes the evaluation index system about cultural trade's international competitiveness from two levels which are formations of competitiveness and reasons of competitiveness, then gives the methods of how to calculate the index of trade flows. In the fourth chapter of this article, the author establishes the double logarithmic model on factors which impacts competitiveness of cultural trade firstly and does a reunification by using time-series datas 1991-2007, the results show that Human Development Index, per expenses of information and communication technology, the rate of penetration personal computer are main factors affects cultural trade international competitiveness. Then the author uses the indexes system and SPSS software to measure the international competitiveness of china's and other 11 countries'cultural trade with the various data of 2007, then compare the situation of all countries'competitiveness from a the various categories of indicators, the results shows that the synthesis index of China's international competitiveness ranks 11 just higher than India indicating China's international competitiveness is in a serious disadvantage and factors which are core elements to decide international competitiveness is in a serious shortage. In the basis of the former analysis, the author give some micro-proposals form the national and enterprise levels to enhance the competitiveness of China's cultural trade such as improve cultural policy and institutions, establish cultural industry chain, develop actively the cultural industry of high-quality personnel, the implementation of brand strategy. At the end of this paper, a summary of main conclusions are made and inadequacies of the study are pointed out.