Chinese Culture As An Export PRODUCT-How China Can Commercialize Their Culture And Establish It In The Western World.an Analysis Of Contemporary Market Potentials On The Example Of Germany

Chinas rise is mostly defined by economical influence and power on a global stage. Since the opening policy of Deng Xiaoping constant development and change have influenced internal structures and had a mayor influence on the global power balance. As history teaches us countries, which develop in an economical sense, also establish tools to raise cultural influence. Japan and India are recent examples of that, and if Chinas culture is spreading with the speed of the growth rate of its economy it is about to become a new cultural powerhouse and a serious competitor to the United States of America. The potential is built up on a Chinese heritage that is dated at least3000years ago. But culture nowadays is not purely seen as heritage and ancients pottery. Culture is "the shared patterns of behaviors and interactions, cognitive constructs, and affective understanding that are learned through a process of socialization. These shared patterns identify the members of a culture group while also distinguishing those of another group." The next trend of socialization kicks out the pottery and opens doors and gates for the iPod. Today, Culture is where the mainstream is and this is clearly defined in the street life of Chinas new economical metropolitan capitals like Shanghai, Beijing or Guangzhou.This thesis is about to understand how Chinas contemporary culture is shaped. It surveys which cultural segments are developing into potential export industries and how they can be used to strengthen Chinas cultural influence in the world. It considers the present foreign politics and the future plans for the next3years.Furthermore the potential of the German market, as an example of Western culture, is researched. Niches for Chinese companies and No-go’s are identified and evaluated under the perspective of a long-term market penetration strategy. The results are backed up by the common image of China and its government and consider the role of the sender in the communication process. Practical case studies conclude the deliberations.The positive example of the Chinese culture year of2012in Germany is examined and inferences are drawn from that example about further measures. This event is a starting point to build up Sino-German relation beyond economy. Advises for future developments are given from a German insight perspective.The German culture market offers a lot of chance though the own creative economy is a growing industry. The German government welcomes international cooperation’s in segments like digital engineering, multimedia productions, digital art and creative entrepreneurship.The achievements so far put China on the right track and provide a good starting point for further cultural export. These objectives are well grounded in the future governmental plans for Chinas international development. The Olympic games in Beijing2008or the Shanghai Expo in2010are the first results among others of the efforts to gain a foothold on the global culture map. How far the country’s internal cultural potential already rose and which slight improvements pledge better further outcomes is the conclusion of this thesis.One key insight is that Chinas cultural influence is tightly connected with its economical progress. Hence Chinese brands have to be established international and the status of background producer must be switched to front designer and innovator of high quality products that prevail in Germanys every day life. Special attention has to be paid to the role of the communicator and the name "China". Due to differences in cultural, political and ethical values and visions there is a critical opinion of many Germans towards Chinese communism and certain ways of leading the country and doing foreign politics of the government. Open education and a free press as well as an outstanding role as a social society and democratic country of Germany intensify the critical mind more than in other nations. Chinas efforts in raising their soft power also in Germany head towards the right direction. Questionable is the development of the country internal political situation and they way how China deals with human rights. This is important for the acceptance of the countries’objectives and culture by German citizens.