Analysis On Chinese Foreign Culture Trade And Policy Proposals

Currently, the culture industry and culture trade in some main countries around the world are thriving and energetic, bringing huge economic benefit. And in some countries,the total product value of culture has been a comparatively high portion of gross domestic product. Culture industry has become the important driving force to push the development of economy and society and culture trade has also been the important part of international trade. Nowadays multi-national culture corporations in developed countries have almost monopolized the entire international culture market. Those developed countries are making full use of the free trade agreement under the world trade organization frame, continuously shipping their culture products and culture service to every corners around the world. However, Chinese culture industry started to develop relatively late, although Chinese government gradually realized the strategic position and implemented many encouraging policies,Chinese culture products are still less competitive in the global culture trade market because of weak industry base. Overall, Chinese culture trade is developing very fast, but only occupied a comparative low percentage of global culture trade market and existed heavy deficit. The current status totally can’t match with the image that China is a super trade country.In facing such kind of situation, this thesis first introduces basic culture related concepts, explains culture product and culture service and introduces the main category of culture trade. Then, this thesis analyzes the current unbalanced situation of international culture trade and explains the significance to develop culture trade. In the thesis, it points out that developing culture trade will present strategic importance to stimulate the economy to move forward and improve the problem of export structure. Following that, the thesis identifies the overall development status of Chinese culture trade and problems encountered. In order to have a deep look into the status and reasons of the problems, there has a SWOT model to demonstrate detailed analysis of strengths, weaknesses, opportunities and threats. The SWOT model makes out that strengths lie in rich culture resources and huge domestic and oversea market; weaknesses are weak industry base, lack of innovation, narrow export channels, underdeveloped international operating skills, un-solid statistics system, lack of skilled talents; threats are disadvantageous international culture trade rules to China, culture discount and competent competitors; opportunities are promising domestic economic background, government’s supports, energetic development momentum of culture products, increasing comprehensive influence of Chinese culture, creative culture exchange platforms.In the end, from government and industry perspectives, this thesis comes up with proposals to promote Chinese culture trade’s development. For the government, it has to positively get involved in shaping international culture trade rules while keeping balance between WTO rules and UNESCO rules. In the same time, government needs to urge revolutions in the culture industry, improve domestic supporting systems, guide to set up culture industry database and support the education of professional talents to work in culture industry. With all the efforts, Chinese culture trade can keep moving forward. For industry, because of late start of culture industry and weak base, Chinese culture is uncompetitive in the global culture trade market. Thus culture enterprises have to put emphasis on market research on target market and develop products which can match target consumers’ consuming behaviors. Besides, culture enterprises have to deepen the interweaving of industry chain, strengthen innovation both in product contents and performance forms, make use of sophisticated technology in the products and then increase products’competitiveness. When promoting products or services to oversea market, culture enterprises can take advantage of every kind of marketing channels and methods. With the support from government, culture enterprises have to introduce professional talents to increase sustainable development driving force.