A Study On Competitiveness Of China’s Culture Trade

With the development of the economic globalization is more and more high, international cultural exchanges become more frequent. the countries all over the world come to realize the important role of international cultural trade accounted for in the national economy, and the enormous value and development potential it brings. Many countries have formulated a series of policies to promote the development of international trade, culture, and create a good external environment for its. Cultural trade is one of the important part of international trade, many countries have cultural value in the national economy occupies a considerable proportion, become a powerful driving force to guide and promote the economic progress. China’s cultural industry started late, developed slowly, scaled small, low technological content, as the culture of 5000 years of ancient China, and not the rich historical and cultural resources into cultural quality service of international comparative advantage, so in the contemporary international cultural service trade competition is lack of competitiveness, as follows: the development of Chinese culture service trade balance and the lack of serious deficit, and China’s largest trade image seriously inconsistent.This paper outlines the definition of international cultural trade, introduces the concept of cultural products and services as well as the cultural industry’s international competitiveness. Then, this paper describes the current situation and trend of international cultural trade development, and individual characteristics and China in this environment. Then, this paper several specific indicators to measure the level of competitiveness of cultural trade are described in detail, according to the data and case analysis of the specific reasons restrict the development of China’s cultural trade has the demand for cultural consumption, cultural talent supply and the government support etc..Finally, after thinking and judgment, respectively from the government level and enterprise level are the development of cultural trade countermeasures and suggestions. The government should keep balance in WTO and UNESCO, create conditions conducive to the development of China’s cultural trade competition rules, improve the policy support system, optimize the allocation of culture industry talents and other resources. Enterprises should strengthen the marketing efforts, more investment in product innovation, increase the technology content of cultural products and expand marketing channels.