Study On Factors And Countermeasures Of China Becoming A Powerful Cultural Trade Nation

The process of economic globalization promotes the blossom of national trade activities in diverse fields. As an important part of international trade, cultural trade has the features as low resource consumption and high value-added, in the first place will upgrade the transformation of a country’s trade direction and bring significant economic benefits; the next can disseminate the culture and valued characteristic of a country, to significantly enhance a country’s international influence. Therefore, cultural trade becomes much more important in a country’s development process. With the expanding of China cultural trade absolute scale, China has veritably become a large nation in cultural trading, but still not a powerful cultural trade nation. Based on the aboved background, studying the factors affecting our country’s road to a powerful cultural trade nation is of great importance in enhancing our cultural trade competitiveness.Basing on the review of relevant academic achievements, this paper made a definition to the criteria of the large cultural trade nation and the powerful cultural trade nation. Later on by analyzing the total quantity and scale of cultural trade in our country, we acquire that we have reached to the criteria of the large cultural trade nation. While in respect of industry distribution, regional structure and brand strength, China has not reached to the criteria of the powerful cultural trade nation. Applying Michael Porter’s Diamond Model to analyze the factors that affect China turning into a powerful cultural trade nation, using Multiple linear regression econometric models and by means of Stepwise to identify the relevant factors. The result shows that government behaves played the most obvious promoting role in turning China into a powerful cultural trade nation. Enterprise strategy played a relatively obvious role in turning China into a powerful cultural trade nation. human resources, creative technology, domestic market demand and related industry did not bring its promoting role into play effectively, but it has restricted China’s transition into a powerful cultural trade nation to some extent; Capital investment played unconspicuous role in turning China into a powerful cultural trade nation.From the above factors, this paper holds that we should perfect the IPR protection system on a national level and build up a fair environment; we should implement an open and appropriate trade protection policy, encouraging participation in the competition; we should foster professional personnel in cultural trade, building a strong human resource reserves; we should co-ordinate the relation of expanding domestic demand and stabilizing external demand, and enhance the cultural trade competitiveness. On a enterprise level, we should carry out the brand strategy, build the corporate culture brand, promote the transformation of high-end oriented cultural products and services, improve the cultural enterprises competitiveness; strengthen the acknowledge of overseas market, reduce the effect of cultural discount.