Analysis On Improvement Of Chinese Films’ Overseas Cpmpetitiveness

Nowadays,in the era of globalization,the demand for cultural consumption is increasing,and cultural exchanges among countries are also increasing It is consensus of all the countries to build national image with cultural works.As an important part of cultural soft power,film is not only the media of cultural transmission,but also the content of cultural transmission.Therefore,all countries attach great importance to film exports and spread their values to every corner of the world through films,including China.In 2010,Chinese box office surpassed 10 billion,and China became the world’s third largest movie producer,and one of the world’s top 10 movie markets.Since 2012,China has become the second largest movie market in the world,attracting the attention of the whole world.In 2016,the total box office of the national film was 45,712 million Yuan,which was 17.4 times that of 2006.In the first quarter of this year,the box office of China’s film market exceeded 9.6 billion-Yuan,equivalent to "100 million Yuan a day".The Chinese film industry seems to be more prosperous than thought,but we can’t be so optimistic.The Chinese film industry is far from success,and some hidden problems also cannot be ignored.Although gained a good score in the domestic,domestic films in overseas is difficult to get the same scenery and status.For example,this year’s hottest movie "Wolf 2",in the first three days of release in American Theaters,only has 53 row pieces,and total gets $190 thousand box offices,equivalent to about 1 million 280 thousand Yuan.It’s almost negligible when compared with the domestic box office,which is one hundred million dollars a day.Finally,"Wolf 2" in the domestic box office has exceeded 5 billion 600 million,but the overseas box office is only 35 million Yuan.After the founding of new China,especially since the Reform and Opening-up,China’s rapid economic development,the rising political status and international influence are helping us play a more and more important role.But we had to admit that the external transmission of Chinese culture and the development of Chinese economy cannot match.Chinese culture output is relatively not enough,and its influence in the world is far behind of European culture and American culture,which represent the powerful western culture.Besides,under the impact of the global integration and the strong western culture,Chinese contemporary culture itself lacks enough concentration.Imitation and copy are very popular.Therefore,Chinese culture was distorted,degradation,dismembered,and even increasingly in danger of assimilation of strong western culture.Poor overseas box office is not enough,and film trade in our country has been difficult to get rid of the awkward situation of high deficit.Since 2010,the overseas sales of domestic films have reached a peak of only 38.25 billion Yuan,with a minimum of 1.63 billion Yuan.As for foreign film import,the total number of imported films was 95 in the year of 2016,with a cumulative total of 190.54 billion Yuan,or 41.86%.Actually,we had to admit that the external transmission of Chinese culture and the development of Chinese economy cannot match.Chinese culture output relatively lags,and its influence in the world is far behind of European culture and American culture,which represent the powerful western culture.Besides,under the impact of the global integration and the strong western culture,Chinese contemporary culture itself lacks enough concentration.Imitation and copy is very popular.Therefore,Chinese culture was distorted,degradation,dismembered,and even increasingly in danger of assimilation of strong western culture.China and India are both developing countries with large populations,ancient Oriental civilizations,fast-growing economies and vast areas.In many ways,they have similar national conditions,but in terms of film trade,India has a much bigger success than China.Its film industry level far exceeds the economic development level,known as "the world’s largest producer of the film".As early as in 2012,the number of Indian movie tickets sold already reached 2.6 billion,with an annual output of 1602 department of film,which is more than twice as likely to China.Indian films also earn several times as much revenue in the United States as American films do in India.In 2011,the seventeenth session of the six-plenary session of the Communist Party of China put forward the strategic goal of striving to build a socialist cultural power,and for the first time raised the cultural industry to the position of "strategic emerging industry".Since the eighteen Party’s Congress,general secretary Xi Jinping has put forward a series of important discussions on international communication.He stressed:"we need to innovate our external publicity,and strive to create new concepts,new categories and new expressions at home and abroad,tell the story of China well and spread the voice of China"."The Belt and Road" strategy for the overseas dissemination of culture China further pointed out the important direction.Therefore,the comparison between film industry of China and India is vitally necessary.It’s a fast way for us to find the gap and clearly see the problems,another search for the best channel of the spread of Chinese film.Based on the latest situation,according to National Competitive Advantage Theory,we find the reasons why Indian films are relatively successful at home and abroad.First,Indian government attaches great importance to its film industry and gives strong support to its overseas marketing.In addition,India’s film industry has developed into a mature stage.Its well-known film base,Bollywood,together with its unique culture,wise globalization strategies and so on,all are factors supporting their movies’ overseas success.At the same time,through Michael Porter’s Five Forces Model and SWOT analysis,we found that while there are many advantages and opportunities for Chinese films to go out.The biggest advantage of Chinese films is that China has a large number of stories that foreign audiences do not know.We do not lack of stories,but lack of talents and tactics to tell them well.Besides,the consumption of domestic market is the guarantee of film revenue.As for opportunities,China’s international influence continues to improve,and our government is giving more and more national attention and support.The expansion of domestic capital in the overseas film market also provides convenience for spread of our films.However,we should not be self-satisfied with these strengths and opportunities,because there are some outstanding issues and challenges.In the first place,our film theme lacks intercultural consciousness,and our country lack professional film talents.Moreover,we need to bare cultural discounts and language translation disadvantage.Besides,when capital is pouring into the film industry,the trend toward film commercialization is more and more clear,which can promote art to a distorted form.That’s bound to weaken the competitiveness of domestic films.Faced with such a complex situation,from the point of path selection,we should turn from dependence on resources to innovation,promote the optimization and upgrading of industrial structure,and pay more attention to the movie going out from the state and enterprises.Strategically,we need to foster internationally competitive film production and communication enterprises,and choose the theme of common interest of the international community to reduce cultural discount.Also,doing more research on international film markets is necessary.Clear understanding of target markets can improve quality of film products and our way of marketing.Finally,cultivation of movie talents with international vision and box office appeal also means more attraction to Chinese movies.Based on the conclusions we get,strategies will be raised,helping China enhance its competitiveness in film exports,which means so much to the soft power of this country.