| With development of the economic and society,the international cultural trade has been further promoted,the cultural industry has played a vital role in economic growth,the film and television cultural industry which has made a great sense in promoting economic growth and enhancing the country’s soft power as an important part of the cultural industry.Firstly,this paper analyzes the China cultural products export situation and existing problems.Chinese film and television culture exists phenomena of trade deficit and trade scale small.There also some problems which include cultural discounts,the channel of overseas distribution is few and so on.In order to solve these problems,the paper builds a model with random effects using export panel data of Chinese film and television cultural products export with 19 countries from 2003 to 2012,and measures determining factors of affecting the export of film and television culture,the factors include geographic distance,cultural distance,economic scale and language.The conclusion is geographic distance and cultural distance have negative correlation with film and television cultural products export,the economic scale of China and importing country and language have positive correlation with film and television cultural products export.This paper also introduces successful overseas operation case named the Kung Fu yoga.Last part offers some suggestions referring to American and South Korean successful experiences which include using scale economic effect,extending industry chain,innovating marketing way,building sound financing system,according mentioned problem,the paper proposes suggestions and countermeasures from macro and micro two level.The recommends of micro aspect include making culture adaptability change,expanding marketing channel,changing marketing ways,expanding film and television industry chain,forming scale economic.The recommends of macro aspect are strengthening policies and supporting sophisticated financial market. |
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