The Present Situation Of Foreign Cultural Trade In China And Development Research

In the global scope, the cultural industry and cultural trade expand rapidly. The cultural industry accounts for the proportion in the GNP to be getting larger and larger, and the cultural trade has become an important part of international trade. However, in the current international cultural market competition, the large-scale multinational cultural corporations from United States and other cultural industry developed countries already occupied the monopolistic position in the market. Under the WTO frame, these countries promote the cultural product and service free trade positively, and then sell the cultural product and service all over the world. But the development of China cultural industry is relatively late, and the international competitiveness of its cultural product is weak. Overall our cultural trade exist serious deficit, and this is not symmetric with our big trade country status.In the face of such disadvantageous situation, this thesis analyzes from the basic concept of international cultural trade, concrete studying the present cultural trade characteristics and situation. On the analysis of international cultural trade basis, this article conducts the research to the present situation of China cultural trade, points out the problems existing in China cultural trade, and analyzes the reasons, also explains the advantages in the development of China culture trade. For better research and develop China culture trade, this thesis chooses two representative countries to analysis. One is United States that cultural industry and cultural trade are most developed in the world; the other is South Korea which has the similar cultural context with China. Through the study and analysis to the cultural trade policy of United States and South Korea, we should use its successful experiences for reference, and consider the present development situation of China cultural industry. Finally, this thesis proposes countermeasures for China cultural trade development from government and enterprise two parts:First, the Chinese government should fully understand and learn the relevant rules of WTO and UNESCO. Under the culture free trade rules that the United States dominates, but the development of China cultural industry is relatively late, and the international competitiveness of its cultural product is weak, thus China cannot accept the rules passively. China should actively participate in formulating rules of international cultural competition, perfect domestic policy support system, especially in intellectual property rights aspect, through enhancing legislation of intellectual property protection, strengthen the law enforcement, promote domestic culture product innovation.Second, the China cultural enterprises overall strength is weak and lack of experiences to participate in international competition. In this kind of strength limited situation, China cultural enterprises first need to be clear about the target market, strengthening of the target market investigation. After determining the target market, make full use of various marketing methods to promote our cultural products. In the process of cultural enterprise development, according to the market demand, we should strengthen the independent innovation continuously and implement the brand strategy. Under the government's guidance and support, we should speed up the training and introduce talented persons, enhance the competitive power of enterprises, and make the enterprises to realize the persistent and stable development.Therefore, this thesis research aims to raise our cultural enterprises and cultural product international competitiveness, change the current situation of China cultural trade, promote our foreign cultural trade development, and cause our country soon to be a powerful nation in the world culture trade area.