Route Choice Of Chinese Culture Industry's "Going Out"

As culture industry is experiencing the best momentum, the importance of culture industry is paid greater attention by more and more countries. Complying with economic globalization, many cultural companies are going aboard to explore larger market. They are spreading the culture of their nations to the world and promoting the comprehensive national power with the help of culture soft power. In the background of the internationalization of cultural industry, China's cultural industry is "going out" actively to join in the division of labor of the world cultural industry. This is not only the need of the development for China's economy, but also the necessity of further promoting the comprehensive national power of China. In recent years, with the support of the country, China's culture industry has been equipped with the power of going aboard and is putting it into practice. However, our culture industry is in the primary stage, lacking of practical experience and theoretical guidance. Under such circumstances, there is great theoretical and realistic significance to make research on culture industry's "going out".The key problem of culture industry's "going out" is how to go out, that is which companies need to go out, where to go and with which method. On the basis of concluding theories and literature reviews both aboard and at home, learning other country's experience and combining with the actual situation of our culture industry, this essay analyzes three routes of going out:the export, FDI and international cooperation of culture industry. Then this essay analyzes the business operation which is decisive to a company in exploring international market.After analysis, this essay finds that the factors of lacking economies of scale, disorder competition of cultural market, lacking international marketing skills and protection from the country are restricting the export of China's cultural products and services. In order to promote the export, China's culture industry should concentrate efforts in targeting market choice, export items and export channels.Be restricted by the power of cultural companies, international market berries and non-market berries, the scale of FDI of China's cultural industry is rather small, most companies that have the ability to invest abroad are state-owned companies and the invested areas are concentrated in developed countries. This essay suggests that the location of FDI should be diversified, the cultural companies should make use of the opportunity of financial crises to enhance cross-border M&A and the state should enhance policy support to cultural FDI.As to the international cooperation of cultural industry, comprehensive cooperation should be made in the field of technology development, market development, personnel training and communication, cultural resources and industrial policy. The main items for cooperation are those combined with Chinese factors, having competitive advantage and those referring to capital fields, such as technology and copyright.The business operation is fatal to the further development of a company and also its existence after it goes out. Drawing lessons from successful business operation, this essay concludes that in the process of "going out", China's cultural companies should pay more attention to branding, innovate marketing method, develop and perfect the value chin and broaden financing channels.The conclusions this essay made maybe useful to propel the progress of "going out" of China's cultural industry, making more countries know China, prospering China's traditional cultural and molding the image of a country with powerful culture.