A Study On The Promotion Of International Competitiveness Of Chinese Cultural Trade

In last year(2014), the increasing rate of global trade is 4.7% which is lower than the average increasing rate(5.3%) in past 20 years. In addition, the increasing rate 2014 is lower than the increasing rate before economic crisis. However, the culture trade performed well in the global trading and the trading expanding steadily. In fact, the cultural trade, in the worldwide, promoted the development of the world economy. Cultural trade has the ideological attribute so countries rush to develop it to improve the international status. In the trade competition, countries under adverse conditions are facing the economic loss, but also implicit influence from the foreign culture. Even they will face the loss of cultural sovereignty.China, as an ancient civilization, is the only national obtain ancient culture and have abundant culture resources. In 2013, China became the first grade trading nation in the world. China plays crucial role in international trade gradually. Considering Chinese great exporting volume and favorable balance, culture export accounts a small share and in 2014,the data is 1.83%. The main export cultural products are simple visual arts. We lack the high value-added core cultural products and services. The problems include our uneven development of industrial areas, insufficient extension of industrial chain and small scale of enterprises.First, this paper reviews the literature and the concept of cultural trade, international competitiveness. Second, after analyzing and sorting data and charts of cultural trade in our country, the real situation of Chinese culture trade is concluded. Third, this paper compares China with America, France, Japan and England to illustrate the international competitiveness of China’s cultural trade by using the data of the international market share, TC(trade competitive advantage index), RCA(revealed comparative advantage)index, and NERCA(net export revealed comparative advantage) index, and CA competition(revealed comparative advantage) index. Through the data, we get the conclusion that Chinese international competitive power situation is not strong enough.Fourth, this paper, according to Michael porter’s "diamond model", analyses six affections of the international competitiveness of China’s cultural trade: supply factor, demand factor,enterprise strategic factors, organization strategy factors, related and supporting industries and the government factor. At last, this paper proposes suggestions about enhancing the competitiveness of cultural trade of China from two aspects: the government and the enterprise.