The Selection Of Marketing Strategy Of China’s Cultural Product Export

Cultural industry has become one of the main mark to measure acountry’s comprehensive national strength. our government isencouraging and supporting the development of cultural industry from allaspects. As carrier of the cultural industry, cultural products also are beingpaid more and more attention. How China’s cultural products export tothe world market has become many scholars’ study object. According tomy tutor’s project "The Study on Strategic and Countermeasures ofChina’s Cultural Products Export to the World Market ", this articalexplore the exports of China’s cultural products from the aspects ofmarket choice. Based on geographic,this paper divided our main tradeobject of cultural products into four markets,they are Hong Kong,Taiwan,Southeast Asia, North America and Western Europe.First of all, this paperintroduce the present situation of China’s cultural products exporting,followed by the characteristics of cultural industry and cultural products’consumption of the four market, and then select nine representativecountries and areas from the four market,working out5indexes tomeasure the competitiveness of their cultural products,including theinternational market share, export growth advantage index,tradecompetitive advantage index, revealed comparative advantage index andnet export revealed comparative advantage index. From these indicators,this conclusions was got: The competitiveness of China’s cultural products is the lowest, closing to the Southeast Asia and Taiwan market,far behind the North America, lag behind Europe and Hong Kong markets.According to this conclusion, the paper discussed the feasibility ofChina’s cultural products entering the four market from three aspects: thepolitical law environment, competitors, market opportunity, and finallyput forward suggestions: direct export to the United Statesmarket,indirectly export to Western Europe market,joint venture on thesoutheast Asian market,individual proprietorship on Hong Kong andTaiwan markets, so as to provide reference for China’s enterpriseexporting culture products.