Research On The Status Quo And Development Countermeasures Of International Cultural Trade In Anhui Province

In the age of economic globalization, culture is regarded as a nation’s soft power and culture industry a "Sunrise Industry", and cultural trade has become an important component of international trade. Anhui Province, as a big province of cultural resources in the central part of China, recently, under the guidance of strategic aim of "Strengthen the Province by Culture", gives priority to the support of cultural industry according to "861" Action Plan. Therefore, through the deepening of cultural system reform and the implementation of a series of supporting policies of cultural industry development, cultural industry has gained the rapid development, foreign cultural trade has sprung up like mushroom, cultural products and cultural services have been diversified, and export volume of foreign cultural trade has risen up sharply. But, on the whole, foreign cultural trade in Anhui Province has still been in its starting stage, at variance of the status of Anhui Province, a big province of cultural resources.The paper takes the concept of international cultural trade as its basis, analyzes the features and classifications of international cultural trade, and proposes several theoretical bases of international cultural trade strategies, like Strategic Trade Policy Theory, Economies of Scale and Trade Theory, Preference Similarity Theory and Cultural Soft Power Theory. Based on the research into Anhui Province cultural industry and foreign trade status quo, it discusses overall scale, commodity structure, market channel and supporting policies of foreign cultural trade in Anhui Province, and finds out some problems, such as comparatively small overall scale and instable development of foreign cultural trade in Anhui Province, unreasonable commodity structure of foreign cultural trade, primary export commodities, low ratio of service trade, lack of competitive cultural foreign trade enterprises and export commodities with famous brand, and so on. It also presents the causes from three aspects, including cultural industry support, transformational ability in the utilization of cultural resources, and professional talents in cultural industry.Aiming at these problems and causes, the paper, on the basis of foreign cultural trade experience in the developed countries, like the USA and Korea, and developed cities in China, like Shanghai and Shenzhen, puts forward some countermeasures to improve Anhui Province’s foreign cultural trade from five perspectives, including concept and strategy selection, system and policy guarantee, industry and product making, market and channel broadening, and talents and ability promotion.