Study On International Marketing Strategy Of Chinese Traditional Cultural Products

The French Foreign Minister said:"China can output value, is not to be a truly great power". The values contained in the Chinese traditional culture, to output your own "values", we must vigorously develop China’s traditional cultural industry, enhance China’s cultural soft power. In twenty-first Century, with the development of globalization, national culture is increasingly fierce competition, at the same time, the development of network technology, whenever and wherever possible we could see the culture of other countries in the side, if not promptly when the development of China’s traditional culture, our culture will be facing the risk of erosion. The development of traditional culture, not only to maintain the cultural security, but also enhance the cohesion of the Chinese nation and the international competitiveness of our country. The output of China’s "values", rely on the domestic development of traditional culture industry is not enough, we need to improve the international marketing of Chinese traditional culture, so that our traditional culture abroad, to enhance our cultural pride. Research on the marketing strategy of Chinese traditional culture international, is conducive to China’s traditional cultural products go out of the country, the output values of our country, make our country become the real "country".China has a history of five thousand years, traditional culture is rich in resources, such as folk music, China Kung Fu, folk art, Chinese traditional literature and so on, but these traditional culture into the traditional cultural products in evolution, go out of the country but is frustrated. This is China’s traditional culture industry started late and has a direct relationship, but more important is China’s traditional cultural enterprises do not pay attention to the international marketing in the traditional cultural products "going out". The international marketing strategy of this paper on China’s traditional culture, to provide a reference for Chinese traditional culture products go out of the country.In terms of analysis method, this thesis is based on marketing theory analysis, meanwhile, SWOT, comparative analysis as well as literature analysis are also applied. Literature analysis method is mainly in the first two parts, reading all kinds of marketing and the traditional culture of books, to have a comprehensive understanding to the international marketing of Chinese traditional culture. In the macro environment of international marketing of Chinese traditional culture, using the SWOT analysis method, macro environment of using this method can comprehensively, a clear understanding of the traditional culture of China in international marketing. In the marketing strategy of China’s traditional culture international, analysis of the international marketing method of other cultural country comparative study by the author, through the comparison of these countries can find cultural marketing implications for the international marketing of Chinese traditional culture, to explore the useful experience of international marketing of Chinese traditional culture can learn from.The first part of the article, mainly on the research background, purpose and significance, then introduced some theoretical foundation for the full use, insufficient analysis and possible innovation. The second part is a brief introduction to China’s traditional culture, what is culture, what is the traditional culture and traditional culture, including the content, and finally expounds Chinese traditional culture itself contains social and economic benefits, and we are now is the lack of traditional culture in the value of mining. To the traditional culture in international marketing, must the macro and micro environment on the international marketing have an understanding. The third part mainly analyzes the international marketing of Chinese traditional culture environment, the environment analysis includes not only from the angle of economic, social, political and other macro, including industry, enterprise, product and so on microcosmic angle. The fourth part, mainly about the status of international marketing of Chinese traditional culture, and to understand the problems of the traditional culture of our country exist in international marketing, through the present situation, these problems are mainly cultural brand, enterprises lack of international marketing is not enough attention, lack of talent. In order to discuss the international marketing of Chinese traditional culture to improve the strategy, in the fourth part of the paper focuses on the analysis of other countries, such as Japan, South Korea, the successful mode America culture to develop culture of international marketing, hope that through the analysis of the successful experience of these countries, and provides a reference to our country. The last part of the article, the author expounds the improvement strategy, international marketing of Chinese traditional culture, such as the importance of brand marketing, marketing means, rich innovation on the traditional cultural products.Products on the market success is cannot do without marketing success, to make our traditional culture abroad, let the world a more in-depth understanding of us, like our traditional culture, we must carry out international marketing. We have a rich tradition of cultural resources, how to make these resources, products as a business card in China, scattered in every corner of the world, it needs to spend a lot of energy in the international marketing. This paper makes research on the marketing strategy of Chinese traditional culture international, in the hope of solving the problems at the same time, it can provide reference for our traditional culture abroad, make China’s traditional cultural enterprises to find a suitable for China’s international marketing road.