Research Of International Cultural Trade Development Based On The New Policy Enviroment

With the rapid development of today’s global economy, international cultural trade as an indispensable part of the international trade, has become a new economic growth point in each country, the focus of competition between the various countries of the world from the original military, economic and other hard power conversion competitive international cultural soft power, therefore more and more attention and support have been given from governments. The related policies and environment of culture trade is essential for their development.Since the beginning of the eighties of the last century, China has been very concerned about the cultural products and services to "go out" issue. However, due to the late start of cultural industries, the overall strength of the weak and other reasons, there are still large gaps with developed countries on culture trade. Overall, the rapid development of China’s international trade in culture, but only small market share of the world’s cultural trade, and there is a serious deficit, this image does not match with our largest trading nation. In March 2014 the State Council promulgated the "speed up the development of foreign trade and cultural views," Guo Fa [2014] No. 13, which make a whole arrangement on international culture trade, this is the new era of development of cultural industries, promote Chinese culture going to enhance open economy important initiatives. Therefore, the appropriate combination of policy measures to find the impact of China’s foreign trade development of culture in order to determine the reasons for the breakthrough point, to break the current difficulties, to change the current situation, in order to have a better future of China’s culture trade development.This paper provides an overview of the concepts of international cultural trade, combing the development track of China’s cultural trade policy, and analyzes the significance of the new policy environment for the development of China’s foreign cultural trade. Based on the current situation of Chinese foreign trade and cultural analysis, SWOT model through the development of China’s cultural exports are the advantages and disadvantages of the new policy environment, threats and opportunities facing a detailed analysis, pointed out that the development of China’s exports of cultural has the following advantages: a rich cultural resources, a huge domestic and foreign markets; disadvantages are: cultural foundation is weak, and there is lack of cultural products of independent brands, cultural products output channel is narrow, international management level lags, statistics system is imperfect, less engaged in cultural trade professionals; threat is liberalization of trade rules against China, culture discounts and international competitors, while at the same time, our country also has opportunities for the development of foreign trade in culture: good domestic economic background, the enhanced international influence of Chinese culture, and innovation of international cultural platform.Finally, give proposals and put forward to promote the culture of China’s foreign trade in the new policy environment, including strengthening the Brand building on international culture trade; creating a culture innovation system, improving the efficiency of innovation; promoting specialization, enhance the cultural development of their own ability; to create three-dimensional marketing and promoting cultural exports; should also train more talents of international cultural trade, while increasing investment in education, aimed at raising the cultural level of the people, and lay a solid foundation for the further development of cultural trade.