A Deviation Research Between The Structure Of International Tarde Of Cultural Product And The Strecture Of Cultural Industry

Since 1980s, countries one after another began to speed up developing their cultural industry along with the adjustment in the international industrial structure. Besides, the information technology has been rapidly advanced and updated. This kind of background has provided the fundamental condition for the "tradability" of culture. Thus, cultural trade could begin its possibility and development thereafter. Due to the particular two attributes (economy and culture) of cultural products, more and more countries began to take greater efforts for developing the culture industry to further realize the economic value of the cultural products through international cultural trading and to thereby expand the national cultural influence. The cultural industry and cultural trading is mutually depended and influenced. The international competitiveness of a country’s cultural products depends greatly on the domestic cultural industry and the international cultural trading could provide more space and chances for developing and expending the cultural industry. But practice shows that the cultural trading structure isn’t completely consistent with the cultural industrial structure in many countries. Usually, there is some kind of deviation. This paper focuses on the study of the deviation——lead and lag and compares the differences of our country and Euro-American countries in view of cultural industry and cultural trading to therefore promote the integration and interaction of our country’s cultural trading and cultural industry in the whole world.This paper mainly applied "Marxist social reproduction theory", "modern consumption dominant theory", "theory of evolution of industrial structure and international industrial division of labor", etc. to further analyze and study the consistency and deviation of the cultural trading structure and cultural industry structure. Out of careful analysis, it’s found that the relationship between the cultural trading structure and the cultural industry structure was of an obvious feature: long-term consistency and short-term deviation. And then this paper made a further and deeper discussion on the aspect of reasons and forms of deviation. Furthermore, this paper made a quantitative measurement towards the deviation of the cultural trading structure and the cultural industry in the three countries:China, America and Britain by using the trade dependence index, trade competitiveness index, the proportion of industry and the structure index. And finally, the paper tried to conclude the reasons and the various forms for the deviation in the three countries.Out of the study in measuring the deviation, it shows that:there is no obvious deviation between the cultural trading and traditional cultural industry in China, America and Britain but a certain deviation in the emerging cultural trading and emerging cultural industry. In America, the emerging cultural trading is much more advanced than the emerging cultural industry. Thus, the emerging cultural trading works as a pull there. But in China, the emerging cultural trading lags far behind the emerging cultural industry. Thus the emerging cultural trading couldn’t play an active role for promoting the emerging cultural industry. This paper has further tried to analyze the interior structure of our national emerging cultural industry. And it’s found that the extremely low level of development in the field of film and television has dragged the overall level of our national emerging cultural trading.To change the current poor competitiveness of our national emerging cultural trading to carry out the further development of the emerging cultural industry and to promote our national cultural transformation turn out to be the key points for our cultural industry and trading policy. And that requires our government to increase the financial support on the emerging high-tech cultural enterprises that are not yet large-scaled. The emerging cultural trading is mostly trading in service, which means that the foreign trading administrative department should perfect the export tax rebate policy on the cultural service trading. At the same time, the government should try to advocate and guide the establishment of emerging cultural industry trading associations and institutes. And the domestic high-tech cultural enterprises should strengthen the cooperation and technical exchanges with the Euro-American countries to enhance our national overall competitiveness in the field of high-tech cultural industry.