影响文化产业“走出去”的国际竞争力因素及对策研究

The International Competitive Factors and Countermeasures of “Going out”of China's Cultural Industry

文化产业逐渐成为我国的新兴支出产业,也倍受各级政府和学者的关注。而将文化产品送出国门,国际竞争力在其中发挥着重要的作用。本研究通过对文化产业"走出去"现状的梳理,从文化贸易竞争力因素和文化产业国际市场竞争力因素两个角度探索影像文化产业"走出去"的竞争力因素。最后,从明确中国文化产品"走出去"的目标市场、明确中国文化产品的竞争优势、培育优秀文化产品和服务的品牌竞争力、深入了解贸易对象国消费者的需求偏好四个方面提出提升文化产业竞争力,促进文化产业"走出去"的对策建议。

Cultural industry has gradually become China＇ s emerging expenditure industry, while the central and local governments, scholars are also concerned about it. If the cultural products enter the world market, its international competitiveness plays an important role in it. Through the analysis of the status quo of the ＂going out＂ of the cultural industry, this study explores the competitiveness factors of the ＂im- age of the cultural industry＂ from the two perspectives. They are the factors of cultural trade competitive- ness and the international market competitiveness of cultural industries. Finally, it puts forward some sug- gestions on how to promote the competitiveness of cultural industry and promote the ＂going out＂ of cultural industry from four aspects, that is, clear the target market of Chinese cultural products ＂going out＂, clarify the competitive advantage of Chinese cultural products, cultivate excellent cultural products and Service brand competitiveness, in - depth understanding of the target countries of the consumer demand prefer- ences