中国文化产品走向世界的市场战略选择

发布时间：2018-03-12 10:26

本文选题：文化产品　切入点：出口贸易　出处：《兰州商学院》2013年硕士论文　论文类型：学位论文

【摘要】：文化产业如今成为衡量一国综合国力的主要标志之一，我国政府正从各个方面鼓励支持文化产业的发展。文化产业的载体文化产品亦越来越受关注。我国文化产品如何走向世界已成为多个学者研究的对象。本文根据导师课题“中国文化产品走向世界的战略对策研究”，从市场选择方面来探讨我国文化产品的出口。文中将我国主要文化贸易对象，以地理区域为依据划分为港台、东南亚、北美、西欧四个市场，首先介绍了我国文化产品的出口现状，其次是这四个区域文化市场特点及文化产品消费特点，进而从这四个区域中选取9个有代表性的国家从国际市场占有率、出口增长优势指数、贸易竞争优势指数、显示性比较优势指数和净出口显示性比较优势指数5个指标来对文化产品的竞争力进行测度。从这些指标中得出结论中国文化产品的竞争力是最低的，稍接近东南亚市场与台湾，远远落后于北美市场，其次是欧洲和香港市场。根据这个结论，从政治法律坏境、竞争对手、市场机遇三个方面探讨了中国文化产品进入这四个市场的可行性，最后提出以直接出口方式为主进入美国市场；以间接出口方式为主进入西欧市场；以联合经营方式进入东南亚市场；以独资经营方式进入港台市场的建议，以期为中国企业文化产品的出口提供参考。
[Abstract]:The cultural industry now has become one of the main symbol to measure a country's comprehensive national strength, China's government is encouraging the development of cultural industry from the aspects of cultural industry. The carrier of cultural products is also more and more attention. To our cultural products to the world has become a research object. According to the tutor "Chinese cultural products the world strategy research", to explore China's export of cultural products from the choice of the market. In this paper, our main object in cultural trade, geographical area is divided into Hong Kong and Taiwan, Southeast Asia, North America, Western Europe four market, first introduced the current situation of China's export of cultural products, followed by the four regional cultural market characteristics and cultural products consumption characteristics, and then from the four regions selected 9 representative countries from the international market share, export growth advantage index, trade Easy to competitive advantage index, revealed comparative advantage index and net export revealed comparative advantage index of 5 indicators to measure the competitiveness of cultural products. The conclusion China cultural products from these indicators of competitiveness is the lowest, slightly close to the market in Southeast Asia and Taiwan, far behind the North American market, followed by Europe and Hongkong market according to this conclusion, from the political and legal environment, competitors, the three aspects of market opportunities to discuss the feasibility of Chinese cultural products to enter the market with the four, and finally to direct exports mainly to enter the American market; indirect exports mainly to enter the Western European market; entry into the Southeast Asian market joint ventures to enter the market in Hong Kong and Taiwan; the sole investor proposal, in order to provide reference for China enterprise culture exports.

【学位授予单位】：兰州商学院
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G124

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