对外文化贸易中存在的问题及对策分析——以影视产品为例

对外文化贸易在我国贸易事业发展中占有很重要的地位，它不仅可以宣扬和输出我国的文化，扩大国家影响力，还可以对经济的发展助力，提升国家综合竞争力。近年来，我国已然成为贸易大国，可是文化贸易却占比较小，尤其是具有核心竞争力的文化服务贸易方面一直处于逆差状态。较晚的文化领域起步、不完善的政策制度、低技术少创新的文化产品、缺乏品牌效益的公司和还在持续发展完善的中国市场等表明我国的对外文化贸易体系还未正在逐步建立，所以发掘到我国对外文化贸易还存在的问题，分析原因，从政府和企业层面给出建议，使对外文化贸易得到调整和优化。本文以影视产品近几年的发展作为切入点，以影视产品的进出口额，更加具体化的来看我国对外文化贸易中的不足，分析对外文化贸易结构和市场，找到影响因素。

关键词：对外文化贸易、影视文化作品、影响因素、对策

Problems and Countermeasures in China's Foreign Cultural Trade: A Case Study of Film and Television Products
Abstract: Foreign cultural trade plays an important role in the development of China's trade.[ ] It can not only publicize and export China's culture, expand national influence, but also contribute to economic development and enhance the comprehensive competitiveness of the country. In recent years, China has become a major trading country, but cultural trade accounts for a small proportion, especially in the trade of cultural services with core competitiveness has been in a deficit. Later start in the cultural field, imperfect policy and system, low-tech and less innovative cultural products, companies lacking brand benefits and China's market which is still developing and perfecting show that China's foreign cultural trade system has not been established step by step, so we have discovered the problems that still exist in China's foreign cultural trade, analyzed the reasons, and put forward suggestions from the government and enterprise level. Foreign cultural trade has been adjusted and optimized. In this paper, the development of film and television products in recent years as a starting point, with the import and export volume of film and television products, more specific to see the shortcomings of China's foreign cultural trade, analysis of foreign cultural trade structure and market, find out the influencing factors.

Key words: foreign cultural trade, film and Television Cultural works, influencing factors and Countermeasures
             

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