中国文化产品国际竞争力提升研究：基于文化企业与政府的视角

Enhancing the competitiveness of cultural products has lots of realistic meanings for China currently.Productions and sales of cultural products in foreign markets not only bring economic benefits，but also promote the spread of Chinese cultural values overseas，which is the inevitable carrier of the “Going-out” of culture.However，competitiveness of China's cultural products does not seem to bring us a lot of joy.The performance of books，films，performing arts and other products is weak，and is more confined toEast Asia and the “Chinese Circle” in the United States.So what is the present situation of the competitiveness of China's cultural products？ What are the factors and main parts that affect the competitiveness？ How shall we enhance the competitiveness of cultural products？ These questions are real problems we face，which will be answered in the study.Cultural product competitiveness is not equivalent to cultural trade.Competitiveness is the overall quality of a country's cultural products，which have sustained and effective market shares，gain profits and achieve self-development.Its connotation not only includes the competitive power of the distribution chain，but also is the reflection of the competitive power of the production chain.Therefore，a reasonable multidimensional evaluation system is necessary.This paper builds an evaluation system that contains 6 criterion layers and 27 sub-criterion layers，combined with Analytic Hierarchy Process，to comprehensively evaluate the competitiveness of cultural products of 17 major countries，including China，from 2008 to 2012.The result shows that the competitiveness of China's cultural products is at a lower level among major countries，and the gap between China and the first group of countries has not converged in the last 5 years.From the perspective of the comparison among 6 criterion layers，we find that besides the export capacity and basic competition capacity are prominent，opening up capacity，innovation capacity of enterprises，financial support capacity，and government support capacity are all below the average level.After defining the present situation of the competitiveness of China's cultural products，it is necessary for us to discuss the factors and main parts that affect the competitiveness.First，we use AHP sensitivity analysis to test the sensitivity between competitiveness evaluation value and criterion layer，thereby to determine the main factors to improve competitiveness.In order to ensure the robustness of the conclusion，this paper provides further empirical evidence of cross-national data through quantitative analysis.According to the study，culture distance between countries，addiction of cultural products and domestic cultural market size are the main factors that affect the competitiveness of cultural products，cultural enterprise and government behavior are the most critical influencing parts.Specifically，the high productivity of cultural enterprises，represented by technical progress and artistic content innovation，is an effective way to improve the addition of foreign consumers' consumptions on domestic cultural products.Moreover，valid target market selection and internationalized development can largely lessen the culture distance between countries and reduce the impact of cultural discount.In this regard，this paper considers listed cultural enterprises in China as samples，estimates the total factor productivity and the efficiency of technical progress，and makes empirical study on investment efficiency loss caused by financing constraints with the heteroscedastic stochastic frontier model，in which we describe the present situation and analyze shortcomings.Furthermore，this paper builds an IFHA blurring operator model of target market selection of enterprises，and uses China Arts and Entertainment Group as the typical case to introduce and analyze how to use the blurring operator selection model.Then we discuss government behavior.Government supports the development of cultural industries through public cultural finance expenditure，with effective management policies and legal regulatory system to encourage the development and production of cultural products and to stimulate public consumer demand of cultural products，thereby expanding the size of the domestic cultural market.Moreover，reasonable trade policies and cultural policies can effectively protect the country's cultural diversity，and promote local culture to absorb of and integrate with foreign culture，thereby reducing the culture distance between countries.In this regard，this paper launches econometric analysis on the empirical data of public cultural expenditure of the provincial government，and explores the endogenous power and existing shortcomings that government uses finance expenditure to support the development of culture.Furthermore，this paper evaluates and does comparative analysis of the respective role and function orientation of government and cultural market，and launches detailed investigations on the design of supporting policies，the improvement of legal system，the guidance of financing platform and the building of trading platform of cultural property.Finally，this paper presents the evaluation of the case that comparison of the development of competitiveness of film and television products between Korea and China.Beginning with this typical case，this paper comparatively and analytically hackles the above conclusions and summarizes the main research contents at the same time.

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