国际文化贸易的新趋势与中国对外文化传播的新作为  

New Tendencies in International Cultural Trade and New Actions of China in Foreign Cultural Dissemination

作　　者：花建[1] 田野 HUA Jian;TIAN Ye(Literature Institute,Shanghai Academy of Social Sciences,Shanghai 200023,China;School of Media and Communication,Shanghai Jiao Tong University,Shanghai 200240,China)

机构地区：[1]上海社会科学院文化产业研究中心,上海200235 [2]上海交通大学媒体与传播学院,上海200240

出　　处：《上海交通大学学报（哲学社会科学版）》2023年第4期78-92,共15页Journal of Shanghai Jiao tong University(Philosophy and Social Sciences)

基　　金：深圳市建设中国特色社会主义先行示范区研究中心2021年重大课题“社会主义现代化强国城市文明典范研究”;浙江音乐学院实验室及科学研究平台开放基金资助项目“数字化背景下的中外文化产业发展与趋势研究”(ZY2022A001)。

摘　　要：国际文化贸易是一个国家扩大对外文化传播,获得国际话语权、定价权和控制权的重要内容之一。面对国际文化贸易的新趋势,中国对外文化传播要有新作为:第一,推动数字化转型,以数字文化产业新业态作为文化贸易新增长点,增强文化传播功能,融入互联互通的全球大格局;第二,促进双向流通,让各参与方互为发展机遇,推动更高水平的优化配置,优化国际文化贸易中的分工协作;第三,加强创意研发,开发中高端的文化创意产品,不断从全球文化价值链的低端环节走向高端环节;第四,壮大市场主体,发展文化跨国公司和外向型文化企业集群,实施学习与合作、赶超与竞争、海外投资和自主研发相结合等战略。International cultural trade is one of the important contents for a country to expand its cultural dissemination and gain international discourse,pricing,and control power.In face of the new tendencies in international cultural trade,China has to take new actions in international cultural communication.First,China has to strengthen digital transformation,taking new formats of digital cultural industries as the new growth point of cultural trade to enhance the function of cultural communication and integrate into the interconnected global landscape.Second,China has to promote the two-way flow,making all participants provide each other with development opportunities to achieve a higher level of optimal allocation and the division of labor and cooperation in international cultural trade.Third,China has to enhance creative research and development,developing medium to high-end cutrual creative products to move from the low-end of global cultural value chain to the high end.Finally,China has to fortify business entities,developing cultural transnational corporations and export-oriented cultural enterprise clusters by implementing combination strategies such as learning and cooperation,catching-up and competition,overseas investment,and independent research and development.

关 键 词：新趋势和新作为 数字化转型 双向流通 创意研发 壮大主体 

分 类 号：G114[文化科学] F125[经济管理—世界经济]