文化产业被誉为21世纪的“朝阳工业”，成为各国竞相发展的战略性产业和提升国家“软实力”的重要途径。胡锦涛同志在党的十八大报告中也明确提出，要扎实推进社会主义文化强国建设。文化强国理应是文化贸易大国，随着国民经济的快速增长，我国的文化产品贸易发展迅速，贸易额从2002年的39.3亿美元上升到2011年145.3亿美元，10年间增长了2.7倍且持续保持贸易顺差。

Culture industry is known as the 21st century"Sunrise industry",Became the various countries' competed developing strategic industries and upgrading national"Soft power"Is an important way to.Comrade hu jintao's at the party's eighteen big report also pointed out,To effectively promoting socialist cultural power construction.Cultural power should be the cultural trade power,With the rapid growth of the national economy,China's rapid development of cultural products trade,Trade from $2002 in 3.93 billion up to 2011 in 14.53 billion to dollars,10 years increased 2.7 times and maintain the trade surplus.

　　受美国次贷危机和欧洲债务危机的影响，世界经济增长普遍放缓，全球贸易市场需求疲软，我国进出口贸易增速出现了大幅下滑，而文化产品贸易却逆势增长，继续保持着高速增长态势。

By the U.S. subprime mortgage crisis and the influence of European debt crisis,The world economic growth slowdown in common,Global trade market demand weakness,China import and export trade growth fallen dramatically,And cultural products trade but contrarian growth,Continue to maintain the high speed growth situation.

　　据海关信息网统计，2012年前三季度我国文化产品贸易主要呈现以下特点：

According to customs statistics information network,2012 years ago in the third quarter cultural products trade mainly presents the following features:

　　一、文化产品贸易规模保持高速增长，出口占据绝对主导地位

a/Cultural products trade scale maintain rapid growth,Export occupies a dominant position

　　2012年前三季度我国文化产品贸易呈现快速增长态势，进出口总额达到166.5亿美元，比去年同期增长了66.9%，其中，文化产品出口总额为155.6亿美元，比去年同期增长了66.8%，占进出口贸易总额的93.5%；进口总额为10.9亿美元，比去年同期增长了67.8%。实现贸易顺差144.8亿美元，比去年同期扩大了66.7%。前9个月，除2月受春节因素影响，进出口规模有所下滑外，其余8个月份同比均保持高速增长，特别是9月份进出口总额加速攀升至27.1亿美元，创单月进出口规模历史新高，同比增长了81.2%。

2012 years ago in the third quarter cultural products trade presents the fast growth situation,Total volume of imports and exports reached $16.65 billion,Than last year the corresponding period grows 66.9%,the,Cultural products export amount of $15.56 billion,Than last year the corresponding period grows 66.8%,Accounted for 93.5% of the total amount of import and export trade;Imports for 1.09 billion dollars,Than last year the corresponding period grows 67.8%.To realize the trade surplus of $14.48 billion,Expanded by 66.7% than the same period last year.First nine months,In addition to February by the Spring Festival factors,Import and export scale outside slipped,The rest of the eight months year-on-year all maintained high growth,Especially in September the total import and export volume acceleration climbed to $2.71 billion,And the import and export scale month a record high,Growth of 81.2% year-on-year.

　　二、视觉艺术品出口占比较高，凸显我国文化产品贸易结构的不均衡

two/Visual art exports is higher,To highlight the cultural products in China trade structure is not balanced

　　视觉艺术品作为低附加值的劳动密集型产品，是我国文化产品出口的主要品种，出口额为103.8亿美元，占我国文化产品出口总额的62.3%。而知识技术密集型的核心文化产品如视听媒介、印刷品等所占比重较小且均以加工贸易为主要生产方式，说明了我国文化产品贸易发展结构的不均衡。

Visual art as low value-added labor-intensive products,Is our country culture product exports the main varieties,Exports to 10.38 billion us dollars,Our cultural products accounted for 62.3% of total export amount.Knowledge and technology intensive core cultural products such as audio-visual media/Printed matter, such as small and proportion are processing trade as the main mode of production,Shows that China's cultural products trade development structure is not balanced.

　　三、文化产品贸易市场集中度较高，可开发市场空间较大

three/Cultural products trade market concentration is higher,To the development of a large market space

　　我国文化产品的主要贸易伙伴是美国、欧盟和东盟，三者进出口总额合计占我国文化产品贸易总额的57.4%。其中，我国出口文化产品27%流向美国，23%流向欧盟。而我国文化产品进口的主要来源于台湾、欧盟、美国和日本，四者进口总额合计占我国文化产品进口总额的66.6%。由此可以看出，目前我国文化产品的进出口区域均较为集中，且主要针对发达国家，因此我国文化产品可开发市场空间较大，可逐步向新兴经济体等发展中国家延伸。

Our cultural products is the main trading partners/The European Union and the asean,Total volume of import and export of the three total share in our cultural products 57.4% of the total amount of trade.the,Our export cultural products 27% to the United States,23% to the European Union.And our country cultural products imported mainly comes from Taiwan/The European Union/The United States and Japan,Four who imports total share in our cultural products 66.6% of total imports.We can see that,At present our country culture products in the import and export area are relatively concentrated,And aimed at the developed countries,The Chinese cultural products to the development of a large market space,But gradually to emerging economies and developing countries extensions.

　　四、私营企业是我国文化产品贸易的主力军，经营企业结构过于单薄

four/Private enterprises are the mainstay of our cultural products trade,Business enterprise structure is too thin

　　2012年前三季度，私营企业进出口文化产品总额为98.5亿美元，比去年同期增长84.5%，占同期我国文化产品进出口总额的59.1%，其次为外商投资企业，贸易总额为53.6亿美元，比去年同期增长66.4%，占同期我国文化产品进出口总额的32.1%。由此可见，私营企业已超过外资企业，成为了我国文化产品贸易的主力军。但是多数文化产品私营企业依靠以量取胜，从事文化产品的简单加工，缺少自主知识产权和集团化、战略性的发展规划，因此很难保证文化产品贸易结构的升级和可持续发展。

The third quarter 2012 years ago,Private enterprise cultural products import and export amount of $9.85 billion,Than last year the corresponding period grows 84.5%,In the same period of cultural products 59.1% of the total amount of import and export,Secondly for foreign investment enterprises,Total trade amounted to 5.36 billion dollars,Than last year the corresponding period grows 66.4%,In the same period of cultural products 32.1% of the total amount of import and export.Thus it can be seen,Private enterprises have more than foreign capital enterprise,Became the mainstay of our cultural products trade.But most cultural products private enterprise depend on quantity to win,Engaged in the cultural products of simple processing,The lack of independent intellectual property rights and collectivization/Strategic development planning,So it is difficult to ensure that cultural products trade structure upgrade and sustainable development.

　　五、我国文化贸易区域主要集中在东南沿海省市，广东领先优势明显

five/Our cultural trade area mainly concentrated in the southeast coastal provinces and cities,Guangdong advantage obviously

　　2012年前三季度我国文化产品进出口贸易前五大省市为广东、浙江、重庆、福建和江苏，上述五省贸易额合计为98.6亿美元，占同期我国文化产品进出口总额的59.2%。其中，广东省领先优势明显，为我国文化产品进出口贸易最大省份，其进出口总额为45亿美元，比去年同期增长46.3%，占同期我国文化产品进出口总额的近三分之一。而增速最快的为重庆，高达621%，福建省增速则出现了小幅的下降。

2012 years ago in the third quarter cultural products import and export trade the top five provinces and cities in guangdong/zhejiang/chongqing/Fujian and jiangsu,The above five provinces trade amounted to 9.86 billion dollars,In the same period of cultural products 59.2% of the total amount of import and export.the,Guangdong advantage obviously,For our country's cultural products import and export trade biggest provinces,The total import and export volume for 4.5 billion dollars,Than last year the corresponding period grows 46.3%,In the same period of cultural products import and export nearly one-third of the total.And the fastest growth for chongqing,As high as 621%,Fujian growth have a modest decline.

　　结合2012年前三季度我国文化产品贸易的特点，对我国文化产品贸易发展进行SWOT分析可以发现：

Combined with the third quarter 2012 years ago in the characteristics of cultural products trade,The Chinese cultural products trade development SWOT analysis can be found:

　　一、我国文化产品贸易发展的优势突出

a/Our cultural products trade development advantage prominent

　　我国文化产品贸易发展主要有三方面的优势，一是有着深厚的文化底蕴。中华民族文化历史源远流长，这是我国文化产业和文化产品贸易发展坚实基础。二是拥有宽阔的市场空间，尤其是消费市场巨大，人民群众日益增长的文化需求必将成为推动文化产业发展的主要动力。三是有着强大的政策扶持力度。国家相继出台的《文化产业振兴纲要》和《文化部“十二五”时期文化产业倍增计划》明确了文化产业的指导思想、发展思路、发展目标、主要任务、重点行业和保障措施，对“十二五”期间文化产业发展有着重要指导意义，说明文化产业已成为中国特色社会主义事业建设中体现国家综合国力的重要组成部分。

Our cultural products trade development there are three major advantages,A is a profound cultural foundation.The culture of the Chinese nation has a long history,This is our cultural industry and cultural products trade development solid foundation.The second is having a broad market space,Especially the huge consumer market,The people's growing cultural needs will be to promote the development of cultural industry main power.Three is a strong policy support dynamics.The countries have issued[The cultural industry revitalization of the outline]and[Ministry of culture"1025"The cultural industry multiplication plan period]Clear the cultural industry of the guiding ideology/development/Development goals/The main task/Key industries and safeguard measures,to"1025"During the development of the cultural industry has an important guiding significance,Explain the cultural industry has become the cause of socialism with Chinese characteristics reflected in the construction of national comprehensive national strength is an important part of.

　　二、我国文化产品贸易发展的劣势明显

two/Our cultural products trade development disadvantage obviously

　　一是我国文化产品出口额占比与发达国家相比差距较大。2012年前三季度数据显示，文化产品进出口总额仅占我国贸易总额的0.6%，而出口仅占我国出口总额0.2%。从发达国家的发展情况来看，近年来美国文化产品出口规模已超越航天工业，跃居其出口贸易的首位；而韩国的文化产品出口贸易额早在2004年就与其汽车的出口额相当，日本的动漫及周边产品出口也已成为日本一个重要的文化品牌并占领绝大部分的世界动漫市场。说明我国文化产品贸易，尤其是文化产品出口份额亟待提高，发展潜力巨大。

China is a cultural products exports account for more than large gap compared with the developed countries.2012 years ago the third quarter data display,Cultural products total import and export volume accounts for only 0.6% of the total amount of trade in our country,While exports accounted for only 0.2% of the total value of our export.From the developed country's development situation,In recent years the United States and cultural products export scale has transcended the aerospace industry,The export trade in the first;And South Korea's cultural products export trade as early as 2004 and its automobile exports quite,Japanese anime and peripheral products export has also become a Japanese important cultural brand and occupy the vast majority of the world cartoon market.It is illustrated that China cultural products trade,Especially the cultural products export share should be enhanced urgently,A huge potential for development.

　　二是我国文化产品贸易结构不均衡，缺少国际竞争力。我国的文化贸易产品主要集中在劳动密集型产品，以文化内容、文化服务为主的影视媒介、音乐媒介、出版物及版权等知识技术密集型的核心产品所占比重较小，国际竞争力非常弱。要提升我国文化产品的国际竞争力，改变靠低价格、拼数量的发展局面，必须从调整文化贸易的产品结构入手。

The second is the cultural products trade structure imbalance,The lack of international competitiveness.China's cultural trade products are mainly concentrated in the labor-intensive products,Taking the culture content/The cultural service primarily film and TV media/Music media/Publications and copyright knowledge technology intensive core product smaller proportion,The international competitiveness is very weak.To promote the international competitiveness of cultural products,Change by low price/Spell number of development situation,Must from the adjustment of product structure of cultural trade.

　　三、我国文化产品贸易发展机会巨大

three/Our cultural products trade development opportunity great

　　近年来，全球文化市场规模以两倍于全球GDP增长率的速度迅速成长，文化产业和文化贸易在整体经济中的地位迅速提升，并有超过传统产业趋势。随着全球经济放缓，世界资源和能源的日趋紧张，传统贸易发展严重受阻，具有消耗少、污染低、附加值高、环保节能等特点的文化产业越来越受到各国的重视，文化产品将成为贸易快速发展的亮点。这对正在大力发展文化强国战略的中国来说，无疑是极大的发展契机。

In recent years,The global cultural market scale to two times the speed of the global GDP growth rate of rapid growth,The cultural industry and cultural trade in overall economic status of the rapid promotion,And there are more than the traditional industry trends.With the global economic slowdown,The world resources and energy is nervous,Traditional trade development seriously hindered,Has less consumption/Pollution low/High added value/The characteristics of environmental protection and energy saving and cultural industry more and more receives the various countries' attention,Cultural products will be the highlight of trade rapid development.This is to develop the cultural power strategy for China,No doubt is a great development opportunity.

　　四、我国文化产品贸易发展面临的威胁显著

four/Our cultural products trade development the threats facing significant

　　目前世界文化市场上，美国占43%，欧盟占34%，日本约占10%，韩国占5%，而中国仅占不到4%，我国文化产品的国际市场占有率较低，这与我国作为一个文明古国世界第二大经济体的经济规模很不相称。文化产品国际占有率低与我国文化产品国际营销不足、缺乏品牌推广有很大关系，也是我国文化产品贸易发展的最大威胁。

At present the world cultural market,The United States is occupied 43%,The European Union accounted for 34%,Japan accounted for about 10%,South Korea accounted for 5%,China accounted for only less than 4%,Our cultural product of the international market share comparatively low,This and our country as a country with an ancient civilization the world's second largest economy economic scale is not compatible.Cultural products international share low and cultural products in China lack of international marketing/There is a great relationship between the lack of brand promotion,China is the cultural products trade the greatest threat to the development in.

　　我国文化产品的贸易发展迅速，规模不断扩大，拥有较大的发展空间和潜力，但贸易结构不平衡的问题仍十分突出，影响了我国文化产品在国际文化市场的影响力和竞争力，因此，应从调整我国文化产品贸易的结构入手，抓住国际文化产业发展的契机，充分利用国家对文化产业大力扶持的政策资源，加强传统文化与现代文化结合与创新，加强重点市场的维护和潜在市场的开发，加强品牌的树立和知识产权的保护，加强文化产品生产经营企业的整体实力和金融支持力度，依托深厚的文化底蕴和巨大的市场需求，我国文化产品贸易必将大有作为。

Our cultural product trade development rapidly,Continues to expand the scale,Has the bigger development space and potential,But trade structure unbalanced problem is still very prominent,Affecting China's cultural products in the international cultural market influence and competitiveness,therefore,We should adjust our cultural products trade structure of,Seize the international cultural industry development opportunity,Make full use of national culture industry vigorously support policy resources,Strengthen the traditional culture and the modern culture combination and innovation,Strengthen key maintenance of the market and potential market development,Strengthen the brand and the protection of intellectual property rights,To strengthen the cultural products production management enterprise overall strength and financial support,Relying on the profound cultural foundation and the huge market demand,Our cultural products trade will go a long way.