一首《江南Style》红遍全球，最近有一则消息又让这首“神曲”光环倍增。统计显示，《江南Style》一周内拉动的GDP竟然超过10亿美元。

a[Jiangnan style]Known global,Recently there is a message and let the first"Divina commedia"Aura multiplication.Statistics show that,[Jiangnan style]A week pull GDP was more than 1 billion dollars.

　　在美国，电影、电视、影像制品、出版物等文化产品在上世纪90年代就超过了航空、汽车的出口，成为美国最大的出口产品，被称为美国贸易皇冠上的明珠。反观中国，用贸易的眼光来看文化，还是最近几年的事。文化走出去，如何搭好贸易这艘船？日前，由上海市发展改革研究院、国家对外文化贸易基地和上海市经济学会联合主办的第三届“上海文化发展论坛”首次聚焦这一话题。

In the United States,The movie/TV/Image products/Publications and other cultural products in the 1990 s, more than air/The export of car,Become one of America's biggest export products,Known as the pearl in the crown of trade.In China,With trade view culture,In recent years, or things.Culture go out,How to build a good trade this ship?a,The Shanghai municipal development and reform research institute/National cultural trade base and the Shanghai economic society co-hosted the third"Shanghai culture development BBS"First time on this topic.

　　综合国力不能缺失文化产业链

The comprehensive national strength can't missing culture industry chain

　　文化贸易对一个国家传播自身优秀文化，打造世界级文化强国，到底具有怎样的作用？

Cultural trade on a country spread their own culture,Makes the world-class cultural power,What is the role of how?

　　上海社会科学院文化产业研究中心主任、研究员花建认为，世界文化强国首先应该是文化贸易强国。在综合国力的竞争中，一个国家、一个城市要拥有优势地位，必须具备三大文化产业链，第一是文化生产价值链，第二是文化资源供应链，第三是文化消费的品牌链。

Shanghai academy of social sciences, director of the center for culture industry/The researchers spent building think,The world cultural power first should be the cultural trade power.In the comprehensive national strength competition,A country/A city to have advantage position,Must have three cultural industry chain,The first is culture production value chain,The second is cultural resources supply chain,The third is cultural consumption brand chain.

　　中国已是世界第二大经济体。根据发达国家的惯例，一个国家一旦达到中等以上发达水平后，它的文化产业以及相关产业的增加值，应该占到国内GDP的10%左右。按照这一标准，中国去年应该有4.7万亿元的文化产业增加值，但事实是，2010年中国内地的文化产业增加值仅为1.1万亿元，2011年就算能翻倍，再加上暂未统计进去的产业，估计也不会超过2.5万亿元。需求量有4.7万亿元，实际供应量只有2.5万亿元，这里存在着巨大的差距。“正因如此，中国虽然是文化大国，但还不是文化强国。在文化贸易上的差距就更大了，现在美国核心产业文化增加值国内销售和国外销售，基本达到1比1。”

China is the world's second largest economy.According to the practice of developed countries,A country once more than a medium to developed level,Its cultural industry and related industrial added value,Should account for around 10% of GDP.According to this standard,China last year there should be 4.7 trillion yuan of the added value of the cultural industry,But the fact is,In 2010, the Chinese mainland culture industry added value is 1.1 trillion yuan only,In 2011, even if to double,Plus temporary not available in the industry,Estimates are not more than 2.5 trillion yuan.Demand has 4.7 trillion yuan,The actual supply is only 2.5 trillion yuan,There is a huge gap."Because of this,Although China is a big cultural country,But not the cultural power.In the cultural trade gap is bigger,Now the American core industry culture added value of domestic sales and foreign sales,Basic reaches 1 than 1."

　　“以中国电影市场为例，尽管近些年国内电影市场总量上在不断增长，去年票房已达到130多亿元。但其中，占票房大头的是进口电影，尤其好莱坞电影，所占比重居高不下，这主要是因为我们企业的文化传播能力不强，支持文化走出去的体制和机制还不够灵活。”花建说，今年8月英国伦敦市长办公室颁布的2012年世界城市文化报告称，世界不是平的，而是由一些城市组成的网络结合体，在这个城市网络里最重要的是两类城市，一类是高端掌控，高端掌控类城市控制了高端资源的流动，第二类就是成为一个网络节点，各种资源都在这里流动，这对世界级城市具有格外重要的意义。上海要想成为国际大都市，成为文化贸易重镇是当务之急。

"In the Chinese film market as an example,Although in recent years the domestic film market in increasing the total amount,The box office last year has reached more than 130 yuan.But the,Account for the bulk of the box office is imported films,Especially Hollywood movies,High proportion,This is mainly because our enterprise culture communication ability is not strong,Support culture go out the mechanism and system of the agile enough."Flower built said,August London mayor's office issued 2012 world city culture report says,The world is not flat,But by some cities network composed of combination,In the city network is the most important two types of city,One kind is high-end control,High-end control class city control the flow of the high-end resources,The second is to become a network node,All kinds of resources are all here flow,The world-class city has more important meaning.Shanghai to become an international metropolis,Become the cultural trade center is a priority.

　　“新丝绸之路”上海努力探求

"The new silk road"Shanghai tried to

　　其实，上海打造“新丝绸之路”节点的努力，一直在进行。

In fact,Shanghai make"The new silk road"Node efforts,Has been.

　　2007年，外高桥(600648,股吧)文化贸易基地筹建，2008年完成前期硬件建设，去年该基地又升级为国家级。目前，该基地入驻企业100多家，涵盖文化产业、文化贸易各个类型，包括精文世嘉、新华传媒(600825,股吧)、印刷集团、新文化(300336,股吧)影视、安恒利等一批中外文化骨干企业，形成了一定的集聚规模和示范效应。在文化贸易的探索与实践方面，基地充分利用保税区的政策、功能与特点，发挥基地作为国家公共服务的功能与作用，不断拓展和提升贸易便利和服务功能，服务于文化贸易企业不断做大规模。

In 2007,,waigaoqiao(600648,guba)The cultural trade base construction,The hardware construction completed in 2008,Last year, the base and upgrade for national level.At present,The base enterprises than 100,Covers the cultural industry/Various types of cultural trade,Including fine WenShiJia/Xinhua media(600825,guba)/Printing group/New culture(300336,guba)Film and television/The AnHeng as well as a number of Chinese and foreign cultural backbone enterprise,Formed a certain scale of agglomeration and demonstration effect.In the cultural trade of exploration and practice,Base to make full use of the policy of free trade zone/Function and characteristics,Play as a national base of public service function and role,Continue to expand and promote trade convenience and service function,Cultural service trade enterprises will continue to do large scale.

　　比如，2010年上海世博会期间，基地采取集中租赁模式提供舞美技术设备保障，服务世博会33片场地，近200个国家和组织，1200余支团队，2万多场演出，有效实践保税物流、保函担保等运营方式，探索自用设备的保税使用和仓储，为世博设备保障节约了大笔运营成本。也借世博服务契机，基地形成了一整套设备租赁及技术保障运营的管理方法，为未来开展文化贸易服务工作奠定了基础。

Such as,During the 2010 Shanghai world expo,Base take centralized lease model provides stage technology and equipment security,The world expo and field service,Nearly 200 countries and organizations,More than 1200 team,More than 20000 performances,Effective practice bonded logistics/Guarantee security operation, etc,Explore the bonded self-used equipment use and storage,For world expo equipment to ensure the save lot of operating costs.Also borrow world expo service opportunity,Base formed a complete set of equipment leasing and technical security operation management method,For the future development of cultural trade service work laid the foundation.

　　再如，基地在保税区内甲级办公楼里创新设立了文化艺术品保税展示厅和保税仓库，为星空卫视提供保税仓储服务，解决了星空卫视华语片库回归的难题。目前星空卫视750多部的经典华语影片和大量视频资料素材已采取保税方式储存，同时充分运用保税区内企业自用进口设备免征关税的优惠政策，其模转数、胶转磁的部分制作进口设备，也以自用设备免税的方式进入基地安装、星空卫视的多项加工和编辑业务，都以更优惠的税负成本在基地全面展开。

Be like again,Base in the bonded area in grade a offices set up the innovation of culture and arts bonded showroom and bonded warehouse,For star TV provide bonded storage services,To solve the star TV Chinese vault regression problem.At present star TV more than 750 of the classical Chinese film and a large number of video material material has taken bonded storage way,At the same time, make full use of the bonded area for enterprise imported equipment will be exempted from duty of preferential policy,The die revolution/Rubber turn magnetic part production imported equipment,Also for personal use equipment duty-free way into the base installation/Star TV many processing and editing business,With more favorable tax cost base in full swing.

　　此外，基地运用保税区的政策特点和过硬的专业服务能力，为嘉年华、精文世嘉、舞台剧“胡桃夹子”等一些时间紧、操作难度高的文化项目和产品提供高效、优质的进出口代理服务。为国粹油画艺术精品美国巡展、洛杉矶艺术展的展品办理临时进出口服务、探索和实践文化贸易便捷化的各种操作路径，有效提升了基地的贸易便捷与服务功能。

In addition,Base using bonded zone policies characteristics and excellent professional service ability,For the carnival/Fine WenShiJia/stage"nutcrackers"Some time tight/The difficulty of the operation of high cultural projects and products, to provide efficient/The high quality import and export agent service.As the quintessence of a country oil painting art high-quality goods the United States show/Los Angeles art exhibits to deal with temporary import and export service/Exploration and practice of cultural trade convenient operation path,Effectively promote the base of the trade is convenient and service function.

　　今年，该基地还为上海世博发展有限公司的WWE美国经典摔跤娱乐秀和英国翡翠集团在浦东滨江沿线为期六个月的“Halcyon典藏”，提供进出口服务。

This year,The base for the Shanghai world expo development co., LTD. Of the classic WWE wrestling entertainment show and British jade group in pudong along the riverside for six months"Halcyon collection",Provide import and export service.

　　这些服务为基地带来了巨大的市场效应，目前基地又接受其他设备供应商的委托，为江苏卫视的“非诚勿扰”和央视“我要上春晚”这两档著名节目提供全程设备租赁，以及保税状态下的设备租赁服务。

These services for base brought huge market effect,At present the base and accept the entrustment of the other equipment suppliers,For jiangsu TV's"If you are the one"And CCTV"I have to take the day television gala"The two files famous programs offer whole equipment leasing,And bonded condition equipment leasing services.

　　打破“五强五弱”不能只守在外高桥

break"Five JiangWu weak"Can not only keep in waigaoqiao

　　如何放大国家对外文化贸易基地的功能效应，使这里不再一枝独秀，而是发挥辐射效应，成为未来发展的关键。上海市发展改革研究院副院长、文化发展研究中心主任汪胜洋直言，当前国家对外文化贸易基地呈现“五强五弱”格局：境内服务功能强，境外服务功能弱；对内服务功能强，对外服务功能弱；本地服务功能强，外地服务功能弱；保税区内服务功能强，区外服务功能弱；有形服务功能强，无形服务功能弱。

How to enlarge national cultural trade base function effect,Here is no longer to outshine others,But play radiation effect,Become the key to the future development.Shanghai development and reform, vice President of the institute/Cultural development research center director WangShengYang the truth,The current national cultural trade base present"Five JiangWu weak"pattern:Domestic service function is strong,Overseas service function weak;Internal service function is strong,Foreign service function weak;Local service function is strong,Field service function weak;The bonded area service function is strong,Outside the service function of weak;Tangible service function is strong,Intangible service function weak.

　　在他看来，打破瓶颈的关键是“政策”与“服务”，“过去做制造业现在做服务业，方方面面的政策都不吻合，有很多政策瓶颈”，他强调“开发区要从过去的工业开发区转为为企业提供综合服务的服务区”。

In his view,The key is to break the bottleneck"policy"and"service","In the past now do manufacturing services,All aspects of policy are not consistent,There are a lot of policy bottleneck",He stressed that"Development zone from the past to the industrial development zone for the enterprise to provide integrated services service area".

　　专家指出，要发挥和放大国家对外文化贸易基地的作用，应该突出政策创新、空间创新、市场创新，“上海发展文化贸易不能只守在外高桥这个区域里，上海每一个区的文化创意产业园区应该结成某一种关系，有很多试点可以从这里扩展出去，这样才能把这里的功能放大出去。”同时，继续发挥好文化产品贸易的免征、免税、保税政策，创新改革现行文化创意服务贸易出口退税制度。还应降低文化产业市场准入门槛，包括在基地内先期进行外国文化经纪人注册试点，争取开展文化企业离岸账户设置试点，加快扩大文化企业“营改增”范围。

Experts say,To play and amplification national cultural trade base effect,Should highlight the policy innovation/Space innovation/Market innovation,"Shanghai the development of cultural trade can not only keep in waigaoqiao the region,Shanghai every area of the cultural creative industry park should form a certain relationship,There are a lot of pilot can expand out from here,In order to put the function amplification out."At the same time,Continue to play a good cultural products shall be exempted from the trade/duty-free/Bonded policy,Innovation reform of the cultural creative service trade export tax rebate system.Should also reduce the culture industry market admittance threshold,Included in the base first foreign culture broker registered pilot,To carry out cultural enterprise offshore account Settings pilot,To speed up the expand cultural enterprises"Camp to increase"range.

　　中国的文化产业如何打破瓶颈 “借船出海”？上海文化广播影视集团副总裁、星空卫视传媒CEO田明认为，文化产业要符合国际市场资本运作规律，应搭建和利用好面向全球的播放平台。上海新汇文化娱乐集团副总裁臧彦彬建议，要利用全球人才来帮助国内原创音乐“走出去”，适应外部市场需求。上海金星舞蹈团团长金星说，应该建立适应海外市场的经纪人制度。上海戏剧学院副院长黄昌勇则提到，要深入研究文化折扣和文化距离等影响文化贸易的深层次问题。

China's culture industry how to break the bottleneck "Sea by ship"?Shanghai culture radio, film and television group vice President/Star TV media CEO TianMing think,The cultural industry to conform to the international market capital operation rule,Should be set up and make good use of the global broadcast platform.Shanghai new collect cultural entertainment group vice President ZangYanBin Suggestions,To use global talent to help domestic original music"Go out",To adapt to the external market demand.Shanghai Venus Venus said of dance,Should be to establish overseas market agent system.Vice President of the Shanghai theater academy HuangChangYong is mentioned,The research on culture discount and cultural distance of cultural trade influence the deep-seated problems.

　　复旦大学企业所所长张晖明教授指出，当前文化贸易发展中的一些焦点问题，包括文化贸易环境的改善、文化贸易税收结构的调整、文化贸易产品结构的升级和竞争力提升、文化贸易企业主体的培育等，要从政府、市场和企业多方面入手解决，但关键是政府部门要及时改变传统的文化产业发展理念，有序衔接国际文化贸易惯例，在制度环境上为文化贸易发展和文化产品走出去提供好基础。

Fudan university professor of enterprise ZhangHuiMing pointed out,The current cultural trade in the development of some focus,Cultural trade including the improvement of the environment/The cultural trade tax structure adjustment/The cultural trade product structure upgrade and competitiveness/The cultivation of cultural trade enterprise subject etc,From the government to/Market and enterprises of various solution,But the point is that the government departments should timely change the traditional culture industry development concept,Orderly join international cultural trade practice,In the system environment for the development of cultural trade and cultural products go out to provide good foundation.