Folk culture as a region’s most distinctive culture, tourism culture is one of the important part of the folk cultural tourism development area, make folk-custom culture high-quality goods, will promote folk tourism, the development of the tourism industry. This paper discusses the connotation of the folk culture, folk culture in the value of tourism, and finally the development of folk culture tourism puts forward several Suggestions.

Folk culture is a kind of culture tourism resources, folk culture is a basic human culture, this is the long-term decline digestion and absorption of all human cultural factors in the process, is constantly being filtering, screening and precipitation, and condenses in people’s mental institutions of deep culture.

Folk culture in the modern tourism resources plays irreplaceable position.

A, folk culture and folk cultural tourism means.

Folk culture, is produced and inheritance in private, generation of cultural matters attacks, is in the common people’s (relative to the official) in the process of production and life by the formation of the series of material and spirit of the cultural phenomenon. And the folk custom culture tourism is to show people to view and admire, understand, taste, participation in local conditions and customs for the main purpose of the tour. The folk custom is intangible cultural resources, in the value of modern tourism are increasingly show come out, folk cultural tourism has become the most attractive tourist attractions.

Second, folk culture in the value of tourism.

1. The folk-custom culture is an important tourism resources.

China is a multi-ethnic country, 56 ethnic groups work together to create the motherland a long history and splendid culture. The han nationality and ethnic minorities clothing diet, weddings, entertain guest etiquette, amusement, the national technology, festival architectural form and so on, all have distinguishing feature each, formed our country rich and colorful folk cultural landscape. The folk culture phenomenon, with its rich content, strong local color, distinctive national features, attracting a large number of tourists at home and abroad, to form a our country folk tourism development the abundant resources, has the extremely high value for tourism.

The domestic one sampling survey indicates that the American tourists in China in the main goal is to appreciate the sites of interest accounted for 26%, and for the Chinese way of life, local conditions and customs of the most interested in is 56.7%. Current, no matter the developed countries and developing countries, folk tourism are already vigorous development.

2. Folk culture to meet the various needs of the tourists.

(1) to meet the folk culture of aesthetic demand. Our country all kinds of civil building, the folk dress, folk handicrafts reveal natural beauty of simplicity, high aesthetic value. The development of folk tourism, provide experience for tourists folk aesthetic culture of the good opportunity, often the tourists to access a memorable aesthetic feeling.

(2) to meet the folk culture of entertainment demand. Our country many folk activities, such as the Mongolian festival, zhuang and miao will march of the festival festival, lusheng dance, and so on, all has the strong entertainment properties. In tourism activities, for these unique traditional folk-custom activity, can well meet the tourists in the tourism activities for entertainment, the psychological demand for music.

(3) folk culture can satisfy the tourists spiritual needs. As a kind of folk culture from generation to generation, maintain the social stability and continuity, sustaining the national members of the national emotion. Through the participation, experience the folk tourism activities, for the domestic tourists, it may further understand the great motherland of different ethnic, regional are presented of the customs of different characteristics, feel a long history of the Chinese cultural view, visit subtly activities by vivid patriotism education.

Three, our country currently folk cultural tourism of the status quo.

Folk cultural change in the status quo is: surface changes rapidly, deep concept although change is slow, but many traditions are facing the fate of being broken. Traditional folk culture changes or change or disappear, this is the development of folk custom is a normal trend, and, in some folk cultural changes in the process, we really feel the charm of modernization. But no matter the material plane or a concept level, the folk culture change and some negative effect.

1. The traditional cultural value erosion.

In folk cultural changes, there is a special needs our attention phenomenon, that is the loss of traditional cultural value, it includes intangible cultural loss and tangible cultural loss this two respects. In intangible aspects mainly displays in as western Christmas, April fool’s day, valentine’s day, father’s day, mother’s day into our daily life, many of our young people like all these western festival, but for our traditional festivals such as Dragon Boat Festival and the double ninth festival more and more cold, etc. In the visible aspects mainly displays in our tradition of folk culture activities gradually reduce, some even disappeared. The traditional activities some needs a professional personnel, and now many young people all these activities to lack of interest, more won’t participate, that would give these activities lack of an obvious successor.

2. Folk cultural tourism development insufficiency.

Although China’s folk tourism development of achieved good effect, we adopt “people and folk custom villages, field folk custom villages, folk museum, festival activities way of national ecological museum, folk custom, subject tourism” folk tourism development model, folk tourism healthy and steady development. But in the process of development and there are a lot of problems is not optimistic, and the specific in four aspects:

One is not enough protection, protection way not perfect. To protect the folk culture in the legislation is insufficient, makes the folk culture “lawless”, no training good folk culture successor, make folk-custom culture face “lack of an obvious successor” awkward state, most of the protection measures according to have “hysteresis”, that is, the folk culture after damage to take protective measures.

2 it is the folk culture as “a cash cow”. Take “culture DaTai, economic act in an opera” the development mode of folk culture and economic construction, the relationship between more and more close, have the folk culture of commercialized trend. This development model in a certain extent do more harm than good, as 冯骥才 said “continue to take DaTai culture, economic act in an opera, dangers may be in 10 years before it saw”.

Three is folk culture development forge, destruction, assimilation serious. In order to attract the passenger, create more economic value, some local constantly imitate classic folk culture creating culture, some local blindly pursuing economic benefits and social benefit and ignore ecological benefit, some local actually show some low culture.

Four is vulgar culture YiDu not completely, the dross when essence, even with the feudal superstition, damage area folk culture image, the impact of socialist spiritual civilization construction.

Four, folk cultural tourism development strategy.

1. Fully explore folk culture, improve the grade of the folk tourist products.

Fully explore folk culture, is the use of investigation and evidence collection methods, and orderly development of the folk tourism spots or investigation of their component parts, in order to know a lot is beneficial to the development of the first data, from the point of view of comprehensive understanding of the folk culture development. According to the demand of people improve product entertaining and participation, prominent national characteristics, change a single ethnic village cabaret situation, from religious, social, economic, competitive carnival of folk reasonable, comprehensive development, give the folk tourist products deeper connotation to improve its quality.

2. Rich folk cultural tourism form and connotation.

The existing way to visit more facilities, folk display as folk. Guilin lijiang river such as the national park, LiuSanJie landscape garden belongs to with static visit primarily projects. This kind of villages have important aesthetic value and academic value, can make the tourists eye-opening and knowledge, and effectively protect the integrity of the traditional culture, to avoid the damage people. But along with the further development of modern tourism, pure scenic tour has far cannot completely meet in new’s mentality for tourists. So the dynamic, participation to visit the way more and more get the welcome of people. Through this type of visit allows visitors the way to personal feel local amorous feelings, out of the common road activities get in the body and mind fully joy and influence, and greatly improve the interest and participation of the visit.

3. Taking protective measures to prevent folk cultural assimilation.

To make folk-custom culture is the impact of foreign cultures and desalination, tourism, tourists from residents to two party taking protective measures: education and guide consciously protection and inheritance tourism residents folk culture. First, the government or the relevant departments to gradually lost some traditional, customs, habits, celebration, holiday, religious ceremony, to excavate and reproduce, make folk-custom culture get complete protection and passed down, and use this as tourism education material used. Second, the government or relevant departments should and tourist residents communication, let them know that the local traditional folk cultural value, and stimulate them to their life culture of pride and cultural consciousness, urge them active to maintain their own folk culture, and not to blindly accept foreign culture to change your life. Finally, the government and related departments can also use administrative or economic means to encourage and support some characteristics of traditional folk custom culture activities, the government can for tourism at the age of festivals offer all kinds of convenience, even can participate in organization and coordination, create the festive atmosphere, make folk-custom culture activities to consolidate and strengthen the inheritance get. Education and guided the tourists to reduce the influence of tourism folk culture.

4. Paying attention to folk custom culture and natural scenery, organic combination of cultural relics.

As a kind of cultural resources of folk customs and a prominent characteristics: will move a sex. In addition to the local folk activities activities, attracting tourists, also can move to a natural style area and other tourist city in performance, communication, so as to achieve a higher social and economic benefits. And natural scenery, organic combination of cultural relics, available now opening of the folk LvYouXian and built into the folk custom villages, folk custom area, folk museum, folk custom form of entertainment city folk stunt driving skills, the folk dance, folk snack, folk batiks, embroidery, weaving handicraft comprehensive development, will be unique folk tourism project introduce famous scenic natural, and domestic and foreign tourism city, as a fixed or mobility project, involved in tourism and cultural relics in the swim, make they promote each other, bring out the best in each other.

5. Intensify publicity folk tourism.

To adhere to the targeted corresponding supply and demand. Many development market demand project, set up the special experts department of the tourist market for effective factors analysis. Through television, radio, Internet and other multimedia to folk customs of publicity and promotion also can use some exhibition and expo on relevant information show to the public.

6. The high grade development and use of folk tourism resources, prevent “vulgar”

Folk tourism development to ensure that has charm of national culture can really be carrying forward and protection, we must put an end to wanton profane and distort tourist resources of folk customs phenomenon. Therefore, the high grade development and utilization of resources of folk customs for chess is key. The high grade development refers to folk tourism in resources development, aiming to correct this area of resource characteristic, combined with the region and surrounding area tourism environment, the unique folk displayed the amorous feelings, development construction folk tourism resources, should be on the local folk resources fully investigation and research, based on this, choose the development direction, to determine the cultural orientation, the best possible dig out the local folk resources potential.

In fact, the folk cultural tourism resources contain rich tourist value, and carry on the protective development, realize the sustainable development of the folk tourism resources, not only can realize its tourism value, also can bring certain social, cultural and economic benefit. Positive development of folk cultural tourism will be the folk tourism development in the future and a new way.

Mining and utilization of cultural resources, are important aspects of implementing scientific concept of development. All parts of the whole, in the cultural area, developing the city, the ambitious vision of the province, most of them focus on local culture theme and development resources into economic advantages, so as to improve the comprehensive competitiveness of regions. In fact, the “culture” is a unique phenomenon, whether it is the inheritance of traditional culture resources, integration or advanced culture of innovation, whether it is cultural construction of the cause of development of cultural industries, whether it is a city regional image propaganda shaped by the spirit of, their foothold to build on in the cultural development of unique and accurate grasp.
A

Generally, cultural production and production services and other products and services, applies a rule of general market. In fact, in many areas, cultural input and output is not as straightforward. First, it expresses to recent investment, long-term output. Many of culture heritage so far still attract was from world around of tourists, together famous cultural landscape may became a city, and a area sentiment index of Fulcrum, but they in built of early, may only was understanding for Grand brilliant, and can handed down of “General” property; and its builders pour its financial and wisdom, carved honed, consider of also is not in lifetime with it stability earned a to. Outstanding benefit the contemporary creation of ancients, today a masterpiece of human culture should be naturally across age, with a view to the future. Second, it manifested as inputs, outputs that place. Functions of cultural, radiation has raised. Museums, libraries and theaters keep going by painstaking effort, beyond their means, but its surrounding land, real estate appreciation, all the way; school may take the Government fiscal revenue, but famous teachers as a regional marketing’s greatest “selling points”. Third, it expresses for local investment, the overall return. The most classic example is the United States, Cleveland’s recovery. In the late 1960 of the 20th century, the residents, investors racing to curse this lifeless city, even as it held a “funeral”. However, when the new mayor of “Cleveland tomorrow” plan implementation, the World Trade Center, the rock and Roll Hall of Fame, baseball field, and the Rockefeller culture but radiate rapidly up this “factory” vitality and charm of the city.

The above analysis, we can easily agree with several of the following proposals:

First, while utility maximization in the pursuit of cultural products and services, attention should be paid from the Foundation, Foundation and other essential aspects for sustainable development in the ability of providing lasting returns. Some culture though sometimes just city image and public spirit of improvement, but it will eventually achieved through enhancing urban attraction and creativity and economic and social value. Culture is the background of the city. All profit-oriented creation of up to be just “cultural fad”, occasional perfunctory can only increase the “cultural garbagepurify”. Some “cultural” for packaging, one-sided pursuit of short term actions even degenerated into bad tricks. Real culture must reflect the nation’s intelligence and psychological characteristics, quality reflects the spirit of an era and civilization. Therefore, when we focus on cultural construction in time, those classics that inheritance does not weaken, those rooted in the traditional spirit of the masses, no doubt are then created the inspiration given to us.

Secondly, cultural force has its own radiation RADIUS, it may cross-regional or trans. In the process of cultural development, we should from the perspective of resource integration research focusing on the cultural circle, not only the pursuit of a single product, landscape benefits, and should pursue the driving role of culture and the appreciation of the whole of the city. Culture, cultural circle is an important cultural phenomenon, it is a cultural landscape with enough influence or other carrier for the core and the formation of a special development zone. In this area, not only culture itself has the depth and vitality, and the economic and social development has certain advantages and overall due to the accepted cultural radiation characteristics. Therefore, in the cultural circle, both the cultural industry and cultural undertakings and cultural facilities, are not the only industry. It and other forms of service industry, the economic and social organizations to form “cultural community”. We should grasp the law of the premise to build new cultural dynamic community, better play a cultural leader, activation.

Third, cultural output is often tortuous, indirectly, in many cases, the cultural value of the outputs and inputs of difficult to use in terms of money. In the process of development of culture, some do not consider come it because the benefit to the beneficiaries of cultural property unit of input. Therefore, the Government as a regional representative of the interests it is necessary to develop appropriate public policies, in the context of a relatively reasonable to consider cultural balance between inputs and outputs. For example, protection of key cultural relics, ancient landscape are of all benefit from merit Act. But if the heritage unit and through market forces seek to balance historic monument, in-place balanced, the result can only be a heritage not overall value, Outlook does not save, urban decay. If the Government can, in a spirit level on the “who benefits, who put the” principle of jump “culture”, considered in the broader balance of land and capital, “cultural” is likely to gradually get out of the precarious predicament.
II

Interactive relationship between economy and culture cannot be simply interpreted as culture to sell, the so-called “cultural use, economic Opera”. Cultural and economic interaction, roughly can be divided into three phases:

The first stage, culture naturally as a background role in the economy. Specific national mentality, values and cultural traditions, social customs, cultural background of a number of cultural factors constitute economic activities, their activities being hit by the principal State of mind, thinking habits, behaviors and thus affecting the efficiency of economic activities. This effect is a potential, indirect, but it is also established, spontaneous. Sima Qian historical records · cargo colonization biographies under had description has around economic development of culture background: Qi “its vulgar wide sustained wide up”, Zou Lu “vulgar good Confucianism, preparation Yu ceremony, to villain all, Thrifty Sik Sik Yuen”, Yan Zhao “husband phase poly game, woman tour Pro rich”, culture background of differences always through economic activities of way, and scale, and levels, twists and turns to reflect out, in other words, economic activities always degree different to penetration was from “background” of forces.

The second stage, culture as a means of proactively acting on the economy, such as corporate culture, business and culture. Enterprise culture is a direct economic and cultural transformation, and for the purpose of transplantation. Construction of enterprise managers in corporate management permissions within the enterprise, absorbing both the established positive factors in the cultural background, and introduces some fine cultural results of the external, to consolidate, build a local cultural environment full of vigor and vitality, motivation, condensed staff and increase the productivity. Business culture, in relation to its narrow sense, is condensed in the cultural value of goods and services, and with the exchange of goods and passed on to consumers. Due to the cultural value of greatly enhanced the ability to meet the demand of goods and commercial culture became aroused and powerful forces to meet new needs, promote economic growth.

The third stage, culture, economy and mutual integration. When the material up to a certain extent, in demand around the increasingly prominent role in the culture. Consumer culture in the people, not only in cultural activities, and in economic activity in the pursuit of taste and culture. In a civilized State, all behavior is cultural behavior, all goods and services become the carrier of culture. Culture is an inevitable trend of the economy, economy of culture. Therefore, in the process of development of culture, we want as the background of economic activities, material culture, tools, and the prosperity of culture as the ultimate goal; in the process of economic development, we must attach importance to purely economic interests, also pay attention to the economic activities of the cultural tastes and cultural content.

Three

Some mention of cultural resources, is heritage; a cultural development, is the protection of the heritage and development of tourism. If this is the understanding of culture, we are not creators of culture, but a passive vigil of culture. On the relationship between inheritance and innovation, must stand on a new level to know. Theory of probability, about three scenarios:

The first is to preserve and protect the full. Become a historical heritage of wisdom or blocks, party and the Government should create all the conditions for worldwide protection. Imperial Palace, is a Palace in the East and the architectural masterpieces of art, meteorological, and shine forever like the Sun and the Moon, who can’t move.

The second is the “heel of the matter and increased its China” contemporary human imagination and creativity to play, the ancients created on the basis of adding new content. Such as the courtyard, although it holds a historical style, but its materials and functionality, and unsuited to modern civilization. We shall protect historical style perfection on the basis of its functionality, making it both the renewal of classical style and support of modern life, and to the continuous transmission.

The third is innovation, and peers of the time. Every birth of precious cultural relics, formation of every important heritage, when culture results are ancestors set large boldly creating, constantly breakthrough results. Only a legacy of innovation to form a new, innovation is the highest realm of inheritance. We, as children of the Chinese nation, and more with emotion should shoulder the historical mission of cultural innovation. Organic renewal of historic districts, economic circle of culture construction, development and meet the needs of modern cultural industry, building reflecting contemporary human wisdom and cultural facilities and landscape, establishing compatible open culture, building the leadership of the Party Committee, government management, the business system of sth Every task is challenging, is now in the standpoint of cultural innovation.

This article carefully examine the cultural p roduct p roduction and the trade in the contemporary world de2velopment condition, and conducted the comparison research to the Chinese culture trade question. Proposed the transfor2mation idea, strengthened the understanding and the reform trade system raised constructions and so on technical level byfurther develop ing our country foreign culture trade.

　　　Experience over the years United States Hollywood film on the market after the bombardment of Chinese culture, in recent years and ushered in the “big long now” marked “Korean” invasion. All this for the general public, baptism is naturally the cultural psychology of aesthetic taste and enjoyment. However has a history of 5,000 years of civilization and rich cultural resources of China, it should be a big shock and impact, enough to cause concern of the Chinese Government and people.

　　　A profound cultural national introspective consciousness will normally continuously reflect on the cultural heritage of universal value of the kernel and its dissemination issues. Accumulation and development of culture will usually with the changing times and demonstrated dynamism and richness. Unfortunately is, Chinese for China’s cultural identity, dissemination and development of cultural industry still in a rather ambiguous and hesitation in the State.

　　　We often read in the report of the Government at all levels to a sentence like this: “we must strive to improve the people’s increasing material and cultural needs”, “we want to develop cultural industries.” However a little Korea, in the aftermath of the 1997 financial turmoil, only took a few years time they created the music, film, television, and other cultural works not only swept the South-East Asia, also entered the market in Europe and America, became a vital force in the cultural industries in the world market. They do not need to abstract quietly boarded the number of the world’s cultural stage, this cannot but arouse our deep consideration.

　　　, China foreign trade and culture in the contemporary world
　
　　　In the last century, America, Japan, Britain, Germany is the largest exporter of cultural goods, global cultural 5,514% of the total exports of goods, at the same time they become the largest importer of cultural goods, accounting for cultural goods imports 47%. Since the beginning of this century, China has become the cultural product import and export power, but unfortunately over cultural 50% of Chinese exports is a gaming device, culture, entertainment, and sports equipment, indeed, with China’s status as a manufacturing powerhouse in the world match in recent years, but China is a country that has a history of the oldest cultural traditions that position inappropriate.

　　　The real volume of merchandise trade in the world ranking of China in the first three digits, however, import and export of cultural goods and services trade about 10:1; Since 2001, China’s average annual introduction and book rights about the ratio of the output to 10:1. Since 1992, purchased in China Russia copyright as first in the world, and to Russia almost zero output copyright. 1998 as high as $ 30 billion in book sales in China, export only $ 20 million. In 2002, imports of electronic publications is exports of 14 times. In performances, film, audio-visual, exhibition, exhibition in industries such as periodicals, newspapers, there is a significant trade deficit. In particular, whatever the level and content of the exhibition and cultural celebrations, trading activities, we will see the participation of foreign cultural groups and the introduction of cultural products, not only greatly extrusion discourse space of Chinese culture, while also forming a bigger trade deficit.

　　　Chinese production and trade in cultural products has been staying on a small scale, low grades and low efficiency levels. Trade development trends of the contemporary world is the proportion of trade in services is increasing, international culture as an important part in the international trade in services trade in the share of trade in services and in the considerable increase in the proportion. Important characteristic of the era of knowledge economy is the exchange of knowledge on a global scale more and more, knowledge and cultural products of ever-increasing proportion of trade in services. If the United States export growth in 2005 to copyright and licensing fees reached nearly $ 500 billion, growth exceeds the transportation service and military sales. By comparison, we felt the severity of the problem, this has become our research engine of China cultural trade development.
　
　　　Second, proposals to enhance the culture of China’s foreign trade

　　　How to improve the trade in Chinese culture, to make a review of all aspects of the system, since “culture” of the extensiveness of the concept of cultural products and cultural products trade on the cognitive diversity makes it to trade in goods and services much more difficult than the other.

　　　(A) better understanding of the concept of culture and trade in cultural cognition

　　　”Cultural” explanations, can be roughly divided into the special and General. Generalized “culture” refers to all human physical and mental activity and the result is the process of cultural behaviors and cultural achievements. Including the material production of man of nature, human accomplishments, System products of civilization and spirit and ideology. Culture concept refers to the spirit of knowledge and products in a narrow sense, also includes the institutional culture and ideology of accumulation.
　　　
　　　In exploring the cultural significance of human existence and socio-economic development and value, we hope that the broader cultural perspective of view, human civilization in the process of the accumulation of all civilization achievements as the common heritage of all mankind to think about. However, when we study cultural trade, we need in a specific narrow sense culture on the cultural connotation in the context of a limited interpretation of culture as is the product of human systems and concepts. Only in this way can only distinguish it from other substances of commodity production and trade in the area.

　　　Cultural trade is a special kind of trade in services in international trade, it is the intellectual property of cultural products and services related to trading activities. Cultural products not only have the property of goods also have spiritual and ideological attributes. As spiritual pursuit, and psychological needs of the people than people need to have a high level of material life, therefore the production of human culture and foreign culture trade not only with economic function, and can spread ideologies, values and culture. Korea TV series “big long now” not only copyright best selling around the world, access to the huge economic interests like a Samsung, Hyundai, also spread to the world the Korea traditional people adhering to honesty, respect, teamwork and the inspirational spirit of reform, and fearless. Popular Hollywood films global, the United States to the global promotion of democratic and moral values of individualism, its influence must not only support the United States cultural industry, but form a meaningful discourse power in the world. Therefore, all levels of Government and the people’s understanding of cultural function, significance and value of trade also generally improved. It’s not just as a strong culture of China to the world of Chinese cultural philosophy and spiritual resources needed, but also allows people to enjoy the fruits of Chinese culture in the world that China in various fields such as economic and political discourse of greater powers.

(B) develop foreign culture trade, accelerating industrial structure adjustment in China

　　　Economic growth in the present unreasonable State of industrial structure in China, low proportion of tertiary industry in total, seriously restricting the development of service trade in China. At present, few tertiary industry to the GDP of developed countries on the contribution rate has reached more than 70%, and only around 34% in China. Cultural trade to increase on the total amount of the contribution of the tertiary industry is not only more upgrade and improvement of the internal structure.

　　　Global services at the international trade in services classification standard, there are eight major categories of 142 service project, one of the four categories is cultural, sports and entertainment services. Culture services trade also includes the first major class of goods and services in the printing, publishing and the second largest category of f-class communications services in the class-d audio-video service, which is through the WTO Council for trade in services classification recognized by the accreditation in Geneva.

　　　Current popular cultural exchanges between the countries in the world is actually a cultural exchange of products and projects, belongs to the important component of international trade in services. Trade in culture goods platform is built on cultural industry development on the basis of. In the construction of cultural exchange platform, China still has a long way to go. In developed countries, the development of education industry in addition to public financial support of the few public schools, non-governmental school and marketing management for developed countries to provide a large amount of foreign exchange earnings, such as the United States through Disneyland, NBA basketball to the infiltration of the world for the United States has huge economic benefits to the community. Spain Real Madrid Football Club take advantage of the star in the World Showcase, free time in League visits to mainland China, Hong Kong culture, such as trade, both to get the big business interests, and spread the Spain football culture and philosophy. This shows that the culture is available as well as a production and trade industries.

　　　Development of foreign trade and cultural construction of cultural industry and cultural industries to market concepts and tools to build. This will change over the years of customary use by the Chinese Government at all levels in the era of planned economy thinking Executive and administrative measures. We need the Government’s planning and management of cultural industries, as soon as possible the establishment of a dynamic cultural industries effective running mechanism, enabling the promotion of cultural products production and trade policies and laws, including project approval of cultural trade, commodities, foreign exchange management structure, tax incentives, etc. The crux of the problem is that we should strictly follow the accredited institutional and legal frameworks, and management rather than by one culture of simple personal will to master the power of culture industry development in the region. Institutional design and policy development at the same time we must to be market-oriented, providing a platform for enterprises engaged in the production of cultural products for compliance, policy guidance, equality and fair competition environment. Education, culture, sports, publishing, public exhibition in the planned economy era is generally considered government power most directly the most stringent areas of jurisdiction, it even has some kind of government monopoly of cultural resources, but for China’s cultural industry development and dissemination of cultural products has had a positive effect. So we still have to, like other industrial development patterns, and enliven the Chinese cultural industry and the development of foreign trade and culture. When market forces have a deviation, the Government should have a way of using effective institutional arrangements and legal means to adjust and regulate. Such as the United States to prevent the film because the monopolized and weaken competition in the market, the Government strictly limited monopoly of the domestic film industry, is not allowed from vertical monopoly of creative and production to distribution and exhibition. Korea a few years ago after the financial crisis, the Government has developed a series of policy measures on the priority development of cultural industry, just a few years of marketing, cultural enterprises have mushroomed General established, formed a very active cultural industry production and trade situation. We should make the experience of foreign trade in cultural industry development of institutional and cultural policy, and that they should be learning from reform of China’s foreign trade for more than 20 years experience. [On the \ LunWenNet\Com \ network]

　　　(C) the integration of cultural industry resources, brand strategy, expanding the international market

　　　China’s vast, populous, and have never interrupted the cultural accumulation of. Many cultural workers and the rich cultural resources is our development of cultural industry and cultural basis for trade with foreign countries. But the number of cultural enterprises in China, level low, lack of capital, is too small. A few years ago despite the transformation of radio and television, news publishing system, establishing a number of large cultural enterprises, but the level of intensive management and industry concentration is not high, does not have a brand.

　　　Foreign Media momentum of large-scale mergers, China’s cultural industry to accelerate the pace of restructuring, breaking the line between regions and between industries and ownership, through the joint, merger, reorganization, and other capital works building large multi-industry group, the enterprise scale management and optimal allocation of resources, build a brand and culture brand, into the international market.

　　　We made in the cost of the Hollywood movie, a famous brand advertising, international cultural events can be seen, cultural products require large amounts of capital, sometimes for several seconds results will spend millions of dollars, for small companies that distributed job is unbearable and, secondly, cultural product in the process of making high technology content and high technology development cost is very great; Trust is the main resource of cultural products both high level talents, their salaries tend to be astronomical. This requires some capital and cultural enterprise to scale, even low-budget production of cultural products with national characteristics, their promotion and dissemination also need lots of money. Is also very rich in cultural product original returns, of course. China in recent years there have been some big production of film, theatre, but also to imitate Western art is simple in its form, because the thin on content not formed too large of an impact on the world.

　　　Consumption of cultural products and traditional goods characteristics are different, common goods there is a law of diminishing marginal utility of consumption. And appreciation for cultural products is not the case, a theme or concept is thousands of years of artists in various artistic forms will also appreciate the desire of the people of interpretation, and disseminate as widely as possible is far more being accepted. This we can from the Greece story, myth and drama, and sculpture is widely spread throughout the world and greatly favored can look at it. A unit’s physical resources are people sharing scenario, share more people enjoy to share less, but cultural resources, consumption of people of more cultural ideas and joy is more the increasing accumulation of cultural resources will make utility. Football, NBA, happy Film Festival brings hundreds of millions of people can be more enhanced their craving. This is a challenge to the traditional economics, but also inspire us to new thinking.

　　　We should dare to Chinese traditional cultural resources with new technology and forms of packaging and presentation. We are not afraid of how old is this cultural resource, as long as we advance with the times to join the modern elements can certainly make it full of youth. This fact for our large-scale, high-input production has laid a good foundation.

　　　Culture of the shortage of resources is not, the shortfall may only be of capital, technology and human resources, especially those with special talents of innovation and technology tools are the most important cultural products production and trade, and these only by a large company and established market to develop. The Chinese Government has recognized the importance of cultural trade, began to have some operational experience. We believe that adhere to market-oriented cultural industry construction trend unchanged, culture of China’s foreign trade will continue to move forward.