2. With the development of science and technology and the intensification of economic globalization, some global cultural industry groups are seeking to change from "scale advantage" to "scope advantage". Transnational cultural enterprises have emerged in the field of cultural and creative industries, and cross-regional and transnational cooperation has also emerged in the production, production and consumption of cultural products. A brand-new era of global cultural and creative industry productivity is coming.
3. Characteristics of internationalization of cultural and creative industries.
(A) the export mode of international cultural and creative industries is changing from single export to diversified export.
In the early stage of the development of cultural and creative industries, the international trade of world cultural and creative industries was mainly based on product export. With the deepening of economic globalization, the scope of international cooperation is constantly expanding, and the internationalization of cultural and creative industries is also changing to a diversified model. In particular, some large multinational enterprise groups constantly push their cultural and creative products to the international market. At the same time, in order to save production and operation costs, reduce international transaction costs, and break through various obstacles such as national protectionism encountered in the process of products entering foreign markets, enterprises began to pay attention to international development models such as capital expansion, brand promotion, and management model export.
(2) International cooperation is an important way to promote the internationalization of cultural and creative industries.
International cooperation is one of the important manifestations of the internationalization of cultural and creative industries. Developed and developing countries are in different positions in international cooperation. Developed countries are at the high end of the industrial chain, mastering the key technologies and core concepts of the industry, while developing countries are at the low end of the industrial chain, mainly focusing on the processing, production and research and development of some non-key technologies, and most of them have no independent intellectual property rights. In addition, developed countries and developing countries adopt different ways of cooperation in cooperation. Cooperative development is a kind of strategic alliance widely adopted by multinational companies, which makes full use of the resource advantages of both enterprises to jointly develop products, thus achieving a win-win situation. Product outsourcing, imported patent production and brand agency are the main ways for developing country enterprises to participate in international cooperation, and they are also the main ways for multinational companies to explore developing country markets.
(3) Transnational corporations are important carriers of the internationalization of cultural and creative industries.
In recent years, multinational companies have paid more attention to the integration of international resources, accelerated mergers and acquisitions, and strengthened the protection of intellectual property rights on a global scale by using their own technological first-Mover advantages and global business advantages, occupying the vast majority of the world cultural and creative market and becoming an important force to promote the internationalization of cultural and creative industries. For example, Bertelsmann Group in Germany is the third largest super group in the global media industry, with millions of members all over the world, and has become the largest English business book publishing group in the world through mergers and acquisitions. In 2003, Bertelsmann acquired Beijing 2 1 Century Splendid Book Chain Co., Ltd., which was the first foreign M&A case in China's book industry. In 2005, Bertelsmann Book Distribution Co., Ltd. and Liaoning Publishing Group were jointly established, and their business began to fully enter the publication distribution market in China, posing a great threat to the domestic publishing industry.
4. Strategic transformation of internationalization of cultural and creative industries in China.
Facing the global pattern of division of labor in cultural and creative industries, China should actively strengthen the research on the internationalization of cultural and creative industries, find a correct strategic positioning, and participate in the construction of the international division of labor system in the most appropriate way.
(A) the strategic goal of China's cultural industry development has enriched the strategic connotation of cultural "going out".
The division system of international cultural and creative industries is a constantly changing system in development, with the characteristics of continuous value-added. Therefore, when formulating the strategic goal of cultural industry development, we should establish the coordinates of the international cultural and creative industry division system, that is to say, we should put the proposition of China's cultural and creative industry development strategy in the whole world cultural and creative industry division system, build a cultural and creative industry development and division system that is coordinated with the modern world cultural and creative industry division system, and promote the prosperity and development of China's cultural and creative industries. At the same time, we should actively participate in the international division of labor system of cultural and creative industries, and constantly enrich the connotation of cultural "going out" strategy. The "going out" of cultural products is only an important part of the "going out" strategy of the whole culture. Facing the era of international cultural strategic competition, if China really wants to gain the competitive advantage of cultural strategy in the future international cultural strategic competition, it should obtain strategic innovation in the design of cultural system, which is also the core and foundation of the cultural "going out" strategy.
(2) Give full play to the international comparative advantages of China's cultural and creative industries and establish the status of China's cultural and creative industries.
Cultural and creative industries are a complex systematic project, and the development of cultural and creative industries requires many resource conditions. Not all countries and regions are suitable for developing any form of cultural and creative industries, and not all forms of cultural and creative industries are suitable for participating in the construction of international cultural and creative industry division system. Only those cultural and creative industries that affect the current international cultural order constitute an important part of the current division of international cultural and creative industries and have strategic value. This requires us to focus on the world, find and use our own international comparative advantages, develop products with localization and national characteristics, and seek the high-end position of the industrial chain. China's profound culture has laid the foundation and provided the possibility for us to successfully market our creative products internationally. Promoting China's excellent creative products abroad can not only meet the spiritual needs of foreign consumers, but also promote the substantial growth of cultural industries. More importantly, the prosperity of international cultural trade is of great significance for spreading the spiritual and cultural connotation of China and enhancing the comprehensive strength of the country. In addition to traditional advantageous cultural industries, China should also attach great importance to the development of modern media industry. Media industry is a cultural industry that can profoundly influence the world sports behavior. When a single media industry does not constitute the strength needed to participate in the new round of international division of labor system reconstruction of cultural and creative industries, it is possible to participate in the international market competition of cultural and creative industries with the comprehensive strength of regional cultural and creative industries by establishing a regional cooperation mechanism. It is possible to rely on international political or geopolitical forces and rules of the game. Deduct the power form needed for the reconstruction of the division system of international cultural and creative industries, gain the right to speak in the new round of the construction of the division system of international cultural and creative industries, and make the new division system of international cultural and creative industries and the new international cultural order develop in a direction conducive to the maximization of national and regional cultural interests.
To participate in the construction of the division system of international cultural and creative industries, we should not only export the system, but also try our best to establish the China standard of international cultural market rules and establish our international status as an industrial standard. China has resource advantages and market advantages to participate in the international competition of cultural and creative industries, but in many aspects, it has not yet formed international standards that can be recognized by other countries, and has not achieved creative results in the intellectual property system and market access system of cultural and creative industries. Therefore, we should organize forces to conduct a comprehensive and systematic study on the related issues of national cultural strategic competitiveness and establish the standards of China's cultural and creative industries.