1、1本科毕业论文（设计）论文题目浙江省对外文化贸易发展对策研究所在学院专业班级国际经济与贸易学生姓名学号指导教师职称完成日期年月日2毕业论文独创性声明本人郑重声明所提交的毕业论文是本人在指导教师的指导下进行的研究工作及取得的研究成果。除文中特别加以标注的地方外，论文中不包含他人已经发表的学术成果或者他人为获得高等院校学位而使用过的材料，论文中不涉及任何知识产权纠纷。否则，本人将承担一切责任。学生签名_日期_I摘要浙江省作为一个相对拥有较多文化资源，并且靠对外贸易带动整个省经济发展的贸易大省，但对外文化贸易发展形势却不容乐观，贸易创汇十分有限，进出口存在严重逆差。面对竞争日趋激烈的世界文化市场，面
2、临着巨大的挑战。研究浙江省对外文化贸易发展对策，对于提升浙江省文化影响力，改变贸易现状以及“文化出口大省”的体现，均具有重要意义。本文运用国际市场占有率、贸易竞争力指数、显示性比较优势指数三个指标，并结合美国发展文化贸易的经验对浙江省对外文化贸易状况进行研究。研究表明，浙江省对外文化贸易存在缺乏品牌性产品、文化企业实力薄弱、缺乏文化贸易人才等问题。文章提出了加快管理体制改革、加强国际文化交流与合作、培养文化贸易人才等发展对策来促进浙江省对外文化贸易的发展。关键词文化贸易；对外文化；竞争力分析；贸易对策IIABSTRACTZHEJIANGPROVINCE,ASARELATIVELYMORECUL
3、TURALRESOURCES,ANDRELYONFOREIGNTRADETODRIVETHEWHOLEPROVINCEECONOMICDEVELOPMENTTRADEBIGPROVINCE,BUTTHEFOREIGNCULTURETRADESITUATIONISNOTOPTIMISTIC,TRADINGVOLUMEISVERYLIMITED,IMPORTANDEXPORTHASSERIOUSDEFICITFACEDWITHINCREASINGLYFIERCECOMPETITIONINTHEINTERNATIONALCULTURALMARKET,ZHEJIANGPROVINCEISFACINGA
4、HUGECHALLENGERESEARCHOFZHEJIANGPROVINCESFOREIGNCULTURALTRADEDEVELOPMENTCOUNTERMEASURE,TOPROMOTEZHEJIANGPROVINCESCULTURALINFLUENCE,CHANGETRADEPRESENTSITUATIONASWELLASTHE“CULTURALEXPORTPROVINCE”EMBODIMENT,ALLHAVEIMPORTANTSENSETHISPAPERUSESTHEINTERNATIONALMARKETSHARE,TRADECOMPETITIVENESSINDEX,REVEALEDC
5、OMPARATIVEADVANTAGE,ANDCOMBINESAMERICANCULTURALTRADEDEVELOPMENTEXPERIENCETOANALYSISZHEJIANGPROVINCEFOREIGNCULTURETRADERESEARCHSHOWSTHAT,ZHEJIANGPROVINCEFOREIGNCULTURETRADEEXISTSLACKOFBRANDPRODUCTS,ENTERPRISECULTURESTRENGTHISWEAK,LACKOFCULTURALTRADEPERSONNELANDOTHERISSUESTHEARTICLEPUTSFORWARDSTOACCEL
6、ERATETHEREFORMOFTHEMANAGEMENTSYSTEM,STRENGTHENTHEINTERNATIONALCULTURALEXCHANGESANDCOOPERATION,TRAINCULTURALTRADETALENTSTOENHANCETHEDEVELOPMENTOFZHEJIANGPROVINCEFOREIGNCULTURETRADEKEYWORDSCULTURALTRADEFOREIGNCULTURECOMPETITIVEANALYSISCOUNTERMEASURESIII目录1文化贸易的基本概念111文化贸易的概念界定112国际文化贸易的战略意义32浙江省对外文化贸易
7、概况521浙江省对外文化贸易现状5211文化产品与服务出口呈现良好发展态势5212文化商品为主、文化服务比重较低622浙江省对外文化贸易特点7221初步形成工作机制7222初步形成渠道网络8223初步形成项目平台8224初步形成贸易政策93浙江省对外文化贸易问题研究1031浙江省对外文化贸易竞争力测评10311国际市场占有率10312贸易竞争力指数11313显示性比较优势指数1232与美国对外文化贸易的比较13321美国对外文化贸易发展的主要特点14322美国对外文化贸易的成功经验总结1633浙江省对外文化贸易存在的问题及原因17331出口总量偏小、逆差较大17332缺乏品牌性产品17333经
8、营实体实力薄弱18334缺少专门的文化贸易人才18335政策法制不健全、扶持力度不够大18336市场化程度低、市场秩序混乱19337城市间无法形成联动效应194发展浙江省对外文化贸易的政策建议2141加快体制改革、加大支持力度21IV42加强国际文化交流与合作2143拓展文化贸易渠道2144积极挖掘文化资源2245增强文化创新能力2246培养对外文化贸易人才22结论24参考文献22致谢241随着信息技术的发展，全球化进程的日益加速，文化在各国综合国力竞争中的战略性、基础性地位日益凸显，已成为一个国家“软实力”的核心要素。世界各国都把文化产业发展作为国家发展战略的重要组成部分。同时，文化产业的快
9、速发展极大促进了文化产品及文化服务在世界范围内的流动，即文化贸易，其作为一种新的国际贸易形态已成为国际贸易的重要组成部分。在庞大的国际贸易总量中，国际文化贸易只占很小的比例，小到甚至于可以将其忽略不计。但是不可否认的是，近年来的国际文化贸易发展势头迅猛，无论在规模上还是活动方式上都呈现出异常活跃的局面。但从全球市场分配来看，少数发达国家主导国际文化贸易，大型跨国文化产业集团垄断国际文化市场。中国文化产业起步较晚，发展水平低，文化产品在国际市场的竞争力不高，产业相关市场运行机制不成熟，市场占有率低；文化贸易发展滞后，存在较大逆差，尤其是在知识含量高的文化产品贸易上存在严重逆差，与中国现阶段贸易整
10、体顺差态势不协调，与中国具有的五千年文明史的巨大文化资源形成鲜明对比。浙江省在文化资源方面有其得天独厚的优势，包括在杭出版社、文艺演出单位、影视制作中心等文化单位的数目在全国是名列前茅的，同时具有丰富的历史文化遗存。2000年12月31日，浙江省颁布了浙江省建设文化大省纲要20012020，这是全国第一个省级文化建设纲要。近几年，其对外文化贸易的增速很快，但仍处于发展初期，面对发达国家垄断的文化贸易，怎样才能扬长避短，获得文化贸易的利益，对于增进世界对浙江省的了解、树立浙江省良好的国际形象、推动整个省的对外开放程度和经济社会发展，甚至为中国对外文化贸易的战略路线提供良好的借鉴都具有重要的意义。
11、1文化贸易的基本概念11文化贸易的概念界定国际文化贸易是指国际间文化产品与服务的输入和输出的贸易方式，是国际服务贸易中的重要组成部分。贸易一方向另一方提供文化产品和服务并获得收入的过程称为文化产品和服务出口或文化产品和服务输出，购买外方文化产品和服务的过程称为文化产品和服务进口或文化产品和服务输入。国际文化产品和服务是跨境产物，是文化产业国际化经营的必然。“文化产品”属于产品范2畴，“文化服务”属于服务范畴1。联合国教科文组织对这两个概念作了如下定义文化产品一般是指传播思想、符号和生活方式的消费品。它能够提供信息和娱乐,进而形成群体认同并影响文化行为。基于个人和集体创作成果的文化商品在产业化和
12、在世界范围内销售的过程中，被不断复制并附加了新的价值。图书、杂志、多媒体产品、软件、录音带、电影、录像带、视听节目、手工艺品和时装设计组成了多种多样的文化商品。传统意义上讲，文化服务是指满足人们文化兴趣和需要的行为。这种行为通常不以货物的形式出现，它是指政府、私人机构和半公共机构为社会文化实践提供的各种各样的文化支持。这种文化支持包括举行各种演出，组织文化活动，推广文化信息以及文化产品的收藏（如图书馆、文献资料中心和博物馆）等。文化服务可以是免费的，也可以有商业目的。当然在贸易中出现的文化服务，一定是有商业目的的2。通常把文化贸易按交易对象性质划分为“文化商品贸易”和“文化服务贸易”，成为目前
13、广泛应用的分类方法。依据贸易对象反映文化内容的程度差异将文化贸易商品和服务划分为相关层和核心层。二者区别主要体现在文化产品大都拥有无形元素（文化内容）和有形的元素（物质支持）。“核心文化产品”是指能够反映和传达文化创作内容的产品；“相关文化产品”指支撑、生产、配送“核心文化产品”的活动和支持要素，是有益于核心文化元素创作、生产和销售的服务、设备和材料，它们是为创作、生产和传播文化内容服务的，而其本身并不一定能够反映文化内容。以此，文化商品包括核心文化商品即传统的文化商品和相关文化商品两大类。文化商品主要以有偿形式提供。文化服务包括核心文化服务和相关文化服务两大类。文化服务以有偿服务或免费服务的
14、形式提供。表1文化贸易分类表文化商品核心文化商品相关文化商品一、古董一、乐器、声音的播放或录制设备二、图书、报纸、期刊等印刷品二、照相机、电影摄影机及影院使用产品三、音像媒介三、电视收音机四、绘画等视觉艺术品四、建筑、广告和设计五、摄影、电影五、软件文化服务核心文化服务相关文化服务1李小牧，李嘉珊国际文化贸易关于概念的综述和辨析J国际贸易，2007（2）2张玉国，朱筱林文化、贸易和全球化J中国出版，2003（1）3续表一、视听及相关服务一、广告、市场研究和民意调查二、娱乐、文化和运动服务二、建筑、工程或其它技术服务三、个人服务三、新闻机构服务资料来源具体项目来源于UNESCOIUSPRATT2
15、005ACONSENSUSDOESAPPEARTOBEEMERGINGAROUNDADENITIONTHATHASTWODIMENSIONSRST,ONETHATINCORPORATESTHEWHOLEPRODUCTIONCHAINOFCULTURALGOODS,FROMCREATIONTOCONSUMPTIONANDREUSE,BUTISDENEDBYFINALUSAGESECOND,ONETHATRANGESFROMTHENEARTSTOPOPULARCULTURE,AND,INSOMEVERSIONSTOTOURISM,SPORT,ANDHEALTHPRATT1997SUCHDENITI
16、ONSHAVEBEENMADEPOPULARBYTHEUKSCREATIVEINDUSTRIESMAPPINGDOCUMENTDCMS2001ASIMILARAPPROACHHASBEENUSEDBYNUMEROUSNATIONSANDCITIESTOHELPFRAMEPOLICIESFOR“CREATIVEINDUSTRIES”THEUKDENITIONDERIVESINLARGEPARTFROMTHATOFTHEGREATERLONDONCOUNCILGARNHAM2005,WHICHISITSELFBASEDUPONTHEWORKBYFRENCHMEDIAANDCOMMUNICATION
17、SMIEGE1987,1989,ABODYOFWORKTHATOVERLAPSWITHEARLYWORKONINDUSTRIALLIRESMIEGESWORKUSESTHETERM“CULTURALINDUSTRIES”INORDERTOHIGHLIGHTSPECICALLYTHEDIVERSITYWITHINTHEVARIOUSCULTURALINDUSTRIESASWELLASTHEDIFFERENCESBETWEENTHECULTURALINDUSTRIESANDOTHERINDUSTRIESRECENTREVISIONSOFTHEUKDENITIONDCMS2003,ANDDISCUS
18、SIONINUNITEDNATIONSCOMMITTEEON浙江万里学院商学院浙江省对外文化贸易发展对策研究2651TRADEANDDEVELOPMENTUNCTADANDUNITEDNATIONSEDUCATIONAL,SCIENTIC,ANDCULTURALORGANISATIONUNESCOBURNSOWENSPARTNERSHIP,PRATT,ANDTAYLOR2006,HAVEMERGEDTHETWOCONCEPTSCULTURALINDUSTRIESANDCREATIVEINDUSTRIES,ALTHOUGHFORPOLITICALREASONSTHETERM“CREATIVEIN
19、DUSTRIES”HASPASSEDINTOCOMMONUSAGEPRATT2005CUTTINGACROSSTHISPOLICYDRIVENAGENDAISANACADEMICONEROOTEDINECONOMICSOCIOLOGYANDECONOMICGEOGRAPHYTHISDEBATECONCERNSWHATISNOWCOMMONLYTERMEDTHECULTURALECONOMYTHEREARETWOAXESOFDEBATEABOUTTHECULTURALECONOMYRST,VARIOUSAPPROACHESTHATEXPLORETHECULTURALDIMENSIONOFECON
20、OMICACTIONTHUSTHEANALYSISHASBEENTERMEDA“CULTURALTURN”AMINANDTHRIFT2007SECOND,THOSETHATFOCUSPARTICULARLYONTHECULTURALINDUSTRIESASANINTEGRALPARTOFECONOMICPRODUCTIONWITHINTHISSECONDAPPROACHGENERALLYTERMEDTHE“CULTURALECONOMY”THEREAREAPPROACHESTHATRANGEFROMFORMALECONOMICANALYSISTOTHECULTURALDIMENSIONOFTH
21、EPRODUCTIONOFCULTURALARTEFACTSANHEIERANDISAR2007ATHEMETHATCUTSACROSSBOTHACADEMICTHEORETICALCONCERNSWITHTHECULTURALECONOMYISTHENOTIONOF“CULTUREANDDEVELOPMENT”THENORMATIVEUSAGEREFERSTOTHECULTURALCONTEXTOFDEVELOPMENT,ORTHERELATIONOFANAUTONOMOUSSPHEREOFCULTURETONATIONALORLOCALIDENTITYTHISTHEMEHASLONGBEE
22、NACONCERNOFDEVELOPMENTSCHOLARSANDPOLICYMAKERSSEN2000INANALLIEDDEBATE,ALTHOUGHSELDOMPROBLEMATISEDINTHESAMEWAY,WECANPOINTTOTHERELATIONSHIPBETWEEN“REGENERATIONANDCULTURE”INTHEDEVELOPEDWORLDHERETOO,THEREISMUCHEVIDENCEOFANINSTRUMENTALUSAGEOFCULTUREBUTLITTLEAWARENESSOREXPLORATIONOFPRIMARYINVESTMENTINTHECU
23、LTURALINDUSTRIESORCULTURE,PERSEEVANS2001THEGROWINGECONOMICSIGNICANCEOFCULTUREHASDESTABILISEDTHISEXCLUSIVEEMPHASISUPONCULTURE,CONTEXT,ANDMETHODOFDEVELOPMENT,EG,THEEXPANSIONOFCULTURALPRODUCTIONSUCHASLMANDPARTICULARLYMUSICINTHEDEVELOPINGWORLDBARROWCLOUGHANDKOZULWRIGHT2006ANDTHETRADERELATEDINTELLECTUALP
24、ROPERTYNEGOTIATIONSOFTHEWORLDTRADEORGANIZATIONMAY2006INPARTICULAR,ATANINTERNATIONALLEVEL,THEREISTHEQUESTIONOFWHETHERCULTURALGOODSSHOULDBEEXCLUDEDFROM“FREETRADE”THE“CULTURALEXCEPTION”THEARGUMENTISTWOFOLDRST,浙江万里学院商学院浙江省对外文化贸易发展对策研究2652THATTHEHISTORICALPOWEROFTHECULTURALINDUSTRIESISFOCUSEDINTHEUSANDFR
25、EETRADEWILLLEADTOACONSOLIDATIONOFTHISMONOPOLYSECOND,THATTHELOSSOFSUCHCULTURALANDSYMBOLICMARKERSWOULDUNDERMINEPOLITICALANDSOCIALCOHESIONTHATCONSTITUTENATIONSTATESITISINTHECONTEXTOFTHESEDEBATESTHATANALYSESOFTHEIRINTERNATIONALSCOPEOFCULTURALPRODUCTIONANDTHEDISPERSEDPRODUCTIONCHAINSGAINADDITIONALECONOMI
26、C,SOCIAL,ANDPOLITICALRESONANCEBEFOREDISCUSSINGTHEPARTICULARITYOFTHECULTURALINDUSTRIES,IEXAMINETHECONCEPTOFTHECOMMODITYCHAINVALUECHAINSANDCOMMODITYCHAINSTHEEMPIRICALORGANISATIONOFECONOMICPRODUCTIONTHATSUSTAINSANDCONSTITUTESTHEPATTERNSANDPROCESSOFINTERNATIONALTRADEISCONSTANTLYEVOLVINGASHASBEENWIDELYDI
27、SCUSSED,INTHELONGRUNWECANSEEPATTERNSOFTHEEXTENSIONOFMODERNPRODUCTIONANDITSINTERWEAVINGWITHCONSUMPTIONWHILETHEARCHETYPICALFORDISTPRODUCTIONFACILITYISNOLONGERTHENORM,THEDISPERSEDTENDRILSOFMULTINATIONALENTERPRISESHAVEGROWNMOREOBVIOUSBEYONDTHIS,THESHIFTSCHARACTERISEDBYTHEPOSTFORDISTMODELOFFLEXIBLESPECIA
28、LISATIONHAVEALSO“GONEGLOBAL”THUS,WECANINCREASINGLYSEENETWORKSTHATMAYBEORMAYNOTBELINKEDTOTRANSNATIONALCORPORATIONSBUTSEMIDETACHEDFROMTHEMACOREORGANISATIONMAYSUBCONTRACTITSSUPPLIES,SWITCHINGFROMONESUPPLIERANDONELOCALETOANOTHERTOREMAINCOMPETITIVEINTHECASEOFTHECULTURALINDUSTRIES,ANALYSESPOINTTOTHEFACTTH
29、ATORGANISATIONALLYTHEYHAVELONGBEENCHARACTERISEDBYTHEORGANISATIONALFORMOFAFEWCORECOMPANIES,ASMALLNUMBEROFINTERMEDIARYMEDIUMSIZECOMPANIES,ANDAMULTITUDEOFMICROENTERPRISESANALYTICALLY,WECANMAKESOMECRITICALDISTINCTIONSBETWEENNOTIONSOFCHAINCOMMODITY,VALUE,ORPRODUCTIONTHENOTIONOFACOMMODITYCHAINFOCUSESMOREO
30、NTHEORGANISATIONALFIELDANDHOWITMAYBEREARTICULATEDWITHVALUECOMMODITYCHAINSAREDEFINEDBYTHEFINALCOMMODITYHOWEVER,NECESSARILYTHEYINCORPORATEMANYOTHERCOMMODITIES,SERVICES,ANDMANUFACTURETHEVALUECHAIN,FOREXAMPLE,ASDISCUSSEDBYPORTER1998,ISCONCERNEDTOHIGHLIGHTTHELINKINTHECHAINWHEREPROTABILITYISMAXIMISEDBYCON
31、TRASTTHENOTIONOFPRODUCTIONCHAINHASBEENUSED浙江万里学院商学院浙江省对外文化贸易发展对策研究2653TODEVELOPANORGANISATIONALANALYSISOFANYPRODUCTIONACTIVITYANDTOSTRESSTHELINKAGEBETWEENPRODUCTIONANDCONSUMPTIONHOWEVER,THEREAREALSODEEPERQUESTIONSHERETHATHAVEBEENRAISEDBYCRITICSOFCOMMODITYCHAINSTHATWOULDALSOBUTTRESSPRODUCTIONCHAINFOR
32、MULATIONSTHEEPISTEMOLOGICALASSUMPTIONSOFCHAINSANDLINKAGESHAVEBEENCALLEDINTOQUESTIONBYSOMERAIKES,JENSEN,ANDPONTE2000INPARTICULAR,CRITICSPOINTTOTHEASSUMEDLINEARITYANDTELEOLOGICALASPECTOFTHECHAINMETAPHORINSTEADTHEYSUGGESTMOREATTENTIONTOITERATIVEFEEDBACK,NETWORKS,ANDWEBSTOBETTERCONCEPTUALISETHEFIOWSCOMM
33、ODITYCHAINNETWORKS,ORCOMPLEXPRODUCTIONCHAINSWHICHMAYBEMORELIKEARCHIPELAGOSTHANSIMPLELINKEDCHAINS,HAVEBECOMEACOMMONASPECTOFPRODUCTIONSOMETIMESTHELINKAGESARESOCOMPLEXTHATFEWAPPRECIATETHEIREXTENTFOREXAMPLE,THELABELOFORIGINONAPRODUCTHASMERELYBECOMEA“FLAGOFCONVENIENCE”COMPONENTSMAYORIGINATEFROMMANYPLACES
34、ANDINTOTALTRAVELMANYTHOUSANDSOFMILESBEFOREBEINGRECONCILEDANDTRANSPORTEDTONALMARKETSTHEREISALSOAREVERSEDOWOFUSEDANDWASTEPRODUCTSCONCEIVINGTHEPROCESSINSUCHAWAYALERTSUSTOANUMBEROFISSUESABOUTHOWPRODUCTIONISMANAGEDORGOVERNEDUNDERSUCHDISPERSEDANDMULTIAGENCYSYSTEMSCONTROLMUSTBEEXERCISEDATAPHYSICAL,ASWELLAS
35、ORGANISATIONAL,DISTANCEINPARALLEL,THEREAREISSUESTHATCONCERNLOCAL,ANDINTERNATIONAL,ATTEMPTSTOREGULATEECONOMICACTIVITIESRECENTCONCERNSBYACTIVISTSABOUTCHILDLABOURINSOMEAPPARELPRODUCTIONHASBEENEMBLEMATICOFTHECOMPLEXITIESOFMAKINGSUCHPROCESSESVISIBLEANDHOLDINGSUCHORGANISATIONTOACCOUNTWHILEGOVERNANCEISINCR
36、EASINGLYENTERINGTHELEXICONOFGCC,RELATIVELYLITTLEATTENTIONISPAIDTOSCALEANDSPACERESEARCHERSHAVESOUGHTTOPLOTTHELINKAGESANDCONSIDERTHEFUNCTIONANDADDEDVALUEATEACHJUNCTUREGCCRESEARCHERS,ACTIVISTS,ANDPOLICYMAKERSHAVEBEENINTERESTEDINTHEPOSSIBILITYOF“UPGRADING”INDIVIDUALLINKSINTHECHAINTOMODERNISEORTOMIGRATET
37、OANEWLEVELOFPRODUCTIONBAZANANDNAVASALEMAN2001BLAIRANDGEREF2001HUMPHREYANDSCHMITZ2002ASALREADYNOTED,THISINTERESTISNOTSOFARREMOVEDFROMAMORETRADITIONALBUSINESSSTRATEGYCONCERNEDWITHMANAGINGVALUECHAINSINPARTTHEANALYSISOFTHELINKAGESANDVALUEADDEDIS浙江万里学院商学院浙江省对外文化贸易发展对策研究2654SIMILARBUSINESSSTRATEGYISCONCER
38、NEDWITHMANAGINGTHECHAINASAWHOLECLUSTERSANDQUALITIESTHECOREPOLICYAGENDAFORGCCCONCERNSTHEUPGRADINGOFALINKAGEWHICHITISHOPEDCANBEAPOTENTIALPATHTOTHEDEVELOPMENTOFAREGIONHOWEVER,THISEXTERNALFOCUSOVERLOOKSTHELOCALPATTERNSOFLINKAGESBOTHWITHINANDACROSSRMSMOREGENERALLY,THISRELATESTOAVASTDEBATEABOUTINDUSTRIALC
39、LUSTERSWHILETHEREHASBEENMUCHDISCUSSIONOFBUSINESSCLUSTERS,THEREISLITTLEWRITTENABOUTTHETRANSLOCALLINKAGESTHATINTERSECTWITHTHEMINTERESTINGLY,ITISTHERESEARCHERSWORKINGONTHECULTURALINDUSTRIESTHATPIONEEREDTHISWORKFOREXAMPLE,COE2001NOTEDTHEMULTISCALARDIMENSIONOFSUCHNETWORKSBATHELT,MALMBERG,ANDMASKELL2004RE
40、FERREDTO“LOCALBUZZANDGLOBALPIPELINES”ANDPRATT2006ANDGRABHER2002NOTEDHOWPROJECTBASEDPRODUCTIONPROCESSESEMBEDCULTURALPRODUCERSINLOCALITIESFORALLOFTHESEAUTHORSTHENATUREOFEMBEDDINGNETWORKSLOCALANDINTERNATIONALINLOCALORGANISATION,LABOURMARKET,ANDCONSUMPTIONSSTRUCTURESISAKEYTOEXPLAININGBOTHTHELOCATIONALFO
41、RMANDTHEORGANISATIONOFPRODUCTIONINTHECULTURALINDUSTRIESTHISWORKONTHEEMBEDDINGOFCULTURALPRODUCTIONISNOTCONNEDTOTRADITIONALSOCIALANDECONOMICCATEGORIES,BUTITISALSOCONCERNEDWITHLOCALCULTURESOFPRODUCTION,PARTICULARLYISSUESABOUTDECISIONSONTHEQUALITIESASWELLASTHEQUANTITATIVECHARACTERISTICSPRICEOFPRODUCTSAN
42、DLABOURAGAIN,ARECENTDEBATEINTHEGCCLITERATUREISINFORMATIVEDAVIRONANDPONTE2005MURDOCH,MARSDEN,ANDBANKS2000THISARGUMENTCHALLENGESTHEASSUMPTIONTHATQUALITIESAREOBJECTIVEANDRELATETOPREDETERMINEDPREFERENCESTHATAREUNCHANGINGINCONTEXTITISQUITEAPPARENTTHATTHEQUALITIESOFCOFFEEARECRITICALINMARKETPOSITIONINGANDS
43、UCCESSAPOINTWELLMADEBYDAVIRONANDPONTE2005ISTHATTHEFRAMINGOFQUALITYITSELFCANHAPPENATDIFFERENTPOSITIONSWITHINAPRODUCTIONCHAINOFCOURSE,SUCHQUALITIESAREOFPRIMEIMPORTINRELATIONTOCULTURALGOODS,ORANYGOODSDIFFERENTIATEDBYSYMBOLICVALUESEG,DESIGNMOREOVER,INCULTURALGOODSMARKETS,THISISNOTSIMPLYANISSUEOFMARKETSE
44、GMENTATIONANDDISPERSALOFDEMANDINFACT,ITISQUITETHEOPPOSITECULTURALGOODSMARKETSHAVE浙江万里学院商学院浙江省对外文化贸易发展对策研究2655BEENREFERREDTOAS“WINNERTAKESALL”MARKETSCAVES2000,ANDASSO,THEPRECISEQUALITYHASMASSIVESIGNICANCEITMAYBETHATTHISISANEXCEPTIONALQUALITYOFTHECULTURALINDUSTRIESTHATSETSTHEMAPARTINANALYTICALTERMSHOW
45、EVER,MANYARGUETHATSUCHTRENDSAREAFFECTINGALLSECTORSLASHANDURRY1993ITISCLEARTHATANUMBEROFSUBTLETIESAREEMERGINGINCOMMODITYCHAINDEBATES,NOTLEASTOFWHICHAPPLYTOQUALITYISSUESWEHAVEARGUEDTHATSUCHQUALITYCONCERNS,WHENCOUPLEDWITHTHELOCALORGANISATIONALFORMSOFTHECULTURALINDUSTRIES,FOCUSATTENTIONONTHECLUSTERING,S
46、PECICITY,ANDUNIQUENESSOFTHEPRODUCTIONPROCESSINTHECULTURALECONOMYINPARTICULAR,WEHAVESUGGESTEDTHATTHEMORETRADITIONALCONCEPTOFCOMMODITYCHAINMAYBELESSHELPFULTHANORGANISATIONALLYFOCUSEDPRODUCTIONCHAINANALYSISTHUS,WETAKEFROMTHESEDEBATESAPOSITIVECONCERNWITHTHE“WHOLEPRODUCTIONCHAIN”ITSARTICULATIONINPLACES,ASWELLASTHESITUATEDNATUREOFLABOURANDCONSUMPTIONINRELATIONTOTHECULTURALINDUSTRIESINSUMMARY,THISMIGHTCAUSEUSTOEXPLORETHETRANSLOCALCONNECTIONSBETWEEN,WITHIN,ANDACROSSLOCALCLUSTERS
