Advances in Social Science, Education and Humanities Research, volume 196 2nd International Conference on Social Science, Public Health and Education (SSPHE 2018) Research on the Improvement Paths of Shaanxi Cultural Industry Competitiveness Based on SWOT Analysis Lili Ren* Xiangfa Xu Management Science Branch Management Science Branch XingZhi College of Xi’an University of Finance and Economics XingZhi College of Xi’an University of Finance and Economics Xi’an, China Xi’an, China
[email protected] [email protected] Abstract—As a major province of cultural resources, Shaanxi In recent years, Shaanxi artists have paid great attention has historical and cultural resources which cannot be compared to excavating cultural connotations and innovating with other provinces and cities in China. However, its competitive cultural expressions, creating plenty of cultural products advantage is weaker than that of other developed provinces. The with strong regional style and contemporary flavor. The article draws SWOT matrix analysis of Shaanxi cultural industry cultural tourism brands represented by Terracotta development, to clear the advantages, disadvantages, Warriors and Horses, Big Wild Goose Pagoda, Huang opportunities and challenges of Shaanxi cultural industry, then di Tomb and “Imitation of Tang Music Dance” and explore how to cultivate and enhance competitiveness of Shaanxi “Long-Hate Song” are well-known at home and abroad. cultural industry. “Qin Terracotta Warriors Exhibition”, “Shaanxi Tang Keywords—Shaanxi, cultural industry, core competitiveness, Dynasty Cultural Relics Exhibition” and “From promotion, SWOT analysis Chang’an to Rome——The Silk Road National Concert” have become the brand of foreign cultural exchanges in Shaanxi and even China [2]. I. SWOT ANALYSIS OF SHAANXI CULTURAL INDUSTRY DEVELOPMENT In 2017, the added value of cultural industry in Shaanxi At a time when the national cultural industry is booming, Province exceeded 90 billion RMB, with a growth rate Shaanxi needs to grasp its advantages and clarify its close to 15% [3].