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Research on the Improvement Paths of Shaanxi Cultural Industry Competitiveness Based on SWOT Analysis

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Research on the Improvement Paths of Shaanxi Cultural Industry Competitiveness Based on SWOT Analysis 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]. According to statistics, in 2017, shortcomings, and actively explore the 4C (Confidence, Shaanxi’s cultural industry investment reached 177.76 Clearness, Cogitation and Consciousness) virtuous cycle billion RMB, a year-on-year increase of 21.3%, ranking development model. Confidence in Shaanxi’s strengths, first among all provinces and municipalities [4]. clearness to Shaanxi’s development weaknesses, cogitation on Shaanxi has established a group of large-scale cultural the challenges and threats, and consciousness of good enterprise groups represented by 9 major groups. opportunities, then strive to develop in the Belt and Road Taking Shaanxi Cultural Industry Investment Group as initiative. It aims to realize the transformation from a province an example, it has grown into a large enterprise group of cultural resources to a province with strong culture. with 21 subsidiaries since its establishment 6 years ago. The scale of corporate assets has expanded by more than 7 times, forming an industrial structure covering A. Strengths six major sectors: film and television, art, media, Shaanxi historical and cultural resources are highly cultural tourism, cultural finance and the Internet, which regional. Xi’an was once the ancient capital of the 13th demonstrating the tremendous development potential Dynasty. Terracotta Warriors and Horses, Ming City and vitality. Wall, Big and Small Wild Goose Pagoda, Qianling Mausoleum and Hanyang Mausoleum are magnificent, The development of Shaanxi’s cultural industry takes honor and dignity. That’s why Shaanxi is known as Xi’an as the radiation center, and the three major Natural Museum [1]. Shaanxi is an important birthplace regions of Guanzhong, Northern Shaanxi and Southern of Chinese civilization, because its historical and Shaanxi are linked together. Cultural tourism, radio, cultural heritage has special advantages such as film, television, news, and entertainment are the worldwide, richness and uniqueness. The non-material development priorities. With the basic pattern supported intangible cultural heritage is also extremely rich, such by cultural industrial parks, industrial bases, large-scale as local opera, folk songs in northern Shaanxi, peasant cultural industry groups and cultural enterprises paintings, paper-cutting, shehuo and various specialty promoting the leap-forward development of Shaanxi’s snacks. With extremely promising development value cultural industry. In recent years, Shaanxi has firmly and economic value, it has laid a solid resource stock grasped the advantages of Xi’an as an international foundation for the development of Shaanxi cultural metropolis, fully exerted its strong central radiation and industry. leading role, and actively promoted the combination of Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 297 Advances in Social Science, Education and Humanities Research, volume 196 regional characteristics and culture. It has initially C. Opportunities formed three regional characteristic cultural industries After the implementation of the Silk Road strategy, the such as Guanzhong history and modern culture coexist, global focus is on the new starting point of the Silk the history of Northern Shaanxi revolution and feelings Road Economic Belt-Shaanxi. As a cultural leader, of the Loess Plateau, and the Hanshui culture and green Shaanxi should give full play to its geographical culture in Southern Shaanxi. Add to Xi’an, the four advantages in the Belt and Road initiative, let the world major cultural industry regional centers have established know about Shaanxi and bring Shaanxi’s characteristic a strong industrial concentration based on their culture to the world. At the same time, the introduction historical resources and relying on the government’s of external resources to invigorate the development of investment guidance for cultural industries. Shaanxi. Culture is the medium for bringing economic belts along the Belt and Road Initiative. B. Weaknesses Since the central government decided to develop the Although there are many cultural resource brands facing cultural industry into a pillar industry in the report of the world in Shaanxi, the popularity of most brands is the 18th National Congress, relevant policies for limited to the region and the country. In addition, the supporting cultural industries in Shaanxi Province have related industries do not form a relatively complete been introduced. It can be seen that Shaanxi will industrial chain, and the cultural brand cluster effect is develop the cultural industry as the “top priority” for not prominent enough. Generally speaking, there are too strengthening cultural construction. The grand goal of few fine cultural products, many cultural enterprises building a strong western cultural province proposed by have insufficient means of innovation, and the scientific the provincial government, coupled with the successive and technological content is low. The development of support of cultural industry policies, has provided new technologies and new formats such as digital strong support for the development of the cultural cultural industries is slow, and the relevant industries industry. have failed to effectively transform the resource advantages into industrial advantages, and have According to statistics, the per capita GDP of Shaanxi is insufficient attention to the innovation of emerging slightly higher than the national average, the cultural cultural formats and the extension of the industrial chain. needs of the people are increasing, and there is a broad market for consumption potential. With the increasing At present, the cultural industry in Shaanxi Province is frequency of cultural exchanges at home and abroad, the mainly concentrated in the Guanzhong region centered charm of Chinese culture has attracted foreign people to on Xi’an. The cultural industry development in southern have a strong interest in China. The cultural relics Shaanxi and northern Shaanxi is weak, and the department has not only demonstrated the Chinese imbalance between regions is very prominent. In 2017, civilization and the excellent cultural heritage of there were 699 cultural enterprises above designated Shaanxi through the cultural outreach, but also created a size in the Guanzhong region, accounting for 71.3% of favorable atmosphere and basic conditions for the the province, Southern Shaanxi and Northern Shaanxi development of Shaanxi’s cultural industries. In the accounted for 20.5% and 8.2% respectively. Above- creation of a new starting point for the Silk Road scale cultural enterprises in Guanzhong realized Economic Belt, Shaanxi has made many efforts, such as operating income of 73.35 billion RMB, Southern the Silk Road Film Festival and the Silk Road Shaanxi and Northern Shaanxi accounted for 8.4% and International Art Festival, which have brought huge 1.8% respectively [5]. market potential to the development of the cultural In the province as a whole, Shaanxi cultural enterprises industry. have been in a weak, small, and scattered state for a long time. All links in the cultural industry are isolated, D. Threats and no effective industrial chain has been formed, The large cultural industry groups in some developed which is a disadvantage in competition among various countries have quickly entered the domestic market provinces and cities. In particular,
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