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偏好相似理论是以需求为研究出发点,研究世界各国如何进行国际分工并进行国际贸易的基本理论。通过对我国文化产品和服务同主要贸易伙伴在需求上具有重叠性的分析,并结合偏好相似理论的假设,认为偏好相似理论是适用于分析我国文化贸易和文化走出去战略的基础理论。并以需求重叠为基础,提出了基于偏好相似理论的文化产业走出去战略体系,包括四个主要方面,即产业结构调整适应贸易结构战略、产业布局适应对象国分布战略、产业布局适应产业协同发展战略以及产业政策制定针对行业特点战略。并结合我国文化产业发展的现状及特点,提出了基于偏好相似理论的文化产业走出去战略实施对策。
The theory of preference similarity is based on the demand of research, the basic theory of how all countries in the world carry out international division of labor and conduct international trade. Through the analysis of the overlapping demand of our country’s cultural products and services with major trading partners and the hypotheses of the theory of preference similarities, we think that the preference similarity theory is the basic theory applicable to the analysis of our country’s cultural trade and cultural going-out strategy. Based on the demand overlap, this paper proposes a strategy system for cultural industries to go global based on preference similarity theory, including four major aspects: strategy of industrial structure adjustment and adaptation to trade structure, distribution strategy of industrial layout to target countries, industrial layout to adapt to industry coordinated development Strategy and industrial policy development strategy for the industry characteristics. Combined with the current situation and characteristics of the development of cultural industry in our country, this paper puts forward the strategy of going out of the cultural industry based on the theory of preference similarities.