Analysis of Jilin Province's Cultural Trade Development under the Background of "One Belt and One Road"

Cultural trade is the new growth point of today's economy. This article analyzes the current situation, development advantages and challenges of Jilin Province's cultural trade under the background of the “One Belt and One Road”, and proposes strategies to optimize Jilin Province's cultural trade development.


Introduction
As an important part of service trade, cultural trade is becoming increasingly important in today's international trade. Many developed countries have listed the development of cultural trade as an important strategy and a new economic growth point. Countries all over the world have realized the importance of cultural trade and actively explored and developed the cultural trade market. China's cultural trade started late, but developed rapidly. China has leapt to become the world's largest trading country but the proportion of cultural trade in the total trade volume is relatively low. In recent years, it has developed rapidly and the trade volume has increased year by year, but there is still a big gap from developed countries. As a traditional old industrial base in Northeast China, Jilin Province has lagged behind in recent years, and its GDP growth rate is the lowest of the country. "One Belt and One Road" initiative has brought new development opportunities to the old industrial base in Northeast China. How Jilin Province takes advantage of its geographical location, explores rich natural and folk cultural resources, tells Jilin stories well, and promotes foreign cultural trade is the key to revitalizing the old industrial base in Northeast China.

Current status of cultural trade development in Jilin Province
In recent years, Jilin Province has steadily implemented various cultural industry development strategies with the strategy of "build a culturally strong province", and the cultural industry in the province has developed rapidly. From 2011 to 2015, the growth rate of the cultural industry in Jilin Province has been around 20%, exceeding the GDP growth rate of the province. Jilin Province adheres to the combination of reform and integration, and cultivates key cultural enterprises, forming a cultural industry with Changying Group, Jilin Publishing Group, Jishi Media Co., Ltd., Jilin Song and Dance Theater, Jilin Film and Television Production Group, Jilin Animation Group. The circle has further enhanced the competitiveness of industries such as film, television, publishing, performing arts, and animation.
According to Jilin Province's 2019 National Economic and Social Development Statistical Bulletin [1], The mass cultural of Jilin Province are keep growing in recent years, as shown in Table 1. By the end of 2018, there were 79 cultural centers (including mass art galleries), 47 art performance groups, 66 public libraries, and 107 museums throughout the year. The number of visitors to the museum reached 9.36 million. A total of 19,384 titles (sets) of books were published throughout the year, of which 13,820 titles were newly published, with a total price of RMB 6.031 billion. The total number of newspapers printed in the year was 646 million copies, and the total price was 983 million yuan. The total number of periodicals printed in the year was 501.886 million copies, and the total price was 388 million yuan. At the end of the year, the comprehensive coverage rate of broadcasting was 99.36%; the comprehensive coverage rate of television was 99.41%. The actual number of cable broadcast TV users is 435,400, of which the actual number of digital TV users is 4,262,500.

Unique location advantage
Jilin Province has the advantage of being along the coast and offshore, and is one of the nine border provinces in the country. It is an important window for the country to open to the north along the "One Belt One Road". Hunchun at the eastern end of Jilin Province is only 15 kilometers away from the Sea of Japan and 4 kilometers away from the Pochet Bay of Russia. It is an important channel for foreign trade and foreign exchange in Jilin and even China. Jilin Province has the advantages of revitalizing the old industrial base, and the processing and manufacturing industry is relatively developed. The five key industries of automobile, petrochemicals, food, equipment manufacturing, and medicine and health are the leading domestic level, especially automobile and high-speed rail manufacturing; Jilin Province is an important national commodity grain production base, and is located in the world-famous "Golden Corn Belt" and "Golden Rice Belt" [2]. Jilin Province is a national ecological construction pilot. There are 58 nature reserves in the province, accounting for 14.33% of the province's land area. The Changbai Mountain Nature Reserve has been designated by the United Nations as a "human and biosphere" natural reserve, and breeds internationally endangered wild species such as the Siberian tiger and Oriental white crane.

Historical and cultural accumulation
Jilin Province has a long history of development and is rich in folk culture. Since the pre-Qin period, Jilin has been placed under the jurisdiction of administrative regions by successive central authorities. In 1907, it was officially called Jilin Province. Minorities in Jilin Province live together, with unique folk resources. There are many ethnic minorities such as Korean, Manchu, Mongolian, Hui and Xibo. There are 4 ethnic autonomous areas in the province. Jilin Province has a variety of distinctive art forms such as Yangge, two-person turn, stilts, dry boat, etc. There are also special Northeast dishes, such as raw mixed vegetables, Di San Xian, pork stew noodles, eight bowls of Manchu, cold noodles of Chao nationality, etc. There are also colorful festival activities, such as "Frost Ice Festival", "Beishan Temple Fair", "Chagan Lake Ice Fishing and Hunting Culture Tourism Festival", "Changchun Vasaloppet China", "Changchun Film Festival", "Changchun Auto Expo" [3]. Jilin Province vigorously develops thematic cultural industries such as ice and snow cultural industry, leisure and summer cultural industry, construction of characteristic towns and characteristic small towns.

Small scale of cultural trade
Although in recent years, Jilin Province's cultural trade has achieved remarkable results, the amount of cultural trade in Northeast China increased by 22.5% in 2018. However, compared with developed provinces, the gap is still very obvious. As shown in Fig. 1, the scale of Jilin's cultural trade is relatively small, and the overall strength of cultural trade import and export is relatively weak. According to statistics, in 2018, China's cultural trade exports were mainly concentrated in the eastern region. Shanghai, Beijing, Guangdong, Jiangsu, and Zhejiang ranked in the top five, accounting for 91.5% of total exports of cultural services trade. Moreover, there is insufficient cultivation of the cultural trade market. How to make consumers of different nations and religious beliefs from different "One Belt One Road" countries to recognize the cultural products of our country and become mutual cultural trade partners. And how to exploit the cultural trade market is the direction of Jilin Province.

Unreasonable foreign cultural trade structure
From the perspective of the types of cultural products and services exported by Jilin Province, high-tech movies, books and other knowledge-intensive products account for a small proportion, while local, traditional, and single labor-intensive products account for the main share. The level of cultural products is low, lack of the leading highend cultural products; there is still a large gap in filming and cartoon with developed countries such as the United States and Japan. The "One Belt One Road" countries have many ethnic groups, different religious beliefs, different customs and habits, and different demands for cultural products and services. How to design cultural products and services that meet the needs and preferences of the country according to the characteristics of different countries is another challenge.

Lack of talents for foreign cultural trade
With the continuous expansion and deepening of economic and trade cooperation between China and the countries along the "One Belt One Road", there is a new demand for international economic and trade talents. Under the background of the vigorous development of the digital economy, there is an urgent need for a group of people with global vision and digital business values that can master and apply Digital business law, combination of knowledge and skills, multiple thinking, with high IQ & EQ and high moral and ethical qualities, such as compound, innovative, application, and skill-oriented "four-in-one" economic and trade talents. However, the current economic and trade talents trained by colleges and universities cannot meet the actual needs of enterprises, and there is a "mismatch between supply and demand" in employment. Specifically in the following areas: First, the lack of characteristics and levels of talent training, the international economic and trade majors in colleges and universities have similar in teaching plans, curriculum settings and training goals. The second is that the training of cross-culture and cross-language communication ability is not enough. The third is the lack of cultivation of innovation and entrepreneurship. Therefore, how to establish a new application-oriented international economic and trade talent training model based on market orientation is a subject that needs to be explored.

Adapt to local conditions and give priority to the development
Among the countries along the "One Belt and One Road", determine and cultivate the key priority countries and product markets for the cooperation with Jilin Province based on national political risks, cultural identity degree, geographic location, economic base and other factors of different countries. Determine the corresponding cultural trade products and policies according to different ethnic groups, religions, Culture and other factors [4]. Adhere to the concept of mutual respect and harmonious coexistence of multiple cultures and religious beliefs, and strive to break the barriers of cultural trade and provide required cultural trade products and services.

Optimize the structure of cultural trade
According to the theory of comparative advantage, develop a type of cultural industry that has obvious and potential comparative advantages in the international market, and change the trade structure of cultural trade in Jilin, which is dominated by labor-intensive products. Create famous brand cultural trade products and services in Jilin, strengthen brand communication and promotion, and use the brand effect to expand the influence of Jilin Province cultural trade. Accelerate the cultivation of key cultural enterprises and the development of cultural enterprise clusters [5]. Give full play to the active synergy of advantageous industries, participate in international competition with cluster brands.

Cultivation of "One Belt and One Road" cultural trade talents
One is to vigorously train new type of talents. The economic and trade education of colleges and universities in Jilin Province should be combined with the development of regional economy. Through the update of training objectives, talent training models, innovative practice teaching systems and other methods, we will focus on the development of complex, application, innovation, and skill-based international cultural trade talents that meets the needs of Jilin Province. The second is to enhance the various treatments and benefits of economic and trade talents, so that people can do their best, and make the best use of them to prevent the loss of talent. The third is to create local characteristics and attract outstanding talents from home and abroad to settle down by providing economic treatment, entrepreneurial support and other supporting policies.

Create a new model of foreign cultural trade under the digital economy.
In the era of rapid development of the digital economy, we must use big data to assist 5G technology, vigorously develop the "Internet + culture" model, and expand foreign cultural trade development channels. Through online live broadcast, offline interaction and other means, such as design, consulting, performance, film, TV and other non-physical form but with higher added value of cultural and creative output on the Internet to the "One Belt and One Road" countries. This can not only change the way of cultural creation and dissemination, and the mode of product and service transactions, but also break through the time and space restrictions of cultural production and consumption.

Make full use of the advanced experience of developed countries and domestic regions
Emperor Taizong once said: "Take copper as a mirror, you can dress up, take man as a mirror, you can see the gains and losses, and if you use history as a mirror, you can know the rise and fall." From an international perspective, by comparing the development paths of cultural trade among developed countries, it can provide experience and reference for the revitalization of the old industrial bases in Jilin province [6]. From a domestic perspective, by horizontally comparing the development paths of the developed provinces and cities of domestic cultural trade, it can propose the correct direction for the development of cultural trade in Jilin Province.

Conclusion
In short, the development of cultural trade is an important way to revitalize the old industrial base in Northeast China, and it is also an inevitable requirement for promoting the economic development of Jilin Province. Jilin Province has unique geographical advantages and folk cultural resources. Only by firmly grasping the historical opportunities brought by the "One Belt and One Road", optimizing the foreign cultural trade structure, cultivating new cultural trade talents, combining cultural trade with the digital economy and pay attention to comparative studies, can we achieve the goal of a strong cultural province as soon as possible.