The Study of Improving China´s Shipping Soft Power

Since the reform and opening up, China´s shipping industry has been developing rapidly, with rigid targets reaching or approaching the world´s top level. However, meanwhile, a variety of bottleneck effects gradually emerge, which are mainly in the area of soft power construction. For example, the shipping development lags behind the port development, shipping service industries behind the shipping development, and the development of Maritime research behind the development of shipping services. As the centre of world´s cruise industry is progressively shifting to the Asia-Pacific region, the cruise economy has arose in China and developed well so far. In view of the status quo of China´s developing shipping and cruise industry, this article builds up an innovative model of CHS three-force, probes deeply into the relationship between cruise industry and shipping industry, and puts forward suggestions on how to enhance the core competitiveness of China´s shipping industry in the world as well as promote the scientific development of China´s shipping industry.