2010年上海世博会将会是一个用来证明中国快速增长的经济实力的极好机会,对这一点我认同。近年来,中国一直切实的建立其在经济发展方面的全球领袖形象,世博会将加强这一形象。
世界博览会是世界上最大并最负盛名的宣传活动。多年来,他们已经为不同的国家和民族在国际舞台上提供了建立其形象的机会。波兰需要通过参与2010年世博会发展成为中国可靠并重视的贸易伙伴。从长期的角度来看,这会带来明显的益处。主要表现在贸易方面,以及文化和科学方面加强双方的联系。今年的博览会是在世界博览会160年的历史上最大的盛事,它将吸引7千万游客和破纪录数量的国家及国际组织。波兰的参与将标志着国家营销政策的开始,它将在前途光明的中国市场上建立自己的民族品牌。在世博会活动中,波兰是否有希望能够促进对中国与亚洲的旅游服务?中国的旅游业正经历着大幅度的增长,但游客对波兰的了解很有限。
的确如此。根据我们的调查,无论在经济还是文化方面,中国对波兰的了解都非常有限。今年的博览会将改变这种状况,它将向大家显示,波兰不是一个很遥远的国家。促进旅游业将是今年世博会中我们的主要目标之一。我们将对已经被列入联合国教科文组织世界遗产名录的历史古迹进行宣传。我们将证明,波兰是一个值得一游的有趣的国家,它拥有众多旅游景点。波兰的山脉、湖泊以及波罗的海沿岸地区都被包括在全欧洲最美丽的地方之中,他们仍然等待着被外国游客发现。2010年9月8日,旅游圆桌会议将在波兰馆举行。届时,波兰和中国的旅游经营者、国家旅游组织、公共行政管理和媒体的代表都将参与。2010年世博会期间,我们还会将重点放在促进波兰的城镇和地区上。
波兰代表在今年世博会的主要目标是什么?
我想强调的是,波兰参与2010年上海世博会的本身并不是我们的目的,而这是一个在中国宣传我们国家的极好机会。对波兰和其成就的总体宣传和推广是我们馆在今年世博会活动的主要目标。通过建立信任和传播对波兰的认识而开展的宣传活动,是加强波兰在国际舞台形象的长期战略的一部分。我们期望增加波兰作为欧盟成员国和作为一个发展前景广阔的现代化国家的可识别性。基于这一原因,展会中波兰参与的主要方面将在经济层面。
波兰希望成为中国重要的贸易伙伴。波兰优越的地理位置、稳定的政治、由于作为欧盟成员而拥有的安全的投资市场、持续增长的经济、富有创造力并接受良好教育的劳动力以及促进社会和经济增长的欧盟结构基金的可用性,都是波兰最大的经济资产。
我们将通过证明波兰可以作为中国企业进入欧洲的门户,来鼓励中国企业家到波兰投资。波兰与西欧发达国家有着密切的业务联系,这将支持中国企业进入“老”欧盟国家的市场。我们要向我们的中国合作伙伴展示,波兰是一个安全的、有前景的、有吸引力的、并且稳定的投资市场。
我们宣传的优先目标之一是增加中国在波兰的投资额。目前的投资水平并不能反映中国的资本能力和经济潜力。我们将鼓励中国合作伙伴开展在生产、研发、高科技和服务领域的大型投资项目。
我们将讨论波中关系中的贸易赤字问题。作为波兰经济促进战略的一部分,加强在中国经济中对波兰最有前景的行业的宣传,包括采矿、冶金、航空、环保、食品加工等行业。
波兰也将在上海宣传其文化资产。我们的文化活动主题将是在中国倍受欢迎的肖邦音乐。2010年是纪念这一伟大的作曲家诞生200周年的肖邦年,我们希望能在世博会上利用这一机会。波兰杰出的艺术家们将在不同的改编曲中演奏肖邦音乐,包括古典、爵士和摇滚音乐。 “肖邦摇滚”以及“齐舞肖邦”( Let’s Dance Chopin)是在中国年轻一代之中普及肖邦音乐的专门的建议。
波兰馆将如何体现2010年世博会的主题:“城市,让生活更美好”?
波兰在历届世博会活动的成功取决于其展馆建筑的设计以及它展现世博会主题的能力。这在2008年萨拉戈萨和2005年爱知县的世博会上都有体现。今年,波兰对2010年世博会主题“城市,让生活更美好”的反应将是一个关于人类的乐观精神和创造力是每个城市的最大资产的故事。波兰馆的指导主题是“微笑波兰”。我们将展现给人们,波兰的建筑古迹、历史遗址和高科技解决方案背后的推动力量,是具有积极活力的、有勇气和创造力的人们。人们通过建设充满生活与艺术气息的城市以满足他们对创造的渴望,从而促进城市空间的独特氛围。
感谢您接受采访
Interview with Bożena Lubińska-Kasprzak, President of the Polish Agency for Enterprise Development
I agree that EXPO 2010 in Shanghai will be an excellent opportunity to demonstrate China’s rapidly growing economic prowess. In recent years, China has been conscientiously building its image of the global leader in economic development, and the fair will reinforce that image.
Global EXPO fairs are the largest and the most prestigious promotional events in the world. For many years, they have been providing various countries and nations with an opportunity to build their image in the international arena. Poland’s participation in EXPO 2010 is needed for our country to emerge as a reliable and recognizable trade partner for China. In the long-term perspective, this will bring measurable benefits such as the tightening of mutual relations, mostly in the area of commerce, but also in culture and science. This year’s EXPO is the largest event of the type in the 160-year history of world fairs which will attract 70 million guests and a record-breaking number of countries and international organizations. Poland’s participation will mark the beginning of a national marketing policy, and it will build the national brand on the highly promising Chinese market.
Can Poland hope to promote its tourist services in China and Asia during the EXPO event? China is experiencing a tourism boom, but tourists know very little about Poland.
This is true. Based on our research, Chinese have a very limited knowledge about Poland, both in terms of its economy and culture. This year’s EXPO will change that, it will show that Poland is not a very distant country. Tourism promotion will be one of our main goals at this year’s fair. We will promote historical monuments that have been entered on the UNESCO World Heritage List. We will demonstrate that Poland is an interesting country which is worth visiting, a country that offers a variety of tourist attractions. The Polish mountains, the Baltic coast and the lake district, which still waits to be discovered by foreigners, are among the most beautiful places in Europe. On 8 September 2010 a tourism round table will be held in the Polish Pavilion with the participation of Polish and Chinese tour operators, representatives of national tourist organizations, public administration and the media. During EXPO 2010, we will also focus on promoting Polish towns and regions.
What is the main goal of the Polish presentation at this year’s EXPO?
I would like to emphasize that Poland’s participation at the Shanghai EXPO 2010 is not a goal in itself, but an excellent opportunity to promote our country in China. A general promotion of Poland and its achievements is the key goal of our pavilion in this year’s EXPO event. The initiated promotional activities are part of a long-term strategy of reinforcing Poland’s image in the international arena by building trust and spreading knowledge about our country. We will attempt to increase Poland’s recognizability as a Member of the EU and a modern country with vast development prospects. For this reason, Poland’s participation in the fair will have a predominantly economic dimension.
Poland wants to be an important trade partner for China. Poland’s strategic location, political stability, a safe investment market resulting from its membership in the European Union, solid foundations for sustained economic growth, a creative and well-educated workforce and the availability of EU structural funds that stimulate social and economic growth are the greatest assets of the Polish economy.
We will encourage Chinese entrepreneurs to invest in Poland by demonstrating that Poland can be a gateway to Europe for Chinese businesses. Poland has developed close business ties with Western Europe that will support Chinese companies in reaching the markets of the „old” EU countries. We want to show our Chinese partners that Poland is a safe, prospective, attractive and stable investment market.
One of the priority goals of our promotional measures will be to increase the volume of Chinese investments in Poland. The present level of investments does not reflect China’s capital capabilities and economic potential. We will encourage Chinese partners to launch large investment projects in the area of production, research and development, high technology and services.
We will address the trade deficit problem in Polish-Chinese relations. As part of Poland’s economic promotion strategy, marketing efforts will be intensified in sectors of the Chinese economy that show the highest promise for Poland, including the mining, metallurgical, aviation, environmental protection and food processing industries.
Poland will also promote its cultural assets in Shanghai. The leading motif of our cultural program will be the music of Frederic Chopin who is immensely popular in China. 2010 is the Chopin Year marking the 200th birth anniversary of this great composer, and we hope to capitalize on that occasion during the EXPO fair. Outstanding Polish artists will perform Chopin’s music in a wide variety of arrangements, including classical, jazz and rock. „Chopin Rock” and „Let’s Dance Chopin” are only selected suggestions that will popularize Chopin’s music among members of China’s young generation.
How will the Polish pavilion make a reference to the theme of EXPO 2010: Better City, Better Life?
Poland owes much of its success at previous EXPO events to the architectural design of its pavilions as well as its ability to relate to the leading theme of the trade fair. This was the case in Saragossa in 2008 and in Aichi in 2005. This year, Poland’s response to the theme of EXPO 2010, „Better City, Better Life”, will be a story about a country where human optimism and creativity are the greatest assets of every city. The leading theme of the Polish pavilion will be „Poland Smiles”. We will show that the main driving force behind Poland’s architectural monuments, historical sites and high-tech solutions are people with their positive energy, courage and creativity. Man fulfils his desire to create by filling cities with life and art, thus contributing to the unique ambience of municipal space.
Thank you for the interview