Study On The Export Of Cultural And Creative Products From China To Brics

As a new and rising industry in the 21 st century,cultural and creative industry has the characteristics of innovation,knowledge-intensive,high added value and low pollution,some developed countries take this as an opportunity to put forward a "creative nation" of the new economic growth model.Today,the world economic recovery is weak,the structure of the financial system has structural defects,and China is undergoing a transformation from an extensive to an intensive economic growth pattern,at this time China should seek the development of cultural and creative industries as a new driving force for economic growth.In 2015 the Brics signed the agreement on cooperation in the field of culture among the governments of the Brics,and in 2017 the agreement for the implementation of the agreement between the governments of the Brics on culture(2017-2021)was signed,this indicates that China’s cooperation with other Brics in the field of culture is being standardized and strong.The market potential of the Brics is huge.At this time,it will be a good opportunity for China to leverage the Brics market to expand export trade of cultural and creative products in the world.Therefore,against this background,guided by the theory of Demand similarity,Maslow’s hierarchy of needs and Hofstede’s cultural dimension,this paper first discusses the current situation of export scale,market distribution and product structure of cultural and creative products in China from 2002 to 2018 in the world and Brics markets,the export competitiveness of cultural and creative products of Brics is analyzed by RCA index,and the trade integration of China with Brazil,India,Russia and South Africa is calculated by TCD index.Secondly,this paper analyzes the problems of China’s export of cultural and creative products to the Brics.In addition,based on the empirical data from UNCTAD,the UN trade database,the World Bank,the CEPII database,Hofstede and the Belt and Road,using the extended trade gravity model,this paper makes an empirical analysis on the economic scale,PER CAPITA GDP,R&D expenditure,geographical distance,cultural distance and whether or not China has signed the Belt and Road agreement with other Brics,according to the regression results,the relationship and influence degree of these six factors on the export flow of Chinese cultural and creative products are analyzed,and the relationship between the export flow of Chinese cultural and creative products and the export flow of Chinese cultural and creative products is analyzed.Finally,this paper puts forward the countermeasures to expand China’s export of cultural and creative products to Brics from three levels: government,industry and enterprises.Among them,the government should play a role in national strength,INNOVATION AND R&D Investment,Free Trade and Facilitation,borrow radiation effect around Brics.The industry should pay attention to the strategy of export distribution,the upgrading of cultural and creative products,the deep integration of digital economy and cultural and creative industries,etc.Enterprises should associate with schools and adopt differentiated international marketing strategy.