Research On The Potential Of China’s Cultural Goods Export To The "Belt And Road" Countires

In recent years,cultural confidence has become a much-discussed topic.To vigorously promote Chinese culture to go out,we need to actively export cultural products and export cultural products containing China’s 5,000 years of history to all over the world,which is the only way for China to demonstrate its cultural confidence and enhance the country’s cultural soft power.Thanks to globalization,the economic ties between countries are closer and the expansion of cultural trade is more rapid.Now,the study of the cultural trade of countries along the "Belt and Road" is meaningful.From the side of export status,export potential and efficiency,this paper is an investigation of the export of cultural products.First of all,we study the data of products exports of countries along the "Belt and Road" from 2010-2019,and select the data of 64 countries for nearly ten years.From the data,the export scale of cultural products of Chinese countries along the " Belt and Road" has increased and the growth rate has decreased in recent years,and "Belt and Road" countries occupy most of the space for the export of it.At the same time,The added value of cultural products is low,the categories are concentrated,and the export market is concentrated and the coverage is small.Secondly,through the existing data,this paper constructs the time-varying and non-time-varying random cutting-edge gravity model,and the factors affecting cultural products are explored by the trade non-efficiency model,and the relevant trade potential and efficiency are calculated.It is found that some factors will encourage the export,such as:variables of China’s economic scale,the economic size of the importing country,the population of the importing country,whether they have the common language,whether and not landlocked countries.Cultural distance,importers’ tariff level will reduce trade efficiency,increase trade barriers,institutional distance is an exception,will promote the promotion of cultural trade exports,the free trade agreement,importer logistics performance index,establish sister cities,set up Confucius institute,this is thanks to the "five" policy,will reduce the trade efficiency.According to the calculation of export efficiency,in the past decade,China’s export efficiency of cultural products to countries along the "Belt and Road" has floated.Although it has improved on the whole,it still remains at a low level,around 0.33.In terms of region,the first region was Southeast Asia with 0.6,while the lowest was Central Asia with an export efficiency of only 0.06.From the perspective of countries,there is a trend of polarization,and Vietnam is the highest among all countries in China,with an efficiency of0.9523 in China and only 0.0048 in Estonia.Through the study of export potential,this paper divides five markets according to the potential size and efficiency degree: mature market,focus on market expansion,potential mining Taurus market,potential mining type thin dog market and completely immature market.Last but not least,according to the impact factors and the estimated export efficiency and potential,we give useful advices of the current situation: enhance the quality of cultural products,implementing differentiated market strategy,improving infrastructure construction,etc.