Research On The Influential Factors Of China's Cultural Goods Exports

Since the 1970s,industrial transfer and economic "aesthetic" have promoted the rise of cultural industries of developed countries.As the deepening promotion of economic globalization,the international cultural trade also develops rapidly.However,the supply and trade of cultural products are highly concentrated in a few developed countries,and this unidirectional flow may lead to cultural homogenization,which will threaten cultural identities of the importing countries.Thus,many countries strongly urge to implement "cultural exception" of cultural trade.China,to safeguard its cultural sovereignty and security,and establish the dominant culture position in the world,must make full use of cultural trade means,striving to achieve the "going out" of cultural products while "bringing in".Both the implement of Chinese culture's "going out" strategy and the rapid development of the scale of cultural industry require the rapid development of cultural trade.Therefore,the in-depth study on issues of Chinese cultural export under the context of globalization has important theoretical and practical significances.This paper,by integrated use of theories like cultural globalization,demand similar preferences and cultural discounts,studies factors of Chinese cultural exports using the regression model,CMSA model and various indicators.The paper can be divided into four parts.The first and eighth chapters are the introduction and conclusion separately,which are induction and summary of the whole paper.The second chapter elaborates the related theories and lectures,which is the basis of the full text.Chapters three and four preliminarily analyze the environment of international cultural trade and changes of Chinese cultural exports.Chapter five to seven discuss factors of Chinese cultural exports from three dimensions of the macro,micro and competitiveness in detail.The results show that:First,because of cultural products' dual properties of economic and cultural,trade protection has become the main theme of the international cultural trade.Both the "cultural exception" in WTO multilateral trade agreements and the cultural diversities involved in the UNESCO provide legal bases for the implementation of cultural trade protection.Tariffs,quantitative restrictions,intellectual property loss,video taxation,subsidies and service barriers are the main protection measurements of cultural trade adopted by countries generally.On the whole,the degree of barriers in developed countries is higher than that of developing countries,while non-English speaking countries have higher barriers than English-speaking countries.However,the higher the level of economic development is,people there are more inclined to support the opening of cultural trade,while the more stringent the trade protection policies are,residents are more inclined to support cultural trade protection.Second,since 2002,Chinese cultural exports have a good development momentum and the trade scale has kept expanding,appearing a surplus trend.However,the products are mainly centralized in new media and visual arts industries,with audio-visual products and performing arts having relatively low share.The export markets are mainly concentrated in developed countries,which are accounted for 73.76 percent of total exports,while the share of exports to developing countries is only 26.24%,and United States is the main destination country.The export concentration of Chinese cultural products is gradually decreasing,the contribution of the intensive margin reaches 93.66%,while the contribution of the expansion margin is only 6.34%.Thus,the most important driving factor of the declining of exports concentration is the decreasing imports by a few relatively large trading partners instead of the diversity of exports partners.Third,macroeconomic factors of Chinese culture exports' flow and direction changes include the size of cultural industry,the cultural distance between two countries and the economic scale of the importing country,the globalization level and technological infrastructure.Although the cultural distance has a significant negative effect on Chinese cultural exports,the economic size of the importing country plays more significant role in promoting the Chinese cultural export.In terms of industries,the size of China's cultural industry has greater impact on publications and new media exports than on the visual arts and crafts,while the effects on these products' exports by the economic size of the importing country are basically the same.Chinese population size has greater negative impacts on exports of the new media,publications and crafts,while has little impacts on that of the visual arts.Cultural distance has a significant negative impact on the exports of craft,new media and publications,while has no significant effect on that of the visual arts.There are significant correlations between internet coverage and exports of publications and visual arts,but the correlations are reversed.Fourth,the microscopic factors effecting changes of Chinese cultural exports mainly include competitiveness effect,product structure effect and geographic structure effect.The competitiveness effect's average contribution to the export market share is-1.5%,while that of the structural effect is 7.8%.Therefore,the overall changes of the market share of Chinese cultural exports are brought about mainly by the structure effects,and geographic structure effect is the main factor through which the structure effect positively contributes to the total effect,while the product structure effect's contribution to the structure effect is negative.The comparison of China with three other countries about causes of exports change finds that the overall market share of Chinese and Korean cultural exports are increasing,while that of Japan and South Korea is declining.In addition,competitiveness effect is the dominant factor that leads to market share evolution of South Korea,Japan and India,but not a major factor in case of China.Fifth,the intensity of competition between China and the major countries in the world market is significantly lower compared to the countries having the highest similarity.U.S.,Japan and India are the main contenders of Chinese cultural exports in the world market,while Japan and Hong Kong are the main competitors in the U.S.market.Although Chinese cultural products have certain comparative advantages in the international market,this comparative advantage is still weak compared to developed countries.Among various export products,handicrafts,new media and visual arts products have comparative advantages,while publications,performing arts and audiovisual products having no significant comparative advantages,particularly audiovisual products.Meanwhile,the comparative advantages of crafts,new media,publications and visual arts products are declining,only that of audio-visual products are rising.