| As one of the four ancient civilizations in the world,China occupies an important position in the world cultural system,with a long history of cultural exchanges and trade.Since 21 st century,China has comprehensively promoted the reform of the cultural system,and the successful implementation of the cultural "going out" strategy and the cultural power strategy have promoted the unprecedented development of China’s cultural industry and gradually become the pillar industry of China’s national economy.Especially since the 18 th National Congress of the Communist Party of China,the digital economy with the Internet,big data and artificial intelligence as an important starting point has become a national strategy.The state organically combines the promotion of economic digital transformation with the implementation of the national development strategy to effectively promote the high-quality development of cultural trade.Theoretically,most of the traditional classical international trade theories start from the perspective of supply side,and believe that the comparative advantage given by production cost or resource endowment is the root of trade.With the continuous expansion of the scope of international trade,international trade theory has also been supplemented,developed and extended.However,the classical trade theory based on mathematical model and experience summary can not be fully applicable to the changing trade development and practical needs.For the trade of cultural products,under the joint action of economic value,cultural value and political value of cultural products,it is determined that it can not be equal to the traditional trade of goods.In addition,both sides of trade have a certain sense of cultural identity,which is one of the necessary conditions for the realization of cultural product trade,so the trade theory from the perspective of supply alone seems to be unable to fully explain it.Obviously,the supply side,demand side and circulation side should be included in the research scope of cultural product trade.At the same time,with the progress of science and technology,the digital economy represented by communication technology,Internet technology and information technology has been popularized and upgraded,which has widely penetrated into the process of trade and product production,transaction and dissemination,and imperceptibly enriched the applicability of classical trade theory.With its advantages of improving trade efficiency,reducing trade costs and promoting organizational innovation,digital economy provides a new perspective and platform for the study of the export trade of Chinese cultural products.In reality,as early as 2010,China has overtaken the United States and maintained its position as the largest country in the world’s trade of cultural products for many years.By 2019,China’s total trade in cultural products had reached 111.45 billion US dollars,5.95 times that of2005.Among them,the export volume of cultural products was 99.89 billion US dollars,5.67 times that of 2005.This paper holds that the remarkable development of China’s cultural trade is due to the continuous improvement of China’s international status and more frequent cultural exchanges in recent years,which has enhanced the recognition of trading countries and regions to Chinese culture and promoted the export and dissemination of cultural products;On the other hand,with the continuous innovation of information network technology,the trade of cultural products has accelerated to the development of digitization,networking and intelligence,and created richer trade patterns and forms of cultural products.Based on the classical trade theory,studying the impact and action mechanism of the digital economy on the export trade of China’s cultural products is an important measure to promote the deep integration of digital technology and the real economy and implement the digital transformation and upgrading of China’s cultural industry.It is also a new perspective and useful exploration to interpret the connotation of the high-quality development of China’s cultural products trade,It has high theoretical and practical significance.So how does the digital economy affect the export trade of Chinese cultural products?What is its mechanism? What is the heterogeneous impact of economic,cultural and institutional distance on digital economy and China’s export trade of cultural products from the perspective of multi-dimensional distance? Based on these thoughts,this paper will focus on the theme of "the impact of digital economy on the export trade of Chinese cultural products" from the following four aspects.First,chapters 1-2 of this paper clarify the theoretical and practical significance of the research topic,and define the main research objects.And we should sort out and summarize the domestic and foreign literature and research results in recent years from the aspects of digital economy,cultural product trade and its influencing factors,so as to clarify the research context of relevant research topics.Second,the third chapter of this paper starts with the historical evolution,current situation and trend of China’s cultural trade,and introduces in detail the historical evolution,current situation and development trend of China’s cultural trade.Specifically,first,sort out the development process of China’s cultural trade;The second is to introduce the development status of China’s current cultural trade;Third,based on the reality that digital economy has risen to a national strategy,describe the trend of digital economy promoting the development of cultural trade.Through qualitative and descriptive analysis,this paper highlights the current situation of the accelerated digitization process and the continuous improvement of trade quality of China’s cultural trade,and paves the way for subsequent empirical research and policy suggestions.Third,Chapter 4 of this paper demonstrates the relationship between digital economy and trade structure and trade cost based on the derivation of the model.Then,starting with the characteristics of "reducing cost and increasing efficiency" of digital economy for trade activities,focusing on the supply end,demand end and circulation end of cultural products export trade,this paper constructs the theoretical framework of digital economy promoting cultural products export trade,and analyzes in detail its action mechanism and characteristics on China’s cultural products export.In this way,it not only explains the principle of digital economy reducing cost and increasing efficiency for the export trade of cultural products from a theoretical perspective,but also lays a solid theoretical support for the next empirical part.Fourth,according to the idea of "theoretical analysis empirical test",chapter 5-7 of this paper is the empirical test and analysis part.First of all,from the level of total export trade of cultural products,this paper makes an empirical test on the "impact of digital economy on China’s cultural products export".By constructing a regression model and selecting variables,this paper tests whether the promotion effect of digital economy on China’s cultural product export trade exists(i.e.benchmark regression).And explore the impact of digital economy on different types of cultural products and different economic,cultural and institutional environments from the perspective of multidimensional distance.Secondly,based on the empirical research results obtained at the aggregate level,this paper further deepens the research from the perspective of the dual margin of China’s cultural products export(i.e.intensive margin and extensive margin).On the one hand,explore the dual marginal impact of digital economy on China’s cultural export trade;On the other hand,it is the robustness test of the empirical results at the aggregate level to enhance the robustness and persuasiveness of the conclusions.Similarly,it also explores the effect of economic,cultural and institutional distance on the dual marginal effect of digital economy on China’s cultural product export from the perspective of multi-dimensional distance.In addition,it also empirically tests the theoretical mechanism of digital economy to reduce the export trade cost of cultural products.By constructing the econometric model of digital economy,trade cost and the dual margin of China’s cultural products export trade,this paper attempts to explore from the perspective of the regulatory effect of trade cost: for different trade costs,what impact does digital economy have on the total export volume of cultural products and the dual margin,and whether the effect is the same.The main conclusions of this paper are as follows:First,from the development status and trend,it is an inevitable trend for digital economy to promote the high-quality development of cultural trade.By combing and summarizing the historical evolution,current situation and development trend of cultural trade,this paper finds that with the continuous promotion of economic growth,technological progress,and globalization,high-tech innovates the mode of cultural production and cultivates new forms of cultural business.Since the 18 th National Congress of the Communist Party of China,the digital production mode has become a profound trend,especially the digital production mode,which is driving the country’s economy.Through the analysis of the current situation of the development of cultural trade,rapid development and structural optimization are the main melody.In particular,the wide popularization of the Internet and digital technology has constantly pushed cultural trade to a new height,in which the export trade of cultural products has an absolute advantage.In contrast,although the trade in cultural services has developed rapidly in recent years,it is still in its infancy.Its trade volume is far lower than that of cultural products,accounting for a low proportion,and the statistical caliber for cultural services at home and abroad is still not perfect.From the perspective of development trend,digital economy opens a new market for cultural trade,expands new consumption space and promotes the improvement of trade policies,which are important factors to promote the high-quality development of cultural trade.Second,from the perspective of theoretical mechanism,digital economy enriches the applicability of classical trade theory,empowers the export trade of cultural products,and makes it undergo benign changes.Firstly,starting with the internal logic of digital economy,trade theory and cultural product export trade,this paper demonstrates that digital economy enriches the applicability of classical trade theory,the applicability of classical trade theory to cultural product export trade,and the empowerment and transformation of digital economy to cultural product export trade.It is found that not all classical trade theories are suitable for analyzing the export trade of cultural products.In contrast,the models and paradigms of new trade theory and new-new trade theory are very applicable in the relevant research of cultural product export trade,and the variables such as Internet use,information technology and network development level representing digital economy are constantly incorporated into these classical trade theory models.This paper finds that digital economy,relying on general-purpose technologies such as information technology,widely acts on the supply side,demand side and circulation side of trade in the process of cultural product trade,among which the most significant performance is "cost reduction and efficiency increase".In terms of reducing trade costs,reduce the production costs of the supply side,the information search costs of the demand side,and the transportation and communication costs of the circulation side.In terms of improving efficiency,we can optimize the organizational division of labor at the supply side and improve production efficiency;Optimize the user experience on the demand side and improve the utility of consumers;Optimize the trade structure and reduce the threshold for enterprises to participate in the international export trade of cultural products,so as to realize the cost reduction,efficiency increase and high-quality development of the trade of cultural products.Furthermore,through the derivation of mathematical model,this paper confirms that the impact of the development of digital economy on the export trade of cultural products is mainly based on reducing production costs,communication costs,information search costs and so on.With the improvement of the development level of digital economy and the wide popularization of the Internet,cultural product exporters can greatly improve production efficiency and reduce production costs.At the same time,the information asymmetry between the trading parties will be effectively reduced and the communication cost will be reduced,so as to promote the trade of cultural products between the two countries(regions).In addition,the increased use of digital economy will help export enterprises increase their domestic sales and export volume,and the proportion of export trade will further increase.Third,from the perspective of empirical test,in recent 20 years,the digital economy has significantly and positively promoted the export of China’s core cultural products,and it plays a role along the intensive margin and expansion margin of cultural product export trade.The heterogeneity is also obvious.First,for different types of core cultural products,the impact of digital economy on their exports is different.The proportion of Internet use in export destination countries has significantly and positively promoted the export volume of China’s four core cultural products except cultural heritage,including publications,music and performing arts,visual arts and audio-visual arts.The proportion of Internet use in China has a significant negative impact on the export of cultural heritage,music and performing arts,and a significant positive impact on the export of visual arts.However,the impact on publications and audio-visual art cultural products is not significant.Through research and analysis,this may be caused by different characteristics of cultural products,the relationship between supply and demand and the development trend of market environment.Second,for different digital economy communication channels,as one of the most important access environments(devices)of the Internet,the increase of mobile phone users brings better export benefits of cultural products than the increase of fixed broadband users."One mobile phone can participate in international cultural trade" has become a reality.Third,from the perspective of the dual margin of cultural products export trade,the impact of the proportion of Internet use in export destination countries(regions)on the intensive margin of China’s core cultural products export is lower than that on the expansion margin.This shows that digital economy can promote both the export volume of cultural products and the breadth and depth of the market,and has higher efficiency and more advantages in matching the needs of cultural products and new markets(consumer groups).The robustness test shows that in the initial and rapid development stage of China’s trade in cultural products,the increase in the proportion of Internet use in export destination countries has contributed to create new trade markets,while the increase in the proportion of Internet use in China has made a great contribution to consolidating the existing trade market.In the new opportunity stage of China’s cultural products trade,the digital economy has become a national strategy.The effect of the increase in the proportion of Internet use in China on the expansion margin of cultural products exports is higher than that of the increase in the proportion of Internet use in export destination countries.Then,with the increase of the economic,institutional and cultural distance between the two sides of trade,the role of digital economy in promoting China’s cultural products export will be weakened,and this impact will occur along the expansion margin of cultural products export trade.This paper holds that even if the digital economy provides convenient conditions and improves efficiency for the trade of cultural products,it can not weaken the "congenital" economic distance,cultural distance and institutional distance between the two sides when establishing trade exchanges with new trading partners,which will inevitably weaken the role of the digital economy in promoting the export of cultural products.Fourth,from the empirical results of digital economy and trade cost,trade cost has a regulatory effect on the impact of digital economy on the export trade of cultural products.This paper finds that for the production fixed trade cost,the higher the production fixed trade cost,the greater the impact of digital economy on export trade.The development of digital economy helps to reduce or even overcome the negative impact of production fixed cost.Among them,the regulation of production fixed cost can affect the promotion of digital economy on China’s cultural products export trade through intensive margin and expansion margin.For trade circulation cost,the higher the circulation cost,the greater the impact of digital economy on export trade.The development of digital economy will help to reduce or even overcome the negative impact of circulation cost.Among them,the regulation of circulation cost mainly affects the promotion of digital economy on China’s cultural product export trade by expanding the margin.For the communication cost,the higher the communication cost,the greater the impact of digital economy on export trade.The development of digital economy helps to alleviate or even overcome the negative impact of communication cost.Among them,the regulation of communication cost mainly affects the promotion of digital economy on China’s cultural products export trade through expanding the margin.The innovation of this paper is mainly reflected in:First,the current literature and achievements on the export trade of cultural products and the development of digital economy are numerous,but there are seldom studies about the combination of these two topics.This paper organically combines digital economy,cultural product trade and classical trade theory,and tries to build an analytical framework for digital economy to promote China’s cultural product export trade.Using the methods of qualitative analysis and quantitative analysis,this paper carries out historical review,current situation analysis,theoretical derivation and empirical test,so as to draw a series of targeted,stable and reliable conclusions,so as to provide reference for relevant research in academic circles.Secondly,this paper systematically analyzes the mechanism of digital economy promoting the export trade of cultural products.Based on the classical international trade theory,this paper constructs a mathematical model,analyzes the channels of digital economy affecting the scale and structure of cultural products export trade,and makes an empirical test on it.This is not only a useful attempt,but also an effective supplement to the existing literature.Thirdly,this paper puts forward the great importance of cultural identity on the heterogeneity of cultural product export trade.Although there are many existing literatures that confirm that the export trade of cultural products benefits from the economies of scale at the supply side(local market effect),this paper believes that the development of digital economy at home and abroad and the cultural demand of export destination countries(i.e.cultural identity or cultural discount)are important factors affecting the export of Chinese cultural products.Although the digital economy has improved the quality of cultural products export trade by reducing costs and increasing efficiency,the "congenital" economic,cultural and institutional differences between the two sides of trade will still have a significant impact on the export of cultural products,and even weaken the role of digital economy in promoting trade.Therefore,strengthening international cultural exchanges,promoting cultural identity and strengthening cultural self-confidence are the fundamental driving force for the high-quality development of China’s cultural product trade. |
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