| Cultural trade is an important part of international trade, the volume of cultural trade of a country plays an increasing proportion in the total trade. But the cultural trade of our country at present is in a lower level around the world. This paper mainly studies some related issues of cultural products trade of our country. Although cultural products trade is generally on the rise in recent years, the proportion of cultural products exports in total exports is very low, and it’s in a tendency of getting lower. And China’s cultural products export market is in some degree concentrated, narrow, not being able to open the international market properly, the structure of cultural products exported is too simple, needs to be optimized.Based on the Trade Gravity model and the cultural products trade data between China and the 30 countries which are very important in the international cultural trade business, this paper makes empirical research on the whole and individual cultural products export trade respectively, compares and analyses the results. By comparing the different degree of effect of the factors which affect cultural products export trade to the whole and individual cultural products trade, this paper proposes some focused countermeasures and suggestions to the whole and individual cultural products trade of our country, which were:firstly, we should make the exporting differently based on the degree of sensibility of culture products to the different influencing factors; secondly, we should take different marketing tactics in different regional markets. In the European region, we should seek common ground and reserve differences, create some well-known brands; In the Asian region, we should seek differences among commons, focus on innovating; In the emerging markets, we should explore it diligently and stress on training talented persons. And finally we should rely on the strength of science and technology to improve the value of innovation of our cultural products. |
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