An Empirical Study Of Cultural Distance Influence On China’s Cultural Creative Products Trade

Along with the development of global economy rapidly, human beings has entered a new era which knowledge and culture dominate. More and more countries begin to realize that the creativeness of culture is an important factor of economy development. Creative industry is considered to be the wave of another round of industry after the IT industry. Since entering the21st century, cultural creative industry has gradually become one of the pillar industries of national and regional economic development. According to UNCTAD in2004, global creative goods have increased about8.7%a year during2000-2005. According to the data provided by the more than130countries, the global creative product is up to＄333.5billon that accounts for11%of world GDP. However, on the one hand, culture creative products mainly concentrated on developed countries or regions such as American, Britain, Germany, Korea, a proportion that developing countries are very low. On the other hand, since entering the21st century, Chinese cultural and creative goods especially music products and film appeared trade deficit. But seeing database from UNCATD, as a developing country, China’s creative products always maintain this surplus trend. From this respect, we can see that Chinese culture creative products export structure is serious imbalance. Therefore, the problems of our country culture creative product trade are necessary to be attention.On the basis of analysis of literature at home and abroad, this article first define to culture creative products. Then by analyzing UNCATD database, cultural creative product is divided into seven categories:arts crafts, design, audio visuals, new media, publishing, visual arts, performing arts. Cultural creative product is divided into many subcategories under those seven categories. Based on China’s2002-2010years of Chinese culture creative product trade data, we analyzed the status quo, the following results are obtained. Firstly, Chinese culture creative product trade structure is serious imbalance, the overall surplus basically depends on the design, and new media arts and crafts products exports. But the exports of that contains extremely cultural connotation products such as cultural heritage, print are very little. The trade of audio visuals and music products appears deficit in nine years. Secondly, China’s cultural creative products export market distribution is imbalance. China’s cultural creative products export market mainly concentrated in the developed countries.In order to explore the influencing factors and their impact on cultural trade, we firstly improved KSI/EDI/WTI, the three calculation methods to measure the cultural distance. And we use the WTI cultural distance measurement method to measure the culture of China and major trading nations. The results showed that with the Chinese culture is more close to, such as Russia, Japan and South Korea. With further away from the Chinese culture like Sweden, Norway, the United States, Canada, etc.Finally, this article will regard cultural distance, institutional distance as the main explanatory variables, and the per capita purchasing power is introduced into expanding gap of gravity model and build the Chinese culture creative product trade influence factors analysis of theoretical model and did the theory analysis. In this paper, the creative product trade between China and trading nation culture and all kinds of creative product trade are regarded as explained variable. Put the data into spss17.0to do least squares estimate, analysis the influence of cultural distance on the exports of explanatory variables. Culture distance on the culture creative product of China’s total exports, and exports of all kinds of creative products has a significant positive correlation, but the influence degree is different for different culture creative product categories. This may be because the uniqueness of Chinese culture which is more attractive to the cultural differences countries. Another reason may be due to the development of creative industry in developing countries is weaker than in developed countries; the trade will also be reduced accordingly.Based on the above research results, this paper finally summarizes the whole article. Put forward the corresponding policy suggestions to promote the development of Chinese culture creative product trade, in order to improve the whole competitiveness of our country culture creativity.