Consumption Addiction, Cultural Discount And China's Core Cultural Products Export

With the rapid development of information technology and the arrival of the economic globalization era,global culture shows the characteristic of diversification. Developing cultural product trade can help spread cultural concept, and promote exchange and integration of different culture. Based on the comprehensive analysis of China's cultural trade development, the paper discusses the influencing factors of core cultural products exports, and focus on the role of consumption addiction and cultural discount.This paper analyzes the present situation of China's cultural trade from the aspect of trade scale,the structure of products' export, the regional structure of products' export, and trade advantage. Results show that although China's cultural trade scale maintains increasing; the proportion of core cultural product is relatively low; the product structure and regional structure is unreasonable; cultural export market focused on developed economies; the international market share which measures the trade advantage of core cultural product is relatively low.For the factors that affect China's core cultural product export, this paper combines traditional gravity model and the characteristic of cultural trade. We add cultural distance and common language which reflect cultural discount, multi-period stock of addiction which reflect consumption addiction, and other control variables such as China and the trading partners' gross domestic product, geographic distance, technology application level, institutional distance, common boundary, common trade area into the gravity model. The results of static and dynamic empirical analysis show that although cultural discount impedes China's core cultural products export in the overall level, its effect varies significantly according to different categories of products. At the same time, consumption addiction has a sustained and significant promoting effect on both the overall and classified levels analysis, especially for visual arts and handicraft products. Furthermore, the promotion effect of consumption addiction could even offset the impeditive effect of cultural discount. Therefore, an effective way to promote Chinese culture going out should be establishing classified guiding policies to exports of different cultural products and propelling culture communication step by step to cultivate consumption habit.