The Research On The Influential Factors Of Chinese Audio-visual Cultural Products' Exports Trade

With the development of economic and cultural globalization,cultural trade has an important influence on the economic development trend of the world by impacting on the development of the traditional international trade situation.At present,who can stand on the commanding heights of the cultural development and have the stronger cultural soft power,can have a higher voice in the international competition.Nowadays,as a country which has the world's biggest goods trade,China is becoming more and more important in the status of international trade,but the cultural trade exports only have a tiny proportion in the total trade exports.Now,audio-visual culture has becoming one of the main forms of the cultural expression and communication in the world.Audio-visual cultural products and related services have important influence on not only social and cultural characteristics of a country or a cultural industry,audio-visual cultural industry has developing rapidly in the world.This paper studies the audio-visual cultural products exports trade conditions of China,including the export' s trade scale,export' s market and export' s structure.The main problems existing in the audio-visual cultural products export in our country mainly includes the following aspects: First,our country has a small export's trade scale of the audio-visual cultural industry.But audio-visual cultural products exports take a very great part in the core cultural products exports.Second,audio-visual cultural products exports have a fluctuant upward trend and a big trade surplus.Third,the development of audio-visual cultural products export structure in our country is not balanced.The overall presents surplus,but structural deficit is significant.Fourth,the main audio-visual cultural products' exporters of China are developed countries and regions,including America,Britain and so on.Audio-visual cultural products export market of China is concentration,and it is non-balanced distribution in the word.And then,the study is about the theoretical analysis of the influence factors of audio-visual cultural products exports trade.Building extension of trade gravity model,I analyzed empirically the influence factors of audio-visual cultural products exports.Through empirical analysis,we can see that China's GDP,trade partner's GDP,trade partner's per GDP and cultural distance for the export of audio-visual cultural products in our country has a significant positive correlation,while China's per GDP,trade partner's educationlevel,trade partner's science development,and geographic distance for the export of audio-visual cultural products in our country has a significant negative correlation.And then I put forward some suggestions.Continuously promoting the development of overseas markets,improving the quality of audio-visual cultural products,cultivating specialized persons of audio-visual industry,and reducing the discount "culture" by strengthening cultural communication,are to continuously promote the development of China's audio-visual cultural products export trade.