Research On The Impact Of Cultural Trade Barriers On The Export Of China's Film And Television Products

Although China is a big trading country and a big cultural country,it is not currently a culturally powerful country.As an important part of traditional cultural products,the film and television products plays a leading role in spreading the Chinese humanistic spirit.If China's outstanding cultural film and television works are spread overseas through exports,it will not only allow overseas viewers to understand China's current situation and people's lives through video,but also convey Chinese culture in a soft way,which will expand the international influence and promotion of Chinese culture.The country's cultural soft power has far-reaching strategic significance.When exporting film and television products as cultural products,the ideas and values that they convey will subtly affect the understanding and understanding of consumers in importing countries about China,and promote cultural understanding between the two countries.Out of the protection of cultural diversity or local ethnic cultural enterprises,many countries often adopt a series of trade barriers to restrict or inhibit the export of cultural products of certain countries,which shows that the impact of cultural trade barriers on the export of Chinese film and television products cannot be ignored.Therefore,it is of certain value and significance to study the influence of cultural trade barriers on the export of Chinese film and television products.This thesis first sorts out and analyzes the current situation of China's film and television exports,and finds that China's film and television exports are relatively small,there is a serious trade deficit,and the overseas market is narrow.In addition,there are barriers to cultural discounts,quantity restrictions,service barriers,barriers to overseas distribution and screening channels,etc.Based on the above analysis,this thesis selects China's film and television product export data from 26 countries from 2008 to 2017,and use the gravity model to study the impact of cultural trade barriers on China's film and television exports.The research results found that cultural trade barriers do have a significant negative impact on China's film and television exports.In addition,regression analysis was conducted by introducing the economic variables of different countries(regions)and the interactive variables of whether they are in the Confucian cultural circle.The results show that if the economic scale of theimporting country(region)is larger,it will help alleviate the negative effect of cultural trade barriers on China's film and television exports;while if the importing country(region)is in the Confucian cultural circle,it will help weaken the negative of cultural trade barriers influences.Finally,drawing on the experience of the United States to deal with cultural trade barriers,combined with the above status analysis and empirical analysis,it is recommended that China's film and television companies should focus on the following aspects of the work:1.For countries with different cultural circles,export different types of Products;2.Exporting different types of products for countries with different market sizes;3.Reasonably using cultural misappropriation to circumvent cultural trade barriers;4.Facing cultural discounts and establishing a Chinese cultural image;5.Actively responding to foreign service barriers,Improve overseas marketing system.