Cross Cultural Communication And The Ternary Margin Of Chinese Cultural Products Export

China's cultural trade is developing rapidly,but there are still many problems in the process of expanding export scale.We need to improve the international competitiveness of products.On the other hand,cross-cultural communication plays an important role in promoting the global development of cultural trade.It is an important way to deepen understanding among countries,ease cultural barriers and promote mutual understanding among people.As one of the main ways of cross-cultural communication,inbound business and tourism naturally become an important channel for Chinese culture to go out on the spot,which plays an important role in promoting people to people and c ultural exchanges,reducing cultural distance and promoting the export of cultural prod ucts.Based on this,this paper studies the influence of cross-cultural communication onC hina's export of cultural products by taking inbound business and tourism as the pro-x y variables of cross-cultural communication.First of all,this paper describes the research background,and combs the relevant literature.Secondly,it introduces the current situation of China's inbound business and tourism market,as well as the current situation of cultural products export,and analyzes situation of cultural products export from the perspective of ternary margin.Thirdly,this paper expounds the definition of cross-cultural communication and the cross-cultural communication function contained in inbound business and tourism,constructs a theoretical model to discuss the mechanism of cross-cultural communication to promote the export trade of cultural products,and expounds the influence of inbound business and t ourism on the ternary margin of cultural products export from three aspects of trade o pportunity,knowledge association and trade cost.Finally,taking the inbound business and tourism as the proxy variables of cross-cultural communication,this paper uses the two-step system dynamic GMM method to analyze the relationship between cross-cultural communication and China's cultural product export,and then analyzes the relationship between them by country and product category,and using intermediary effect to testwhether inbound business and tourism affect the export of cultural products through cultural distance and traffic infrastructure improvement.From the empirical results,we can see that inbound commerce and tourism have a significant positive impact on the expansion margin,price margin and quantity margin of China's cultural product ex-ports,that is,with the increase of inbound commerce and tourism,the kinds,prices and quantity of China's cultural product exports have been improved.Similar conclusions have been obtained in the empirical tests by country and product category,but there are some differences.On the basis of the above research results,this paper puts forward possible suggestions from the further development of China's inbound business and tourism market,the policy of combining tourism and cultural product publicity,and the acceleration of innovation of cultural enterprises.