An Empirical Study On The International Competitiveness And Influencing Factors Of China's Cultural Trade

With the development of the cultural industry,the proportion of cultural trade in international trade has continued to increase.Since China's entry into the WTO,cultural trade has generally been in a surplus.Its export value has grown rapidly.In 2002,China's total cultural trade exports were 8,903 billion dollars.By 2018,the export value has increased to 77,777 billion dollars.Trade volume expanded by 8.7 times.Cultural products are mainly export of visual arts and crafts,which are labor-intensive products.Cultural services have been in deficit for a long time,and the import deficit of copyright and licensing services is relatively large.As a major country in cultural trade,China must improve the international competitiveness of cultural trade.First of all,this article measures the level of international competitiveness of China's cultural trade.The individual trade competitiveness indicators have certain limitations.This article uses the International Market Share Index(MS),Trade Competitive Index(TC),Revealed Comparative Advantage Index(RCA),and Competitive Advantage Index(CA)to construct the Index of Comprehensive Evaluation(IC)by entropy method.China's cultural products have stronger export competitiveness than the strong cultural trade countries and BRICS countries,ranking first.Competitiveness of cultural services ranks low and needs to be improved.The United States,Japan and India are highly competitive in cultural services.Then,based on the Porter Diamond Model,this article selects multiple indicators to represent the six aspects that affect competitiveness.This paper conducts an empirical study of the factors affecting competitiveness by using Supervised Classification-based Principal Component Regression Analysis.The input of cultural industry production factors,government support,and optimization of the market business environment significantly promote the China's cultural products and services' international competitiveness.Market demand is negatively correlated with the competitiveness.The increase in household income has not been effectively transformed into actual purchases of products and services.The role of relevant industry support and corporate business strategy choices in enhancing competitiveness still needs to be improved.According to the empirical research conclusions,combined with the current status of China's cultural trade,this paper proposes targeted suggestions for improving international competitiveness.In terms of cultural construction,cultural resources should be protected to achieve sustainable development.It can rely on science and technology for innovation and standardize the market environment.The government should promote the development of domestic cultural undertakings and promote the "going out" of Chinese culture.In the development of the cultural industry,the entry threshold should be raised,and high-quality professional talents should be transported.Upgrading the industrial chain and promoting the integrated development of culture and related industries.With regard to the business strategy of cultural enterprises,long-term stability of foreign investment should be maintained.The enterprises should do a good job of preliminary market research and implement differentiated exports for different markets.The company should combine traditional culture with contemporary consumption,and cooperate with distributors in exporting countries for a win-win situation.