Research On International Competitiveness Of Chinese Cultural Trade And Its Influencing Factors

Today,with the speedy expansion of the global economy,the cultural exchanges between various countries in the world are getting closer and closer,and their inclusiveness is getting stronger and stronger.Every country regards the promotion of its cultural soft power as the focus of its national strategy.At the same time,all countries realize that the spread of cultural trade can bring high added value and economic effect,so it has great development potential.At present,when various countries conduct trade negotiations,cultural trade has become the focus of negotiations and plays an increasingly important role.China has a history of 5,000 years and is rich in cultural resources,but these resources have not been well utilized in the creation of cultural products and services,which makes our cultural products and services lack competitiveness when exploring overseas markets.Although China’s cultural trade has developed well in recent years,and the export value of cultural products and services has been increasing,the proportion of labor-intensive handicrafts and visual cultural products in the total export value of cultural products is too high,and the export structure is extremely unbalanced.The trade in cultural services has always been in deficit,and the deficit tends to increase.Therefore,in order to improve the current situation of China’s cultural trade,we must take corresponding measures.Firstly,this paper defines the concepts of international competitiveness of cultural trade,summarizes the unique characteristics of cultural trade,and analyzes the theories applicable to the development of cultural trade.Then,by using the statistical data of UNCOMTRADE and WTO,this paper compares and analyzes the trade status of Japan and South Korea,which are close to China in geographical position and have a better development of cultural trade,calculates three indexes of international competitiveness of cultural trade among China,Japan and South Korea,determines the gap between China and Japan and South Korea in international competitiveness of cultural trade,and draws the conclusion that China has obvious competitiveness in cultural products trade,but its advantage is decreasing compared with other countries.The export structure of products is unreasonable,and cultural products with low added value account for a high proportion of export products,so we cannot relax our vigilance.However,the gap between China and Japan in cultural service trade is too obvious,and it is urgent to find solutions to improve it.Then,it studies the influencing factors of China’s cultural trade from both theoretical and empirical aspects.The comprehensive evaluation index of international competitiveness of Chinese cultural trade is obtained by AHP.Based on the Diamond Model,the influencing factors that may affect the competitiveness of Chinese cultural trade are analyzed.The indicators of production factors,demand conditions,related and supporting industries,enterprise strategy,structure and competition,and government are selected for quantification.The principal component regression analysis of supervision group is used for empirical research.It is found that the five factors of Diamond Model have different influences on cultural products and services.Government elements will inhibit the promotion of international competitiveness of cultural services and promote the promotion of international competitiveness of cultural products;Enterprise strategy,structure and competition,as well as related and supporting industries,can promote Chinese cultural products and services to form competitive advantages;However,domestic demand is no longer a strong factor for China to form a competitive advantage in cultural trade.Finally,according to the conclusion of theoretical and empirical analysis,this paper puts forward some countermeasures to improve the international competitiveness of China’s cultural trade from three levels: government,industry and enterprise,such as strengthening traditional culture propaganda and cultivating cultural innovation talents,developing cultural industrial parks and related industries,strengthening market research and implementing brand strategy.