A Study On The Influencing Factors Of China's Export Trade Of Cultural Products To ASEAN Countries

With the rapid development of the global economy,cultural exchanges between countries are constantly deepening,and cultural trade has become a new area of concern for all countries in the world.In fact,cultural trade,like traditional goods trade,is an important part of global trade,but cultural trade has more economic,political and cultural effects and can better reflect the country’s soft power.As far as my country is concerned,although my country’s cultural trade started relatively late,it has developed rapidly in recent years.According to a report released by UNESCO in 2016,the total value of China’s cultural product exports reached US$60.1 billion in 2013,surpassing the second place.The US exported 27.9 billion US dollars of cultural products,making it the world’s largest exporter of cultural products.However,my country’s cultural trade still has problems such as irrational trade structure and weak overall competitiveness.Therefore,research on the export trade of cultural products is of practical significance and can provide a direction for the development of my country’s cultural industry.Based on the deepening of economic and trade cooperation between ASEAN countries and my country,this article selects ASEAN countries as the research object to analyze the influencing factors and existing problems of my country’s cultural product export.In the analysis of the status quo,we select cultural products exported from my country to ASEAN countries from 2008 to 2018,and from the analysis of export scale,export market and export structure,we find that my country’s export scale of cultural products to ASEAN countries has been expanding,and the export market is not very concentrated.But the export product structure is concentrated on visual arts and handicraft products.At the same time,through the analysis of the international market share index and the explicit comparative advantage index,it is found that my country’s total cultural products are relatively competitive in ASEAN countries except Brunei and Singapore.However,the sub-categories of cultural products are not only in visual arts and handicrafts the competitiveness of any country is relatively weak.In the part of influencing factor analysis,the explanatory variables selected in this article should obtain theoretical support from comparative advantage theory,factor endowment theory,demand similarity theory,cultural dimension theory and national competitive advantage theory.Then,through the extended gravity model,it studies the influence of economic factors,demographic factors,cultural factors,institutional factors,scientific and technological level,capital investment and other related factors on the export of Chinese cultural products to ASEAN countries.The empirical findings found that economic factors,whether there is a common language,technological level,and capital investment will promote the export of cultural products in my country,while cultural distance,geographic distance,and whether there is a common boundary will hinder the export of cultural products.Therefore,on this basis,in order to improve the export of my country’s cultural products,this article proposes to optimize the export structure of cultural products and enhance competitiveness;enhance cultural closeness and weaken the barriers of cultural distance;increase government support and cultivate cultural innovative talents.