Research On The Influence Of Institutional Distance On The Export Trade Of Chinese Cultural Products

With the development of economic globalization and the continuous strengthening of economic and trade cooperation between China and other countries in the world,China ’s goods trade has ranked first in the world for many years,and ’ Made in China ’ has also been deeply integrated into the production and life of residents around the world.As an important part of foreign trade,China ’s cultural products trade has maintained a surplus for many years,and China ’s cultural products are also accelerating to the world.The scale of China ’s cultural product export trade has grown from a small proportion and low growth rate to the USD 200 billion mark for the first time in 2021,making more and more significant contributions to national economic development and diplomatic exchanges.The turn of the country lies in the affinity between the people,and the affinity between the people lies in the heart.Through cultural trade,Chinese culture has entered the lives of ordinary people in many countries in the world,making more people understand Chinese traditional culture.In the exchanges between countries,cultural trade plays a special role in the construction of the two peoples ’ hearts,which has attracted wide attention from all countries.It is also the only way for China to build a cultural power and enhance its cultural soft power.Promoting Chinese culture to go out and developing cultural product export trade is a strategic choice for China to create a good external environment and shape a good national image.Under the multicultural background,the system itself is a kind of culture,which is very important to the formation of cultural trade market environment.The system itself has the characteristics of guidance,binding,incentive,procedural and normative.It has long deeply influenced people ’s production,life and behavior,and plays a decisive role in national values,aesthetic taste and cultural consumption orientation.Therefore,from the perspective of institutional arrangements to study its impact on the export trade of Chinese cultural products has become an important issue to promote the export of Chinese cultural products and realize the strategy of cultural power.After sorting out the relevant literature research on institutional distance and cultural trade at home and abroad,this paper first subdivides institutional distance into political institutional distance,economic institutional distance,legal institutional distance and cultural distance.Based on transaction cost theory,intra-industry trade theory,institutional change theory,cultural convergence theory and demand preference theory,this paper discusses their influence mechanism on the export trade of Chinese cultural products.Secondly,it defines the concept of cultural products and systematically combs the current situation of China ’s cultural products export from the aspects of scale,structure and export market distribution.Then,40 representative countries(regions)that have accounted for more than 93 % of the total export volume of Chinese cultural products in 15 years since 2007-2021 are selected as samples.The economic freedom index released by the American Heritage Foundation and the global governance index released by the World Bank are used to measure the formal institutional distance and informal institutional distance.The extended trade gravity model is introduced to empirically test the impact of institutional distance on the export trade of Chinese cultural products.Finally,on the basis of the combination of theory and empirical,the paper puts forward some countermeasures and suggestions to promote the export of Chinese cultural products.The innovative work and main conclusions of this paper are as follows :First,institutional distance generally significantly hinders the export trade of Chinese cultural products,but the impact of institutional distance on the export trade of Chinese cultural products is different.Political system distance,legal system distance and cultural distance will significantly hinder the export of Chinese cultural products,while economic system distance has a positive impact on the export of Chinese cultural products,but the impact is not significant.Among them,cultural distance has the greatest impact on the obstruction of Chinese cultural products,followed by legal system distance,and finally political system distance.Second,in countries with high and middle income levels,the impact of institutional distance on the export of Chinese cultural products is different.The total institutional distance has a greater hindrance in high-income countries;political system distance and legal system distance have less hindrance in middle-income countries;cultural distance has a greater hindrance to the export of Chinese cultural products in middle-income countries;the economic institutional distance will hinder the export of Chinese cultural products to a certain extent in high-income countries,and will significantly promote the export of Chinese cultural products in middle-income countries.China should actively participate in multilateral institutional cooperation,strengthen the construction of domestic institutional environment,consolidate the existing market and constantly explore new international markets.Based on the degree of influence of institutional distance on countries with different income levels,China should determine the market order and country(region) choice of cultural products going out,strengthen cultural exchanges with countries(regions)around the world,promote Chinese culture and promote Chinese cultural products going out.