Research Of The Influence Of Cultural Distance On China’s Export Of Cultural Products Under The Background Of "the Belt And Road Initiative"

Expanding the export of high-quality cultural products is an effective way to achieve high-quality development of cultural trade and an important measure to build a strong cultural country.To promote the export of cultural products,it is necessary to consider both the traditional trade factors and the cultural attributes of cultural products.Cultural distance reflects the cultural differences between countries.Therefore,cultural distance should not be ignored,when a country is trying to expand the export of cultural products.Relevant theories show that the existence of cultural distance will lead to a series of various forms of transaction costs,which may affect the export of cultural products.Therefore,in the new period of promoting the high-quality development of foreign cultural trade and at the time when the establishment of "the Belt and Road Initiative" is nearly ten years old,exploring the influence of cultural distance on the export of cultural products to countries along the "the Belt and Road Initiative" is of great significance for China to build a strong culture and pave the "happy road" of "the Belt and Road Initiative".In this paper,literature and theories related to cultural distance and export of cultural products are firstly sorted out.On this basis,a theoretical analysis framework is constructed for the influence of cultural distance on the export of Chinese cultural products.Then,the status quo of China’s export of cultural products to countries along "the Belt and Road Initiative" and the status quo of cultural distance between countries are analyzed.Then the extended trade gravity model is used to empirically explore the influence of cultural distance on the export of cultural products.The main conclusions are as follows:(1)The cultural distance between China and the countries along "the Belt and Road Initiative" varies greatly in regions,and the cultural distance between China and some countries is far away,and the distance between China and the same country in different cultural dimensions is also different.The status of the countries along "the Belt and Road Initiative" in China’s export of foreign cultural products is increasing,but the structure of China’s export of cultural products is unbalanced and the export market is relatively concentrated.(2)In the full sample return,the existence of cultural distance will inhibit the export of cultural products in our country.Geographical distance,the difference of economic scale,signing a free trade agreement will all promote the export of cultural products.The exchange rate level of countries along "the Belt and Road Initiative" will hinder the export of cultural products of China,and its population scale will have no influence.(3)In the sub-sample regression,firstly,the hindrance effect of cultural distance on the countries with a far cultural distance from China is significantly greater than that of the countries with a close cultural distance.Secondly,different dimensions of cultural distance have different influences on the export of cultural products.The dimensions of masculinity and femininity,long-term orientation and short-term orientation can significantly inhibit the export of cultural products,while the dimensions of collective and individualism,uncertainty avoidance,indulgence and constraint have a small promoting effect on the export of cultural products,and the power distance is not significant.Finally,cultural distance will significantly inhibit China’s cultural export of performance and celebration activities,visual arts and crafts,books and newspapers to countries along "the Belt and Road Initiative".Combined with the above conclusions,this paper puts forward the policy enlightenment from the national and enterprise levels.At the national level,first,we should carry forward the Silk Road spirit and deepen the construction of "the Belt and Road Initiative";Second,we should strengthen cultural exchanges and enhance cultural identity;Third,we should increase policy support and cultivate export-oriented enterprises.At the enterprise level,the first is to excavate and cultivate talents,the second is to develop differentiation strategy,and the third is to optimize product content.