文化折扣、市场规模与中国文化产品出口

Cultural Discount, Market Size and China's Cultural Products Export

近年来我国对于文化产品出口给予了高度重视。基于2003年至2011年相关数据,本文以文化折扣和市场规模两个因素为重点,分析了我国核心文化产品出口贸易的决定因素。实证结果显示,无论是基于全部还是基于分类产品贸易额的检验,都证实了市场规模因素的正面影响以及文化折扣因素的负面影响。上述结论的政策含义体现在两个方面:一是应合理确定重点出口市场,加强对重点目标市场的深入分析,通过双边或多边合作减少贸易壁垒,确保中国文化产品的商业存在及公平竞争。二是要充分重视文化折扣效应的不利影响,充分借鉴他国开展文化外交的有效举措,大力推动我国文化传播,提升我国文化的国际影响力和认知度。

In recent years, cultural products export has been greatly emphasized in China. Based on trade data from 2003 to 2011, this article analyzes the determinants of China＇s core cultural products trade with emphases placed on cultural discount and market size. The findings, both based on the aggregated and disaggregated trade data, show that the factors of cultural discount and market size have significant negative and positive impacts on China＇s cultural products export, respectively. These conclusions have two relevant policy implications. The first is to choose key export destinations properly with advanced economies being the emphasis and the second is to take measures to mitigate the negative ef- fects of cultural discount.