Study On The Effects Of Demand Preference Of China’s Cultural Goods And The Binary Margins Of Cultural Export Trade

The Belt and Road Initiative is an international cooperation framework that China conforms to the new international situation and domestic economic development.It is a community of political mutual trust,economic integration and cultural understanding.The development of The Belt and Road Initiative is based on the theme of economic and trade cooperation with mutual political trust.As a link between the economic and trade cooperation of countries,cultural understanding is of the utmost importance.As the core of a country’s soft power,cultural development has become the key bridge of cooperation for mutual benefit.Cultural trade constitutes one of the important contents of cultural development.Different from other trade,it is not only a part of economy,but also has great cultural and strategic significance.Nowadays,the international trade in culture is developing rapidly.However,the cultural trade in the countries of the framework is a bit sluggish.Most are developing countries with complex background in economy,politics,culture and religion.It is both an opportunity and challenge for the development of China’s cultural trade.Therefore,studying how to promote China’s growth of cultural trade with countries along the Belt and Road Initiative and its influencing factors is extremely important for China to further open up cultural markets,realize the sustainable development of cultural trade and enhance the cultural soft power.Different from other commodities,cultural products have the dual attributes of culture and economy.The cultural characteristics are more obviously subject to the cultural differences between the two countries of trade and they also have strong dependence on the tastes and preferences of consumers,which has a significant"cultural discount" and "rational addiction" features.Based on the characteristics of cultural products and using the perspective of demand,using data of China’s trade in culture under the HS6-digit code of 53 countries from 1998 to 2015 along the The Belt and Road Initiative,we explore the consumer addiction preferences of cultural products through an extended gravitation model,studying on the impact of the formation of The Belt and Road Initiative on the extensive and intensive margins of cultural trade growth The results show that the addictive preferences of cultural products have a significant positive effect on the extensive of the margins and the intensive margins of the country’s cultural trade,and provide new ideas on how to open up and enhance the national cultural trade markets along the belt and road initiative.On this basis,the paper puts forward policy recommendations such as"strengthening cultural exchanges and encouraging enterprises to take the initiative in marketing" in order to provide reference for the development of cultural trade in The Belt and Road Initiative.