Research On The Home Market Effect Of Core Cultural Product Trade

One of the most important paths for culture to influence the world is foreign trade exports.The significance of cultural trade in the spread of cultures of various countries should not be underestimated.With the disappearance of the demographic dividend,domestic labor costs have risen,extensive trade growth methods are unsustainable,and the cross-border exchange of cultural products and services has also been hindered.As a new driving force for the development of China’s cultural soft power,home market effect should be aroused widespread attention.Therefore,this article measures the home market effect from the two perspectives of demand and supply,verifies whether there is home market effect in the core cultural product trade,and examines its role in the cultural product trade.This article first summarizes and summarizes previous research results from three aspects of cultural trade,home market effect and home market effect related to cultural trade,and finds breakthroughs and innovations from existing literature.The theoretical part is based on the relevant trade theory,analyzes the impact mechanism of the dual scale of supply and demand on the export of cultural products,and proposes three research hypotheses:Hypothesis 1,the expansion of the home market demand scale can promote the export of cultural products;Hypothesis 2: The expansion of the home market supply scale can promote the export of cultural products;Hypothesis 3: While the scale of home market demand and supply has a direct effect on the export of cultural products,the scale of demand also has an indirect effect that affects the export of cultural products by affecting the scale of supply,that is,the scale of home market supply plays a mediating effect in the influence of the scale of home market demand on the export of cultural products.In the empirical part,an intermediary effect model was established,taking the export scale of core cultural products as the explanatory variable,the scale of the home market as the explanatory variable,and introducing control variables such as trade liberalization index into the model,using transnational panel data to first verify the core cultural product trade whether there is home market effect,the three theoretical hypotheses are tested at the same time,and then the home market effect test and the intermediary effect test are carried out on the developed and developing countries respectively,and comparative analysis is carried out.Finally,the core cultural products are divided into cultural heritage products,printed products,visual arts products and audiovisual media products,and a comparative analysis of home market effects will be conducted.The regression results show that: First,the core cultural product trade has home market effect.The product classification test found that printed products and audiovisual media products have significant home market effect,while cultural heritage and visual arts products have been confirmed to have no home market effect.Second,the three research hypotheses put forward in the theoretical part are all established,that is,the scale of market supply and demand has a direct effect on the export of core cultural products,and the scale of market supply also plays a mediating effect in the impact of the scale of demand on the export of cultural products.At the end of this article,based on the above empirical conclusions,the corresponding countermeasures and suggestions are given comprehensively on the recent development of my country.