Research On The Influence Of Cultural Diplomacy On The Export Of Chinese Cultural Products

Trade in cultural products is not only closely related to the economic growth and sustainable development of a country,but also related to the cultural security and diplomacy of a country,and has an important impact on the status of a country on the international stage.In today’s changeable world economic situation,the importance of promoting cultural product trade for economic growth is more selfevident.Compared with developed countries such as Germany,the United Kingdom and the United States,China still has a certain gap to become a powerful exporter of cultural products.Therefore,it is very important to find ways to better promote the trade of cultural products in China.In this context,this paper uses the panel data of China’s cultural product export to major trading partners from 2004 to 2018,and takes the number of Confucius Institutes and Confucius Classrooms established by China and the number of sister cities established by China as proxy variables of cultural diplomacy to study the influence and mechanism of cultural diplomacy on China’s cultural product export.The results show that:（1）cultural diplomacy measures such as establishing Confucius Institute,Confucius Classroom and establishing friendly city relations can significantly promote China’s export of cultural products to other countries,and the results are still stable after regression with lagged cultural diplomacy proxy variables and tailed cultural products export.（2）The cultural diplomacy measures have different effects on the export of cultural products in different types of countries.In the countries that have not joined the“One Belt And One Road initiative”,the countries of non-Confucian culture circle and the countries with high institutional environment,these cultural diplomacy measures can play a greater role.From an intercontinental perspective,these cultural diplomacy measures play a more obvious role in Africa,America and Europe.（3）From the perspective of influence mechanism,cultural diplomacy promotes China’s export of cultural products to the country mainly through reducing trade costs and improving political relations between the two countries,while cultural distance,as a long-term feature that is difficult to change in the short term,is less affected by cultural diplomacy measures.Based on the research conclusions,this paper puts forward the following suggestions:（1）Change the construction focus and development form of Confucius Institutes and Classrooms,and take the road of marketization and internationalization.（2）Improve the spatial layout of sister cities,improve the management mechanism and layout network,and drive the economic and trade growth of neighboring cities.（3）Innovate the path of cultural diplomacy,give play to the role of enterprises and social groups,and build Chinese cultural brands.（4）Priority should be given to key partners and focusing on cultivating large-scale cultural service enterprises.The innovation and contribution margin of this paper are mainly reflected in the following aspects:（1）This paper selects the perspective of cultural diplomacy to explore the impact on the export of Chinese cultural products,and the research perspective has some new ideas.（2）This paper focuses on the influence of cultural diplomacy on cultural products,and supplements and refines the original research.（3）By studying the mechanism and heterogeneity of cultural diplomacy’s influence on the export of cultural products,it is helpful to further explore the influence mechanism of cultural diplomacy on the export of cultural products,which can provide theories and experience for the policy formulation of promoting China’s export of cultural products by improving and enriching the current diplomatic measures.