A Study On The Influence Of Cultural Discount On The Export Of Chinese Paper Publishing Products

In recent years,with the continuous improvement of China's economic level,the material needs of the masses have been basically met,spiritual needs are becoming the focus of attention.As the content provider of casting spiritual world,the industrial development of culture is not only related to the formation of Chinese people's ideology,but also determines the future direction of Chinese economy.In order to promote the development of China's cultural industry,the government has formulated a series of targeted planning policies,and scholars from all walks of life have also conducted a lot of research on them.As a cultural product whose contents are basically expressed by language,the publishing industry is limited in its form of dissemination and is more susceptible to cultural differences when exporting.This paper focuses on the publishing industry and explores the hindering effect of cultural differences on its export,that is,the impact of cultural discount on its export,so as to put forward targeted countermeasures and Suggestions to help China's publishing products expand export and accelerate the development of cultural industry.This paper reference literature in the theory of cultural discount mechanism and export situation of Chinese publishing products,from 2009 to 2018 Chinese publishing product export data as sample,the sample points economies countries and classification category published product two angles to carry out the relevant empirical analysis to explore cultural discount effect on Chinese publishing product export.The paper is divided into six chapters,including introduction,theoretical basis,current situation analysis,empirical design,empirical analysis and conclusions and Suggestions.Including the introduction of the key cultural discount for publishing product export influence related literature review,theoretical basis cultural discount,publishing products are introduced and some concepts such as economic theory,the third chapter Chinese publishing products export situation from the export scale and export structure and export area respectively,summarizes the Chinese publishing samples of products to the global economy and the country's exports.The fourth chapter is empirical design.According to the characteristics of the factors affecting the export of published products,seven indicators are selected from the four aspects of economic level,population,geographical characteristics and cultural discount to construct an extended gravitation model,which lays a foundation for the empirical analysis in the next chapter.The empirical analysis in chapter five examines the impact of cultural discount on China's published exports from three aspects: different cultural discount factors,different types of published products and trade objects at different economic levels.Finally,in chapter six,corresponding policies and Suggestions are proposed based on the above empirical results.The empirical results show that: the factors such as GDP,population,cultural distance and geographical distance between the two countries all affect the export of China's paper publishing products,but for the trading objects of different economies,the influence directions of each factor are not the same.In the face of the developed economies as the export objects,the export of China's publishing products is influenced by the GDP of the trading objects There is a significant positive effect,and trade has a blocking effect on the population of the country,but the significance is not high,and the cultural distance has a significant negative effect,that is,there is a cultural discount effect,while the geographical distance has a negative effect.When the developing economy is the export object,the trade has a negative effect on the GDP of the country and the result is not significant,and the trade has a significant effect on the population of the country On the other hand,the geographical distance between the two countries has a negative effect,but the p value is larger,and the reliability of the results is lower,that is to say,the geographical distance has little effect on the export of publishing products.