Research On The Influence Of Digital Level On The Competitiveness Of Cultural Trade

With the rapid development of the Internet and the application of artificial intelligence,big data,cloud computing and other technologies in the field of culture,the digitization of cultural trade has also become the cross field of cultural power and digital economy.The digital development trend of cultural trade is becoming more and more obvious,which is reflected in the continuous growth of the digital main body of cultural enterprises,the continuous acceleration of the digital process of cultural industry and the increasing proportion of content payment in digital cultural consumption.Digital development has changed the traditional way of cultural trade to E-commerce,increased the categories of cultural products and services,reshaped the mode of cultural consumption,improved the welfare of cultural producers and consumers,and provided an opportunity and possibility for the further improvement of the competitiveness of cultural trade.In this context,this paper defines digitalization from three dimensions of digitalization factor input,digitalization innovation environment and digitalization industry competition,then discusses the theoretical mechanism of digitalization affecting the improvement of cultural trade competitiveness.The comprehensive index of the world digitalization level from 2009 to 2016 is constructed by using multi-index panel data factor analysis method,and the comprehensive evaluation index of competitiveness is constructed by using entropy method,and the development level of digitalization as well as cultural trade of various countries is compared by horizontally and vertically.In general,the level of digital development and the competitiveness of cultural trade in the world are on the rise,but there are big differences among countries.Culture trade competitiveness of the developed countries and developing countries is a great disparity on the digital level,especially in the field of cultural trade in services,in addition,the "digital divide" is mainly embodied in the digital inputs and digital industry competition on two dimensions.Through panel fixed effects regression empirical analysis on the influence of digitization of cultural trade competitiveness,the results of baseline regression showed that the improvement of digital competitiveness of cultural products and cultural services competitiveness has significant positive role in promoting,and digital level effect to the promotion of cultural services competitiveness than cultural product competitiveness.The sub-sample regression results of the three digitalization dimensions show that the digitalization factor input index and the digitalization industry competition index have more obvious effects on the promotion of cultural trade competitiveness,but the promotion effect of the digitalization innovation environment index needs to be strengthened.In terms of cultural service trade,the promotion effect of competition dimension of digital industry is the best,and the promotion effect is greater than that of cultural product trade.In terms of cultural product trade,the promotion effect of digital factor input dimension is the best,but the promotion effect is smaller than that of cultural service trade.In addition,the developed countries and developing countries heterogeneity regression analysis,found that the different level of economic development state of cultural trade competitiveness level of the influence of digital level differences,digital development degree of the developed country to the competitiveness of service trade competitiveness,especially cultural promotion effect superior to the developing countries.Based on the above research conclusions,this paper puts forward three digital countermeasures to promote the competitiveness of cultural trade,that is to deepen the integrated development of ICT industry and cultural service trade,increase the input of digital elements in the development of cultural product trade,and improve the key institutional guarantee of digital transformation of cultural trade.