Research On The Potential Of China’s Cultural Goods To RCEP Member States

General Secretary Xi Jinping has stressed cultural confidence for many times since the 18 th CPC National Congress.Strengthening foreign cultural trade and introducing more excellent cultural products with Chinese characteristics to the world is the only way to show our cultural confidence and enhance China’s cultural soft power.At the same time,it is also in line with the needs of our economic development to enter the stage of high-quality growth.Since our cultural product export entered WTO in 2001,core cultural product trade deficit still exists,cultural product export structure also needs optimization.Strengthening foreign cultural trade and introducing more excellent cultural products with Chinese characteristics to the world is the only way to show our cultural confidence and enhance China’s cultural soft power.At the same time,it is also in line with the needs of our economic development to enter the stage of high-quality growth.Since our cultural product export entered WTO in 2001,there are still some categories of cultural products with a trade deficit that imports far exceed exports,and the export scale and structure are not reasonable,which needs to be further improved.At the same time,with the prosperity of the domestic cultural market,the imbalance of the domestic and foreign markets is becoming more and more obvious,and how to explore the overseas market has become an urgent problem to consider.The signing of RCEP in 2020 provides an opportunity and platform for the export of cultural products in China.In this context,it is of great significance to understand the status of the export,the export efficiency and the export potential of all countries.Therefore,this paper uses the relevant trade data from 2005 to 2021 to analyze the current situation and some causes of the export of cultural products to RCEP member states of China,and uses the the relevant trade data from 2012-2021 to calculate the export potential of RCEP member countries,and measure the export efficiency of cultural products to RCEP member states through the stochastic frontier gravity model.The results show that since 2005,the overall scale of China’s export of cultural products to RCEP member states has shown a trend of continuous expansion,and the signing of RCEP in 2020 has stimulated the expansion of export scale.Although China’s overall export of RCEP members in good condition,but there are also many problems,including the realistic development of cultural products cannot meet China’s demands for strengthening the development of cultural industry,product structure imbalance,cultural products export overall risk resistance ability is low and lack of grasp of the individual national market,negative growth and so on.How to solve these problems,is the direction of the future research can be carried out.In addition,the empirical results show that economic,demographic and other factors will have an impact on the export potential,and countries with higher GDP and more similar cultures will have greater export potential.If one country has a common language,a close geographical distance will also have a strong export potential.On the other hand,the difference between the tariff system and economic level of the importing country and China will lead to the improvement of trade non-efficiency.Even if the exporting country is close to China,has low transportation cost and high cultural compatibility,it will make the export potential difficult to realize.Based on the results of this paper,in order to realize the stable expansion of export scale of cultural products to RCEP member countries,this paper suggests that first strengthen communication with RCEP member states,create a good trade environment,make good use of RCEP platform,as far as possible to avoid trade friction,trade disputes,and provide guarantee for long-term and good cooperation.Secondly,appropriate export products and strategies should be selected for different export countries.Only products that meet the local cultural identity can open the local market.Finally,this paper believes that with the continuous development of the Internet,some forms of cultural products exports will inevitably be impacted and even marginalized,so its necessary to do a good job in two aspects,one is to adjust the export structure of cultural products,the other is to update the presentation form of cultural products,and digitize some cultural products that can be digitized to meet the trend.Only in this way can we provide a continuous impetus for the export of cultural products,Make the development of cultural industry sustainable.