文化是民族的灵魂,而文化贸易则代表着一个民族的经济发展水平和文明

开放程度。近20年来,随着高新技术的发展及其在文化领域的推广和应用,以

版权、影视、演出、会展、动漫和游戏为代表的文化产业己被国际学界公认为

朝阳产业,在许多发达国家它的地位已经从国家经济体系的边缘走向了中心,

由文化产业的兴起而引发的世界范围内的文化贸易也蒸蒸日上。本文通过建立

包括国际市场占有率、贸易竞争力指数、显示比较优势指数、出口增长优势四

个指数的评价指标体系分析我国及世界上主要国家文化贸易的国际竞争力,显

示我国文化贸易竞争力较弱,然后将“钻石”模型引入文化贸易领域,从六个

大方面探讨我国文化贸易的影响因素,包括生产要素条件——自然资源、人文

资源、文化设施与机构、人力资源、资本、科技水平,需求条件——需求规模

和需求结构,相关与支柱性产业——信息技术产业和旅游业,企业战略与同业

竞争以及政府和机遇,通过选取9个有代表性的指标,运用1996年以来的数据

进行实证分析,包括建立回归模型和格兰杰因果检验,分析上述要素对文化贸

易竞争力的影响程度,指出人力资源、城市居民人均收入、外商直接投资、第

三产业比重对文化贸易出口额影响较大,而互联网是负面影响。根据定性分析

和定量分析的结果,有针对性地提出对策建议,从政府层面和企业层面两个大

的方面提出,政府层面包括:健全人才培养机制;提高人均收入水平,增加文

化消费支出;优化投入政府经费,引导民间资本流入;加大知识产权保护力度;

密切关注“文化贸易自由化”新动向。企业层面包括:充分利用文化资源;打

造文化企业产业链;采取“文化认同”策略,减少“文化折扣”现象和利用现

代形式弘扬民族文化。以此开拓和发展国际市场,促进我国文化贸易的发展。

关键词:文化贸易;国际竞争力;影响因素;钻石模型

Abstract

Culture is the soul of the nation, while cultural trade represents a nation's level

of economic development and openness of civilization. Over the past 20 years, with

the development of high and new technology and its popularization and application

in the field of culture, the copyright, film and TV, performance, exhibition, anime

and games as a representative of the cultural industry have been recognized as

sunrise industry. Cultural trade has been from the edge to the center of national

economy in many developed countries, triggered by the rise of cultural industries

and cultural trade is booming around the world.

The thesis establishes four index as evaluation systems to analysis our country

culture trade international competitiveness, including international market share,

trade competitiveness index, revealed comparative advantage index, export growth

advantage index, concluding China's cultural trade competitiveness is weak. Then a

diamond model” is introduced into culture trade, through qualitative analysis and

data support from six aspects to explore the influence factors of cultural trade in our

country, including the factors of production conditions, natural resources, human

resources, cultural facilities and organizations, capital, technology, scale and

structure of demand, demand conditions, demand related with backbone industry and

tourism industry, information technology, corporate strategy and competition, and

government and opportunity. The chapter six selects nine representative indexes and

makes an empirical analysis using data since 1996,including the granger causality

test, regression model. According to the analysis of the above factors on the impact

of cultural trade competitiveness, The thesis points out that the human resources,

urban residents' per capita income, foreign direct investment, the proportion of the

tertiary industry strongly affect cultural trade exports, and the Internet is a negative

impact. It concludes and puts forward countermeasures and Suggestions, from the

government level and enterprise level,government level including: Perfect talent

training mechanism; To improve the effective demand for cultural products;

Optimization of government spending,and expand the financing channels;