中国文化产品出口质量测度与比较——基于KSW方法和相对单位价值法的研究  

The Measurementand Comparison of the Export Quality of Chinese Cultural Products——A Research Based on the KSW Method and the Relative Unit Value Method

作　　者：任文龙 赵保成 Ren Wenlong;Zhao Baocheng

机构地区：[1]南京财经大学艺术设计学院

出　　处：《文化产业研究》2023年第2期97-114,共18页Cultural Industry Research

基　　金：国家社科基金艺术学青年项目“文化产业数字化转型的动态演进识别与高质量跃升路径研究”(22CH190)的阶段性研究成果。

摘　　要：提高文化产品出口质量是增强中国文化产品国际竞争力,更好地推动中国文化走出去的重要途径,而对中国文化产品出口质量的全面分析刻画是开展研究的逻辑起点。首先基于中国海关数据库中的文化产品出口数据,运用KSW方法,进行质量测算。研究发现,中国文化产品出口质量在2000—2015年呈波动之势,总体略有下降。从产品分类来看,书籍和报刊的平均出口质量最高。从企业分类来看,国有企业的平均出口质量最高。从出口目的地分类来看,对北美洲的平均出口质量最高。此外,对儒家文化圈的平均出口质量高于非儒家文化圈,对非“一带一路”沿线的平均出口质量高于“一带一路”沿线。进而基于CEPII_BACI数据库中的文化产品出口数据,运用相对单位价值法,测算1996—2021年世界各国的文化产品出口质量,以进行横向比较。结果表明,中国的文化产品出口质量在国际上处于相对较低水平,且排名呈现波动之势。Improving the export quality of cultural products is an important way to enhance the international competitiveness of Chinese cultural products,which promotes Chinese culture to be globalization.What the logical start for research of the export quality of Chinese cultural products is the comprehensive analysis and characterization.First of all,based on the export data of cultural products in the database of China Customs,this thesis used the KSW Method to measure the export quality of cultural products.It is found that the export quality of Chinese cultural products fluctuated from 2000 to 2015,with a slight decline overall.In terms of product classification,the average export quality of books and newspapers is the highest.From the perspective of enterprise classification,the state-owned enterprises have the highest average export quality.From the perspective of export destination classification,the average export quality of North America is the highest.Besides,the average export quality of the Confucian Cultural Circle is higher than that of the Non-Confucian Culture Circle.Coincidentally,the average export quality of the countries which are not along the Belt and Road Initiative is higher than those are along it.For horizontal comparison,this thesis used the Relative Unit Value Method to estimate the export quality of cultural products in the world based on the export data in the CEPII_BACI database from 1996 to 2021.According to the results,China's export quality of cultural products is at a relatively low level in the international arena,and the ranking shows a fluctuating trend.

关 键 词：文化产品 出口质量 KSW方法 相对单位价值法 

分 类 号：F752.62[经济管理—国际贸易] G124[经济管理—产业经济]