摘要
利用联合国商品贸易统计数据库和霍夫斯塔德(Hofstede)的文化维度数据,实证分析文化距离对我国出版物出口贸易的影响,并以人均GDP为调节变量,探讨经济发展水平对文化距离与出版物出口贸易关系的调节作用。研究发现,文化距离会导致出版物交易成本和交易不确定性增加,交易规模、交易广度和交易深度下降,对出版物出口贸易有显著的负向影响。而经济发展水平则对文化距离与出版物出口贸易关系有显著的正向调节作用,能够降低文化距离对出版物出口贸易的负向影响程度。未来我国出版物的出口贸易,需要综合考虑和评估文化因素与经济因素对出版物出口贸易的影响,针对不同类型国家和地区的文化与经济特点,实施差别化的出版物生产、出口和市场推广策略。
This paper studies the effect of cultural distance on publication export trade in China on empirical study,by the data of UN Comtrade database and cultural dimension data of Hofstede.It introduced GDP per capita as regulated variable,and explored the regulated effect of economic development level.The research showed that cultural distance increased the transaction cost and uncertainty,and decreased transaction scale,extent and depth,and negatively correlated to the publication export trade.And economic development level positively regulated the relationship of cultural distance and publication export trade,which reduced the negative effect of cultural distance to the publication export trade.In the future,we should focus on both cultural and economic factors to implement differentiation strategy of production,export,and promotion on publication export trade in China,according to the different type of countries and areas based on cultural and economic characteristics.
作者
朱丹红
黄少华
Zhu Danhong;Huang Shaohua(School of Journalism&Communication,Huaqiao University,Xiamen,361021;Institute of Future Media Research,Guangzhou Huashang College,Guangzhou,511300)
出处
《出版科学》
CSSCI
北大核心
2024年第3期86-96,共11页
Publishing Journal
基金
2022年福建省习近平新时代中国特色社会主义思想研究中心年度项目“以习近平总书记关于网络强国的重要思想引领网络空间治理体系建设研究”(FJ2022XZB023)阶段性成果。
关键词
出版物
文化距离
出口贸易
经济发展水平
Publication
Cultural distance
Export trade
Economic development level
