第三,人均收入与文化产品进出口的相关性高,中国发展机遇重大
联合国教科文报告研究显示,人均收入与文化产品进出口的相关度很高。设定人均1000美元以下为低收入国家,1000-3000美元为中低收入国家,3000美元以上为中高收入国家,7000以上为高收入国家。分析显示,10年以来,高收入经济体虽然仍然保持着文化产品进出口贸易市场的主导地位,但是变化不大。但是中低和中高收入经济体表现出较大的增长。其中出口增长最大,导致高收入经济体从1994年出口值是所有其他国家的11倍,降低到2003年大约是其他国家的5倍。2003年高收入经济体文化产品进口还是高出其他三类国家的8倍左右(565:72)。
可以看出,一个国家在从“中低收入”走向“中高收入”的过程中,文化产品的进出口会有一个“实质性的增长”阶段。如果这个国家体量较大,这个增长的幅度会更大。中国正是这样一个国家。
第四,从中国文化贸易的地域分布看,最大的市场在高收入国家,特别是美国
高收入国家是中国文化产品出口的主要对象。向美国一国出口就占了1/3(34.7%),向欧洲7国的出口占26.8%的份额。进口来源虽然比较分散多样,但是也集中在发达国家。美国(22.2%)和德国(14.7%)是主要国家,其他发达国家占39.6%。
有趣的是,美国的文化产品进出口与中国形成对照。美国的文化产品出口大多流向发达国家,加拿大第一,占40%以上,然后依次是英国(12%),瑞士(5.6%),日本(5.2%)墨西哥(3.6%)等国。向中国的出口仅排在14位。而同期,美国文化产品进口却与其出口流向大不一样:其最大的文化产品的提供国是中国,加上香港的份额,美国从中国进口的文化产品高达34.1%。
因此,美国不仅与中国有紧密的经济关系,而且有超乎寻常的紧密的文化贸易关系。美国市场是中国文化产业走出去的主要目的地,是中国文化产业登上国际舞台的最重要的台阶。
第四,若干启示
首先,我国正处在对外文化贸易发展最佳时间。世纪之交我国就超越了人均1000美元,2006年底更是超越了人均GDP2000美元,而沿海发达地区大约3亿人口人均GDP已经达到5000美元以上。这就是说,我国是同时跨越“中低收入”和“中高收入”两种类型的国家。这就是为什么中国会出现文化产品出口一下子跃居全球第三位的原因。
其次,中国与美国文化贸易关系最为紧密,中国文化产业走出去的最大市场在美国。原因可能在于:一方面,中国和美国经贸关系最为紧密,美国人对于中国文化兴趣最大(中美之间“文化折扣”最低);另一方面,北美生活着对中华文化向心力最强,对中国文化产品需求最为旺盛的华侨群体。
第三,中国经济连年高速发展,文化消费需求也稳步上升,中国人口众多,市场规模巨大,是培育国际级文化企业的最佳土壤。在中国做大做强,在国际资本眼中就是最具投资价值的产品了。中国文化贸易产品中最突出的类别是视听媒体,特别是电子游戏,就是在1.8亿网民参与下,获得资本市场青睐,迅速成为国际文化市场上的领导者。
注:
美国:核心文化产品出口:加拿大占40.2%,第一位。中国占1.4%,第11位。核心文化产品进口,中国占30.8%,第一位。以下依次为:英国11%,法国10.9%,加拿大10.5%,德国4.2%,日本3.6%,中国香港3.3%等等。
中国:核心文化产品出口:美国34.7%,第一位。中国香港17.9%,第二位。荷兰14.5%,日本6.6%,英国6.5%,等等。核心文化产品进口:美国22.2%,第一位。德国14.7%,香港12.5%,新加坡10.2%,芬兰7.1%,日本6.4%,等等。[page
International Culture Trade Condition and Development Opportunity of China’s Cultural Industries
Deputy Director of Research Center for Human Studies of CASS.
Zhang Xiaoming
“2007 China International Cultural Industry Forum” invited some representatives from important world organizations and industry associations such as United Nations Educational, Scientific, and Cultural Organization (UNESCO), World Intellectual Property Organization (WIPO), International Publishers Association (IPA), International Design Alliance (IDA), International Federation of Multimedia Association (FIAM) and International Festivals & Events Association (IFEA).They discussed the development state of world cultural industries, forecasted intending development foreground and talked about existent problem. The forum procured plentiful harvest.
After the forum, Research Center for Human Studies of Chinese Academy of Social Sciences, Research Center for Culture Studies of Shenzhen and World China Network Association published together Blue book on culture: World Cultural Industries Report (2007) .
The publication of Blue book on culture: World Cultural Industries Report (2007) offered a direct, systemic and authoritative platform for us, where world cultural industries information was released.
This blue book especially the culture trade report by UNESCO gives us following important information:
Firstly, world cultural industries present a splendid sight, culture trade enlarges constantly.
International Flows of Selected Cultural Goods and Services 1994-2003 which is published in Chinese accredited by UNESCO institute for Statistics for the first time, looks at cross-border trade in selected cultural goods and, for the first time, examines trade in selected cultural services.
According to referenced data in this report, since 2000, the industry has grown at an annual compound Cultural and creative rate of over 7%. In the countries of the Organization for Economic Co-operation and Development (OECD), the industry is with an annual growth rate of between 5% and 20%. Cultural and creative industries alone are estimated to account for over 7% of the world’s Gross Domestic Product (GDP) in 2003.The global market value of industries with strong creative and cultural components is estimated at US$ 1.3 trillion.
At the same time, world culture trade enlarges constantly. Customs-based data show that the trade of cultural goods almost doubled during the last ten years from US$ 38 billion in 1994 to 60 in 2002. (The analysis focuses on the notion of cultural content and develops a new conceptual structure to accommodate the taxonomies currently used for the collection of trade data. In this regard, the report draws a distinction between “core” and “related” cultural goods and services. Core cultural goods include heritage goods, books, newspapers and periodicals, other printed matter, recorded media, visual arts, audiovisual media, etc.)
Secondly, China holds a projecting status in world culture goods and services trade and becomes the bright spot.
In 2002, this market was restricted to a limited number of countries where high-income economies are still the largest producers and consumers of cultural goods. A notable exception is the emergence of China as the third biggest exporter of cultural goods in 2002. The United Kingdom came out as the biggest exporter of cultural goods with US$ 8.5 billion, followed by the United States of America with US$ 7.6 and China with US$ 5.3.
The United States of America was the biggest importer of cultural goods in 2002 with US$ 15.3 billion, which is twice the value of the United Kingdom (US$ 7.8 billion) which is the second largest importer. Germany was the third largest importer of cultural goods with US$ 4.1 billion. China was the 15th largest importer.( Canada with US$ 3.8 billion, France with US$ 3.4 billion, Switzerland with US$ 2.4 billion, China Hongkong with US$ 2.0 billion, Italy with US$ 1.8 billion, Belgium with US$ 1.5 billion, Spain with US$ 1.48 billion, Netherlands with US$ 1.42 billion, Australia with US$ 1.2 billion, Mexico with US$ 1.14 billion, China with US$ 1.11 billion.)
The calculated data shows that China was the 4th largest international trade country on cultural goods, accounting for 5.39% of the total market. In the corresponding period, China was the 5th largest international trade country on common goods, accounting for 4.7% of the total market. It shows that the status on cultural goods of China was even higher than common goods. Seeing about imports and exports respectively, the total value of exports on cultural goods was US $ 5.27 billion, with imports US$1.11 billion. The exports was as 4.69 times as the imports. In the corresponding period, the total value of exports on common goods was US $ 325.6 billion, with imports US$ 295.17 billion. The value of exports was as 1.1 times as the imports. It shows that China had a bigger trade surplus on cultural goods trade than common goods trade.
The data show that China is a net exporter with US$ 5.8 billion in exports but only US$ 1.2 billion in imports in 2003. Another data show that within the lower-middle-income economies (below US$ 3000 income per capita), China was the biggest exports and imports country in 2002.
Thirdly, the pertinence between Gross National Income per capita and imports and exports is very strong. China is faced with grand development opportunity.