An Empirical Analysis of Factors Influencing Trade in Cultural and Creative Products Based on Big Data and Extended Gravity Model

In recent years, the global trade has been undergoing historical changes due to the global epidemic and the ups and downs of the international situation. Focusing on cultural and creative products, this paper collects data from 20 sample countries along the " Belt and Road" from 2011 to 2020, uses data on the degree of openness of each country and the number of years of diplomatic relations, dynamizes the variables of geographical distance and cultural distance respectively, and introduces innovative explanatory variables such as the level of intellectual property protection and Internet penetration. The extended gravity model is used to empirically analyze the direction and effect of the factors affecting the trade of cultural and creative products. The study shows that the level of economic devel-opment, the level of intellectual property protection and the degree of Internet penetration promote the trade of cultural and creative products, while the geographical distance and cul-tural distance will hinder the trade development. China should develop differentiated trade strategies, improve infrastructure connectivity, enhance core competitiveness of products, and pay attention to intellectual property protection and Internet penetration to promote high-quality development of China's cultural and creative products trade.