邓锦图

摘要： 中国加入WTO以来，经济全球化的局面不断显现、中国对外贸易的总体趋势飞速发展；然而在文化贸易方面，我国却仍呈现落后和疲软态势。一方面，越来越多的国民意识到文化产品的重要性，中国文化产业如今在国内迅猛发展，国内市场也日渐活跃；另一方面，放眼海外市场，中国文化产品只占到1.5%的国际份额市场，远低于美国的42.5%。

从文化输入到文化输出的过程无疑是漫长的，从买方转变为卖方也是一个十分艰巨的任务。中国文化产业出口的现状以及中国如何在全球文化产业迅猛发展的今天取得立足之地，仍值得我们的分析和思考。

本文将从剖析文化产品的概念入手，根据相关数据阐述我国文化产业的出口现状；并以电影业为例，重点分析文化壁垒的形成原因以及对我国文化产品出口的影响；最后结合现实社会背景，提出相应的创新对策以期改变中国文化产品出口的低迷局面，使得中国元素真正地“走出去”。

Abstract： Since China joined the WTO， the situation of economic globalization has continued to show， and the general trend of China's foreign trade has developed rapidly. However， in terms of cultural trade， China still shows backwardness and weakness. On the one hand， more and more people are aware of the importance of cultural products. Chinese cultural industry is now developing rapidly in China， and the domestic market is becoming increasingly active. On the other hand， the overseas markets， Chinese cultural products account for only 1.5% of the international market， well below the 42.5% in the United States.

The process from cultural input to cultural output is undoubtedly a long one. The change from buyer to seller is also a very arduous task. The status quo of Chinese cultural industry exports and how China can achieve a foothold in the rapid development of the global cultural industry are still worthy of our analysis and reflection.

This article analyzes the concept of cultural products， according to the relevant data to explain the current situation of the export of cultural industries in China， and takes the film industry as an example， it focuses on the formation of cultural barriers and the impact on the export of cultural products in China. Finally， combining with the realistic social background， the author puts forward the corresponding innovative countermeasures in order to change the depressed situation of the export of Chinese cultural products and make the Chinese elements "going out".

關键词： 文化差异；贸易壁垒；中国文化；出口

Key words： cultural differences；trade barriers；Chinese culture；exports

中图分类号：F752.68 文献标识码：A 文章编号：1006-4311（2018）20-0286-03

1 文化产品出口现状

1.1 文化产品概述

说到“文化产品”，我们首先要认识“文化”。“文化”具有特定的民族性和阶级性，也具有相对的独立性和传承性。文化是一种符号，标记了一个地区或民族独特的生活形态和精神面貌。而文化产品正是将这种特定的符号物质化和价值化，将文化精神借助于物质载体，直接为社会提供多姿多彩的文化消费品，成为社会总产品的组成部分，例如：书报杂志、文娱用品、影像制品等。……