我国电影出口贸易中文化折扣的成因、影响及对策分析  

Analysis on Cause,Effect and Countermeasure of Cultural Discount of Chinese Movie

作　　者：邹超[1] 庞禛[2] 

机构地区：[1]北京城市学院,北京100083 [2]对外经济贸易大学,北京100091

出　　处：《北京城市学院学报》2013年第5期39-44,共6页Journal of Beijing City University

摘　　要：我国已成为电影大国,但不是电影强国。虽然我国电影产量、国内票房收入连年上升,但是海外票房低,近年来呈现出直线下降趋势。文化折扣是我国电影走出去的主要障碍。本文分析了我国电影出口贸易中文化折扣的成因以及文化折扣对我国电影出口贸易的影响,并针对如何减少电影贸易中的文化折扣,加速我国电影走向国际市场提出了对策,包括选择反映普适价值的电影题材、本土化与国际化相结合、细分市场、循序渐进。Our country has become a great nation in the movie industry, but not a powerful nation. Movie output and domestic box office income of our country continue to rise, however, oversea box office declines in the recent years. Compared with 2011, qversea box office of Chinese film decreases by 47.5% in 2012. Cultural discount is the main obstacle of going out. This paper analyzes the cause and effect of cultural dis- count to Chinese film export, and puts forward countermeasure to reduce cultural discount and accelerate the export, such as choose universal values themes, adopt culture mixture strategy, segment market step by step.

关 键 词：我国电影 文化折扣 对策 

分 类 号：G124[文化科学]