当今世界,不同文化的交流交融交锋越来越多地表现在文化市场上,表现在文化产品、文化服务、文化资本的竞争上。近年来,美国一直控制着世界60%—80%的电视和广播节目,占有世界2/3的电影市场总票房。相形之下,我国文化产业发展差距还非常明显,文化产品和服务出口总体上还处在探索起步阶段,规模总量偏小、结构不尽合理、营销手段落后,特别是缺乏在国际上有较大影响力的文化企业和 In today’s world, the confrontation of different cultures is increasingly manifested in the cultural market, manifested in the competition of cultural products, cultural services and cultural capital. In recent years, the United States has controlled 60-80% of the world’s television and radio programs and has accounted for two-thirds of the world’s total box office film market. In contrast, the gap between the development of China’s cultural industries is still very clear, the export of cultural products and services are still in the initial stage of exploration, the total scale is small, the structure is not reasonable, marketing tools behind, especially the lack of more internationally Great influence of cultural enterprises and