“球土化”是全球化与本土化冲突与融合的产物,是中国文化产业海外发展的现实语境。泛欧电视产业在全球扩张和跨国传播时的一些做法,如本土化广告窗口、本土化语言翻译、本土化节目制作、本土化节目频道,给中国文化产业海外发展很多有益的启示。 “Civilization ” is the product of the conflict and integration of globalization and localization, and is the realistic context for the overseas development of Chinese culture industry. The pan-European television industry in the global expansion and transnational spread of a number of practices, such as localized advertising window, localized language translation, localized programming, local programming channels, to the Chinese cultural industry overseas development of many useful inspiration.