文化折扣是文化产品区别于其他一般商品的主要特征之一。语言、文化背景、历史传统等都可以导致文化折扣的产生。不同文化产品类型所产生的文化折扣也不一样。在推动中国文化产品走向国际市场的过程中,重视文化折扣研究、采取各种策略降低文化产品的折扣度有着极为重要的意义。在对文化折扣进行分析的基础上,本文提出了中国文化产品走向国际市场应采取的几种策略。 Cultural discounts are one of the main features that distinguish cultural goods from other general goods. Language, cultural backgrounds, historical traditions, etc. can all lead to cultural discounts. Cultural discounts are also different for different types of cultural products. In the process of promoting Chinese cultural products to the international market, it is extremely important to attach importance to cultural discount studies and take various strategies to reduce the discount of cultural products. Based on the analysis of the cultural discounts, this paper proposes several strategies that Chinese cultural products should take in the international market.