美国电影在中国市场的文化折扣：基于2009-2013年的票房数据

Research on Cultural Discount of American Movies in China:based on Box Office Data from 2009 to 2013

文化折扣体现了本国文化对异国文化的接受程度，是不同国家在进行文化贸易时会遇到的问题。采用2009～2013年美国影片的中美票房横截面数据进行计量分析，检验不同类型和不同版权属性的美国影片在中国的文化折扣度问题，得到如下结论：电影类型及版权属性在文化折扣度问题的检验上都是联合显著的；不同类型的美国影片在中国的文化折扣度不同，动作片、科幻片、冒险片、灾难片的文化折扣度相对较低，剧情片、家庭片的文化折扣相对较高；不同版权属性的影片的文化折扣度也不同，买断片的文化折扣度相对较高，分账片的文化折扣度较低。

Cultural discount reflects national cultural acceptance of foreign culture, which is an important problem in cultural trade between different countries. Using the box office data of American movies from 2009 to 2013 for quantitative analysis, this essay has examined the degree of cultural discount of American movies in the aspect of different genre and attribute of copyright. The conclusions are as follows： the movie genre and attribute of copyright are jointly significant in the degree of cultural discount; cultural discount of different movie genre in China is different： the cultural discount of action movie, science fiction, adventure and the disaster movie is relatively low, while the cultural discount of drama and family movie is relatively high; cultural discount of different copyright is also different. Cultural discount of exclusive copyright movie is relatively high. And the cultural discount of income- sharing movie is relatively low.