中华文化“走出去”的问题与对策

The Problems and Countermeasures of Chinese Culture Going Out

近年来,我国政府出台了一系列政策支持和鼓励中华文化"走出去",但中华文化的对外传播始终存在许多问题,效果不佳,其主要表现为:中华文化的"走出去"主要是"政府主导型"机制下的文化"送出去",未能准确把握外国文化市场需求,缺乏独特的"中华文化内容"及其产品,导致中华文化"走出去"的社会效益和经济效益有限。针对这些问题,我们可采取以下几方面的对策:第一,改变中华文化"走出去"战略思路,由把中华文化"送出去"变为"卖出去",最终达到"走进去"的传播目的;第二,完善中华文化"走出去"机制,由"政府主导型"机制向"市场主导型"机制转变;第三,坚持市场主导,从内容选择、表现形式、市场营销等方面准确把握和满足外国受众的文化需求。

In recent years, our government introduced a serious of policies to support and encourage the Chinese Culture going out. But a lot of problems in the international communication about Chinese Culture always exist and little achievements were got. The main problems are following： the going out of Chinese Culture is in the charge of government oriented mechanism. This act can not grasp the requirements of foreign culture markets and is lack of distinct contents and products of Chinese Culture. Therefore, it leads to limited social and economic benefits. Aiming at solving these problems, we can adopt the following counter measures： First, changing strategy thought about Chinese Culture going out： change sending out into selling out. Second, perfecting mechanism about Chinese Culture going out. Changing from government-oriented mechanism into market-oriented one. Third, insisting market-dominated method, and satisfy the cultural requirements of foreign audience accurately form the choices of content, the forms of performance and marketing.