【正文】 主體要積極參與國際文化貿(mào)易市場的競爭，真正地走入國際市場，才能培養(yǎng)起來市場敏感和獨(dú)立主體地位，通過市場，贏得競爭。比如韓國政府為了更好地推廣韓國文化產(chǎn)品，在文化出口戰(zhàn)略地區(qū)，如北京、東京等城市設(shè)立了辦事處，建立“前沿?fù)?jù)點(diǎn)”，進(jìn)行專門的市場調(diào)研、開發(fā)和推廣，保證營銷投放的精準(zhǔn)度。中外文化貿(mào)易的逆差，不僅表現(xiàn)在進(jìn)出口產(chǎn)品數(shù)量上，更表現(xiàn)在高端品牌產(chǎn)品的數(shù)量。Sales channels are very important in the whole trading picture. Without channels, no matter how good the product is, it cannot be reached by customers. Developed countries have built a mature international sales system during longterm international cultural trade. They also have a market monopoly. In recent years, some Asian countries have begun to explore strategies for international promotion and marketing, and have achieved good results. For example, in order to promote Korean cultural products, the Korean government set up a project involving “frontier stations” in targeted counties, with offices in Beijing, Tokyo and other cites. These offices are doing market research, development and promotion to establish good sales channels. The sales channels in nowadays are not only functioning of distributing products, but also triggering consumption and creating new market needs. To establish sales channels for Chinese cultural products has bee an urgent task facing each of us in the industry. Chinese stories, international expression”, which was formed after we successfully produced the famous production “ERAIntersection of Time”. I firmly believe by holding this concept it’s helpful to produce more universal value and internationally popular cultural products.如何改變當(dāng)前這種形勢，實(shí)現(xiàn)國際文化貿(mào)易的平衡發(fā)展，這對中國的文化企業(yè)而言，既是挑戰(zhàn)也是機(jī)遇，更是時代所賦予的歷史使命。渠道是整個貿(mào)易體系中十分重要的一環(huán)，沒有渠道，再好的產(chǎn)品也無法通達(dá)消費(fèi)者的面前。中國文化走出去，也主要應(yīng)該以貿(mào)易的形式；也只有在貿(mào)易的形式中，市場主體的作用才能夠發(fā)揮得淋漓盡致。我相信，如果在中國文化走出去方面能夠不斷借鑒世界各國的先進(jìn)經(jīng)驗(yàn)，從中國實(shí)際出發(fā)，做強(qiáng)品牌、鞏固渠道、強(qiáng)化主體，必定能在國際文化貿(mào)易中贏得更多的市場份額，必定能在世界廣泛傳播中國文化的影響力，并通過國家文化軟實(shí)力的提高，提升國家形象的美譽(yù)度。因此，中國文化貿(mào)易要有自己渠道策略。盡管目前全球化趨勢日益加劇，但各國文化仍有著相對的獨(dú)立性和差異性，因此各國文化產(chǎn)品在國際文化貿(mào)易過程中會遇到跨文化傳播障礙。3. the strategy of main bodiesChina’s trade is listed among the world’s top three and its cultural trade has greatly increased. However, its increase in culture exports is lagging behind the trade category of other countries. The exportation of Chinese cultural products is still very weak, which presents both a challenge and an opportunity for China’s cultural panies. It’s important to choose the right st