近年来，随着实施文化“走出去”战略，如何更好地规避文化贸易过程中的文化差异，扩大我国的文化贸易总量，已经成为亟待研究解决的问题。由云南省哲学社会科学学术基金资助出版的云南大学国家文化产业研究中心刘建华博士新著《传媒国际贸易与文化差异规避》，从传媒国际贸易方面，对这一问题进行了详细的分析探究，给我们提供了新的研究视角和思考维度。

In recent years,Along with the implementation of the cultural"Go out"strategy,How better to avoid in the process of cultural trade cultural differences,To expand our cultural trade volume,Has become a research to solve the problem.The yunnan province philosophy social science academic fund issue of the yunnan university national culture industry research center Dr Liu new[Media international trade and cultural differences to avoid],From the media of the international trade,On the issue to a detailed analysis and investigation,To provide us with a new perspective and thinking dimension.

　　首先，该书立足于我国的传媒交往实践，同时对于研究国际间的传媒贸易问题又具有普适性。在全球高度一体化的当前，一个国家的文化实力在很大程度上也反映着一个国家的发展层次。而作为文化产业重中之重的传媒产业来说，则更是如此。如何更好地促进我国传媒国际贸易，加强国际间的传媒贸易往来，关乎我国核心软实力的构建和提升。同时，该书中透视了国际传媒贸易的一般规律，提出的一些理论和具体的策略，也具有很强的指导意义。

First of all,The book based on China's media communication practice,At the same time for the international media trade and generality.In the current global highly integrated,A country's cultural strength to a great extent, also reflects the development of a country level.As the most important cultural industry for media industry,Is so.How to better promote media international trade,Strengthen the international trade media,In China about the core of the soft power of the construction and promotion.At the same time,In the perspective of the international media trade general rules,Put forward some theories and specific strategies,Also has a strong guiding significance.

　　其次，该书把“传媒产品的消费”作为研究的起点，有利于我国传媒的生产更有的放矢，更容易为国外的消费群体所接受。该书还构建了传媒产品影响因素模型图，对传媒产品产生影响的九大因素进行了阐释，并指出文化因素对于传媒产品的意义，对我国传媒产品的生产有很大的启发意义。

secondly,The book the"Media product consumption"As the starting point of the research,Is advantageous to our country media production with a clear goal,Easier for foreign consumption group accepted.The book also constructs the media product factors model diagram,The effect of media products to nine factors in the interpretation,And points out that cultural factors on the significance of media products,To our country media production have great enlightening significance.

　　第三，该书又不仅仅局限于研究“传媒产品的消费”，而是在以“传媒消费”为起点的基础上，回顾研究了传媒生产的整个总过程，提出了规避文化差异的四个节点，即消费、交换、分配以及生产。对每个环节怎样运转以达到传媒产品最有效地被受众所接受，提出了全面的见解。

The third,The book and not just confined to the research"Media product consumption",But in"Media consumption"On the basis of as a starting point,Review the media production of the total process,Puts forwards some cultural differences of the four nodes,Namely consumption/exchange/Distribution and production.For each link how to run in order to achieve the most effective media products are accepted by the audience,Puts forward the comprehensive views.

　　第四，该书提出我国传媒产品“走出去”的具体策略，对传媒国际贸易活动具有实际指导意义。如在消费环节，促进文化价值认可的路径有“文化间性、共通的文化意义空间、精神效用补偿”；在交换环节，淡化文化差异的策略原则有“文化差异时滞效应、交换渠道数字化、期望产品导向化、延伸产品结构化”等。这些策略已经不局限于学理上的拓展，而是给当前火热的传媒国际贸易实践指出了实实在在的发展路径。

The fourth,The book puts forward media products"Go out"Specific strategies,International trade activities of media practical guiding significance.As in the consumptive link,Promote cultural value recognized path have"Intercultural sex/The common cultural meaning space/Spirit utility compensation";Exchange link in,Dilution of the cultural differences with principles of strategy"Cultural differences delay effect/Exchange digital channels/Expect product guide change/Augmented product structured"etc.These strategies have not limited YuXueLi on development,But to the current hot media international trade practice, points out the development path.