Abstract
This essay attempts to describe cultural discount comprehensively, and analyze the causes and effects of cultural discount. As the documentary is the carrier of the culture spreading, this essay emphasizes the analysis of excellent documentaries of China. It concludes from the aspects of cultural background, producing approaches and marketing strategy to find out the helpful ways for Chinese documentaries to spread worldwide. Because the current study on how Chinese documentary overcomes the cultural discount is still limited, this essay provides new views for Chinese documentary spreading internationally.
Keywords   cultural discount   documentary   culture spread   approaches

本文分析了文化折扣这一现象产生的原因及产生的影响，试图对文化折扣这一现象进行全面的描述，并对其产生的原因进行分析。鉴于纪录片是文化传播的优良载体，本文侧重于对国内优秀纪录片的分析，从文化背景、制作方式、营销策略方面总结有助于中国纪录片对外传播的方法。由于目前对中国纪录片如何克服文化折扣现象的研究仍就非常有限，本文为中国纪录片的国际传播提供了新的视角。
关键词  文化折扣   纪录片   文化传播   应对方式

Documentary, as a good carrier of national cultural output, plays an important role in the spreading of Chinese culture. However, due to the differences of Chinese and Western cultures, the Chinese documentary inevitably encounters cultural discount when it is spreaded to western countries. Yet the study on how Chinese documentary overcome the cultural discount is still limited. For these reasons, this paper endeavors to analyze the causes of cultural discount and find out ways to deal with this phenomenon, in order to offer some suggestions for the Chinese documentary in its international communication.