今天在国际软实力的激烈竞争中,中国文化正在进行从文化资源、文化事业到文化产品、文化产业的转向。文化创新是提升软实力的关键,一方面要加强中国文化内涵的本体创新,从内容到形式要有所突破;另一方面,要加强传播手段的创新。利用现代传媒和科学技术是中国文化走向市场、走向世界的重要途径。 Today, in the fierce international competition for soft power, Chinese culture is making the transition from cultural resources and cultural undertakings to cultural products and cultural industries. Cultural innovation is the key to enhancing soft power. On the one hand, it is necessary to strengthen the ontological innovation of Chinese cultural connotation, from content to form, and on the other hand, we must strengthen the innovation of means of communication. The use of modern media and science and technology is an important way for Chinese culture to go to the market and to the world.