文化企业国际市场进入方式的选择是企业“走出去”战略的核心组成部分。中国文化企业进入美国文化市场时需要考虑诸多影响因素,其中文化消费习惯是一个重要的参考点。文章首先分析了美国消费者的文化消费习惯,然后针对美国文化市场不同的产业,结合当地文化消费习惯,建议中国企业采取灵活有效的进入方式。 The choice of the mode of entry into the international market of a cultural enterprise is a core component of the enterprise’s “going out” strategy. Chinese cultural enterprises need to consider many influencing factors when they enter the American cultural market. Among them, cultural consumption habits are an important reference point. First of all, the article analyzes the cultural consumption habits of American consumers, and then, according to the different industries of American cultural market, combined with the local cultural consumption habits, it is suggested that Chinese enterprises adopt a flexible and effective way of entry.