在“丝绸之路经济带”倡议下,文化品牌向中亚五国传播既是品牌抓住机遇走向国际的体现,也是对“文化先行”理念的践行,具有理论必要性与现实可行性。本文以此为逻辑起点,客观检视陕西的典型文化品牌向中亚五国进行传播的现状,着重对存在的问题进行学理性审视,并尝试提出相应的解决对策。 Under the “Silk Road Economic Belt” initiative, the promotion of cultural brands to five Central Asian countries is not only an expression of the brand’s seizing the opportunity to go to the world, but also the practice of the concept of “cultural advancement,” which is both theoretically necessary and realistic feasibility. This article takes this as a logical starting point to objectively inspect the status quo of Shaanxi’s typical cultural brand spreading to five Central Asian countries, and focuses on the rationality of the existing problems and tries to put forward corresponding solutions.