In recent years，China has accelerated the development of its foreign cultural trade. But different from general products in foreign trade，cultural products are public goods of externality，and are under the influence of cultural discount. Therefore，how to promote China’s cultural product export and improve the efficiency of “culture exporting” while maintain the uniqueness of the products becomes a common concern of the academia. The paper combines the cultural discount theory and the cultural marketing theory in view of this，draws attention to the volatility and complexity problem of cultural distancein foreign cultural trade，and proposes related suggestions based on theoretical and practical analysis.