“一带一路”倡议下，中国文旅企业“走出去”既是参与国际竞争的客观需要，也是其充分发挥竞争优势，实现与共建“一带一路”国家协同发展的战略要求。文章采用多案例研究法，选取4家典型的中国文旅企业，从动因和困境两个视角深度剖析不同阶段下案例企业“走出去”的战略环境，以及企业据此作出的战略选择。研究发现：中国文旅企业“走出去”的过程可以划分为初探期、成长期、成熟期3个阶段；中国文旅企业“走出去”的动因包括政策导向性动因和市场导向性动因，面临内生性困境和外源性困境；不同阶段下中国文旅企业“走出去”的战略选择会根据动因和困境的变化进行动态调整，需通过具体的战略环境分析作出适宜的战略选择。据此，中国文旅企业在“走出去”初探期宜采用集中化战略，成长期宜采用一体化战略，成熟期宜采用平台化或多元化战略。

Under "the Belt and Road" initiative, Chinese cultural and tourism enterprises "going global" is not only an objective need to meet international competition, but also a strategic requirement to give full play to their competitive advantages and achieve coordinated development with countries alongside "the Belt and Road". This paper adopts a longitudinal multi-case study method, selecting four typical Chinese cultural and tourism enterprises, and deeply analyzing the strategic environment of case enterprises "going global" in different stages from two perspectives of motivation and dilemma, as well as the strategic choices made based on this. The research results indicate that the process of Chinese cultural and tourism enterprises "going global" can be divided into three stages: the initial stage, the growing stage, and the mature stage. There are policy oriented and market oriented motivations for Chinese cultural and tourism enterprises to go global, facing both endogenous and exogenous dilemma. At different stages, the strategic choice of Chinese cultural tourism enterprises "going global" will change dynamically according to the difference of motivation and predicament, and it is necessary to make appropriate strategic choice through specific strategic analysis. In the future, Chinese cultural tourism enterprises should adopt centralization strategy in the initial stage, integration strategy in the growth stage, and platform or diversification strategy in the mature stage.