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在線閱讀 --哲學社會科學版 2021年3期《中國電影傳播的產品差異化戰略與對策》
中國電影傳播的產品差異化戰略與對策--[在線閱讀]
許在元
華東理工大學 商學院, 上海 200237
起止頁碼: 148--156頁
DOI:
摘要
面對越來越復雜的國際形勢,中國電影產品在制作和傳播方面需要制定統一有效的戰略機制。在對國外觀眾觀看中國電影的相關問卷調查數據分析的基礎上,通過公因子分析法來剖判中國電影文化傳播的優勢及劣勢,并結合中國電影對外傳播的實際情況,可以得知中國電影產品具有文化資源、類型化、系列化和文化創新這四大潛在優勢。這些潛在優勢可以作為中國電影國際傳播過程中實施差異化戰略的主要依據,進而以此為基礎提出針對性發展策略。我們通過發掘豐富深厚的中國文化資源,可以提升中國電影人才優勢,推動中國電影系列片的創造,消除中國文化電影傳播過程的語言障礙和文化障礙等方式,使中國文化的電影傳播在國際競爭中不斷創造優勢,獲得最大的傳播效益。

Product Differentiation Strategies and Approaches in Chinese Film Communication
XU Zaiyuan
School of Business, East China University of Science and Technology, Shanghai 200237, China
Abstract:
Facing the increasingly complex international situation, a unified strategy is needed for the production and dissemination of Chinese film products. Based on the analysis of a foreign audiences' questionnaire survey on watching Chinese movies, this paper identifies the advantages and disadvantages and determines the development directions of Chinese film culture communication through the common factor analysis method. It is found that the Chinese film products have four potential advantages:cultural resources, genre film, serialization and cultural innovation, which should be the main directions of the differentiation strategies. In addition, a number of highly targeted development strategies should be taken to make the film communication of Chinese culture constantly explore its potential, make up for its shortcomings, create advantages and achieve maximum communication effect in the international competition under the action of source power and internal and external driving forces.

收稿日期: 2020-12-12
基金項目: 國家社會科學基金重大招標項目“提升我國文化產品國際競爭力的路徑與策略研究”(項目編號:12&ZD027)

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