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首页> 外文会议>International Conference on Information Management, Innovation Management and Industrial Engineering >Study on the overseas communication strategies of Chinese animation products under the background of cultural export — With building overseas Chinese animation library as an example
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Study on the overseas communication strategies of Chinese animation products under the background of cultural export — With building overseas Chinese animation library as an example

机译：文化出口背景下中国动漫产品的海外传播策略研究-以建立海外华人动画图书馆为例

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摘要

In recent years, strategy studies on how Chinese animation industry can enter the international market have increased gradually. But these studies mainly focus on conventional trade patterns of service trade, particularly many are about macro strategies, and few are involved in specific operation modes. With the consideration of the cultural features of anime products and under the analysis of public libraries' function on cultural transmission, this paper discusses the approach of using the construction of Chinese animation libraries in different overseas areas to implement marketing communication of Chinese animation images, to expand consumer groups, to gain audience information and to explore international market. Then, it presents specific strategic initiatives, hoping to provide some new ideas for the internationalization strategies of Chinese animation industry.
机译：近年来，关于中国动漫产业如何进入国际市场的策略研究逐渐增多。但是这些研究主要集中在服务贸易的传统贸易模式上，特别是有关宏观策略的研究，很少涉及特定的经营模式。考虑到动漫产品的文化特征，并在分析公共图书馆文化传播功能的基础上，探讨了利用海外不同地区的中国动画图书馆建设来实现中国动画形象营销传播的途径，以期实现动漫形象的营销传播。扩大消费群体，获取受众信息并开拓国际市场。然后，提出了具体的战略举措，希望为中国动漫产业的国际化战略提供一些新思路。

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