基于文化创意产业的中国文化形象国际传播策略分析

Analysis of International Dissemination Strategies of China's Cultural Image based on Cultural Creative Industry

作为一种构建和传播国家文化形象的手段,文化创意产业自诞生伊始,就是构建全新国家形象、刺激国家经济升级的重要力量。当前,世界与中国的发展都站在新的历史起点上。这为中国文化形象的国际传播提出了新任务。针对现实需求,中国文化形象的国际传播需要探索新的传播策略。以SWOT态势分析法,对中国文化创意产业的优势(Strength)、劣势(Weakness)、机遇(Opportunities)和挑战(Threats)进行量化分析,中国文化创意产业服务中国文化形象国际传播应采取如下策略:培养高端产业人才,提升核心竞争力,增强国家文化软实力;提高文化资源利用率,打造国际知名品牌,增强民族认同感和自豪感;完善知识产权保护体系,推动国际交流合作,塑造和传播良好的中国形象。

Nowadays,the development of the world and China came into a new historical starting point,which poses a challenge to the international dissemination of China's cultural image and calls for exploration of new communication strategies to meet the realistic demand.This paper analyzes the characteristic and potential of cultural creative industry in telling Chinese story well by introducing technology transfer.On this basis,this paper quantitatively analyzes the strength,weakness,opportunities and threats(the SWOT analysis method)of China's cultural creative industry and proposes that cultural creative industry should serve the international dissemination of China’s cultural image.