新冠肺炎疫情背景下中国文化典籍英译本传播策略研究--基于欧美地区线上问卷调查

Research on the Dissemination Strategies of English Versions of Chinese Cultural Classics Under the Background of COVID-19--Based on the Online Questionnaire Survey in Europe and America

通过线上问卷调查发现新冠肺炎疫情背景下欧美地区中国文化典籍英译本传播存在知名度和流行度较低、传播渠道和传播主体受限、宣传营销不到位等问题,由此提出以传播内容大众化为导向,推动受众群体多元化;打造数字阅读产品,助力典籍传播媒介多样化;官方渠道与民间力量互补,拓展传播渠道;创新出版营销模式,重视海外宣传等提升中国文化典籍英译本在欧美地区传播效果的策略。

The online questionnaire survey has found that the dissemination of English versions of Chinese cultural classic has low prevalence, limited subjects and poor publicity and marketing under the background of COVID-19 in Europe and America. Thus, this paper proposes that the dissemination content of English versions of Chinese cultural classic should be under the guidance of popularization, promote diversity of audiences;create digital reading products, help the diversification of classics media;complement official channels and private forces, expand dissemination channels;innovate publishing and marketing models, emphasis on overseas dissemination and so on, in order to enhance the dissemination effect of English versions of Chinese cultural classics in Europe and America.