粉丝营销视角下网络文学海外传播策略研究--以《诡秘之主》为例

The Research on Overseas Communication Strategy of Network Literature from the Perspective of Fans Marketing:Taking Lord of the Mysteries as an Example

中国网络文学作为展示新时代形象的内容载体,在海外传播中国文化、塑造中国形象方面发挥着日益重要的作用。基于粉丝营销理论,以《诡秘之主》为成功案例,从内容、形式和传播三个维度来分析中国网络文学在海外的传播策略,为后续中国网络文学海外传播研究提供新的思路。

As the content carrier of displaying the image of the new era, Chinese network literature plays an increasingly important role in spreading Chinese culture overseas and shaping the image of China.Based on the fan marketing theory, taking Lord of the Mysteries as a successful case, this paper analyzes the overseas communication strategy of Chinese online literature from the three dimensions of content, form and communication, and provides new ideas for the follow-up research of overseas communication of Chinese network literature.