中国动漫的海外受众培养策略探索

发布时间：2018-04-10 23:01

本文选题：海外受众 + 受众研究　；参考：《中国广播电视学刊》2012年06期

【摘要】：正与动漫强国相比,我国原创动漫产业发展仍处在弱势地位,在竞争白热化的国际市场还需继续付出更多的努力。值得注意的是,根据"霍尔模式",文化产品的意义是由受众解码的,故而在动漫产业的实施"走出去"战略之前必须了解海外受众需求,明确目标市场定位,确保产品创作与营销适应海外受众的文化需求和兴趣,以获得文化传播与市场效益的双重胜利。时至今日,如何对我国动漫产业的海外受众进行培育以实现国产动漫大繁荣、大发展,提升我国文化软实力,是我们亟需探讨的问题。一、我国动漫的海外受众培育研究具有重要意义1.无论是从传播理论还是产业发展的角度,中国
[Abstract]:Is compared with the animation power, the development of China's animation industry is still in a weak position, intense competition in the international market also need to pay more efforts. It is worth noting that, according to the "Holzer model", the meaning of culture product is composed of decode, so in the implementation of "diffuse industry going out must understand the overseas audience demand strategy before the target market positioning, ensure product creation and marketing to overseas audience's cultural needs and interests, to win double cultural communication and market benefit. Today, how about China's animation industry overseas audience cultivation in order to achieve the prosperity of domestic animation, development, promotion and I China's cultural soft power, we need to discuss the problem. First, China's animation overseas audience cultivation research has important significance both from the theory and 1. communication industry development perspective, China

【作者单位】：浙江工商大学人文学院;
【分类号】：G124

【相似文献】