中國文化走出去的三個策略【外文翻譯】-免費(fèi)閱讀
【正文】 上個世紀(jì)五十年代，毛澤東主席曾經(jīng)說過：中國應(yīng)當(dāng)對于人類有較大的貢獻(xiàn)。因?yàn)橹挥惺袌鲋黧w，才最了解市場的需求，才能洞悉市場瞬息的變化，以最直接最有效率的形式，通過把握這些需求和變化贏得市場。我認(rèn)為，渠道策略可以從兩個方面入手，一是抓住營銷制高點(diǎn)，二是營銷陣地前移。第二，渠道策略。所以品牌策略要選擇合適的切入點(diǎn)，即在主題選擇、內(nèi)容創(chuàng)意、產(chǎn)品形式等方面都要兼顧本土化與國際化，在民族性與國際標(biāo)準(zhǔn)之間保持張力，生產(chǎn)出既有民族特色又能與國際接軌的文化產(chǎn)品。中國文化產(chǎn)品的出口，還是一個十分薄弱的環(huán)節(jié)。Li Changchun, member of the Standing Committee of the Political Bureau of the CPC Central Committee, said the key to export of Chinese culture is products and enterprises, which are the main bodies of market. This is an important conclusion on intensive research on international cultural trade rules. For example, the influence of American culture over the world was achieved with bodies such as Time Warner, Hollywood, Broadway, Disney and such giant group panies. The market main bodies know the market’s needs the best, and can see through the fast changing environment. They win the market share by acquiring all the information with the most direct and efficient way. The export of Chinese culture should be mainly through trade, and only with trade. This way, the market’s main bodies can function to their utmost.Although globalization is speeding up, each country’s culture remains unique, so it’s normal to have cultural barrier when doing cultural trade. So for a branding strategy it’s important to balance localization and internationalization for themes, content and creativity, product form and so on. This is to keep the right tone between individualism and international standard and to produce products with both Chinese characteristics and international styles. We would like to share our concept of “Chinese elements, international production。 200707 作 者： Zhang Yu 原 文：Strategies for Chinese Culture OutgoingWith the trend of economic globalization, cultural economy as a fresh economic form is playing an increasingly important role in the world economic arena. As a key ponent of international trade, cultural business has bee a key sector with strong petition. As the American scholar Wolf said, “Culture, Entertainment—instead of those more realistic car making, steel industry or financial services—are quickly being the new driving wheel of global economic development.”China’s cult
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