“一带一路”倡议下基于SWOT分析的巴蜀茶馆文化海外传播策略研究  

Research on the Overseas Dissemination of Bashu Teahouse Culture Based on SWOT Analysis under the"Belt and Road"Initiative

作　　者：李春兰 乔丽丽 Chunlan Li;Lili Qiao(Geely University of China,Chengdu Sichuan,641423)

机构地区：[1]吉利学院,四川成都641423

出　　处：《亚洲学术论坛》2024年第2期1-10,共10页

基　　金：2023年度巴蜀文化国际传播研究中心科研项目:基于SWOT分析的巴蜀茶馆文化海外传播研究(2023YB10)。

摘　　要：巴蜀茶馆文化是中国茶文化的绚烂体现,也是中国传统文化的重要组成部分,具有深厚的历史底蕴和丰富的文化内涵。在“中华文化走出去”的时代大背景与“一带一路”倡议的持续推进下,巴蜀茶馆文化的海外传播尤为重要。然而,全球化产生的影响复杂而多样,导致巴蜀茶馆文化的海外传播既存在诸多内在优劣势,又面临一定的外部挑战与机遇。本文通过SWOT分析法,对巴蜀茶馆文化的优势、劣势、机遇和挑战进行深入研究,并结合受众理论,指出巴蜀茶馆文化在对外传播的过程中,要充分发挥自身优势,抓住机遇,直面挑战。数字赋能,促多元传播;纳茶馆文化于城市整体建设,打造巴蜀线上线下特色生态;知识赋力,传统赋情,与时俱进稳受众;“特立独行”而又积极探索国际化表达方式,助力巴蜀茶馆文化走出国门,走向世界,也为中国优秀文化的海外传播与交流做出一份贡献。Bashu teahouse culture is a splendid manifestation of Chinese tea culture and an integral part of traditional Chinese culture,boasting profound historical roots and rich cultural connotations.Amidst the backdrop of Chinas"Going Global"strategy and the continuous advancement of the"Belt and Road"initiative,the international dissemination of Bashu teahouse culture is particularly crucial.However,the impact of globalization is complex and diverse,resulting in both inherent strengths and weaknesses,as well as external opportunities and challenges for the overseas spread of Bashu teahouse culture.With the SWOT analysis framework,this paper delves into the strengths,weaknesses,opportunities,and challenges of Bashu teahouse culture.By integrating audience theory,it further emphasizes that in the process of overseas communication,Bashu teahouse culture should leverage its inherent strengths,seize opportunities,and confront challenges head-on.To this end,the following overseas dissemination strategies are proposed:Digital empowerment for facilitating diversified communication;The integration of teahouse culture into urban development to create a unique Bashu online and offline ecosystem;Empowering with knowledge,imbuing with tradition,and keeping pace with the times to stabilize audiences;Actively exploring internationalized expressions while maintaining its uniqueness to facilitate Bashu teahouse cultures journey into the world,thus contributing to the international dissemination and exchange of Chinas rich cultural heritage.

关 键 词：“一带一路”倡议 SWOT分析 受众理论 巴蜀茶馆文化 海外传播策略 

分 类 号：TS9[轻工技术与工程]