中国游戏出海提升国际传播效能的策略研究  

作　　者：文春英[1] 蒋多[2] 隋欣[3] 唐惠润 祝力新 郑梅[1] 孔倩[1] 郑柳依 

机构地区：[1]中国传媒大学外国语言文化学院 [2]中国传媒大学文化产业管理学院 [3]中国传媒大学亚洲传媒研究中心 [4]中国传媒大学外国语言文化学院亚非语系

出　　处：《北京文化创意》2024年第4期76-84,共9页Beijing Culture Creativity

基　　金：2022年度北京市游戏理论研究中心研究课题之中国游戏产品的国际传播效能国别比较研究。

摘　　要：近年来,我国游戏出海保持高速增长趋势,全球市场占有率逐步提升,以《原神》为代表的国产游戏在多个海外市场占据优势竞争地位。从美国、日本、韩国等中国游戏出海的主要市场来看,中国游戏产品在不同国别的国际传播中各具特征。而中国游戏国际传播的问题与挑战包括:产品工业化水平不高;游戏类型单一,缺乏精品大作;对游戏产品国际传播的理解狭隘;游戏出海本土化程度不够四个方面。因此,提升中国游戏产品的国际传播效能,需要从以下四方面发力:多方联合,提高中国游戏工业化水平;丰富产品类型,孵化精品大作;拓展游戏产品国际传播认知,由“载体范式”走向“主体范式”;关注出海对象国的差异性,提升中国游戏本土化能力与水平。Recent years have witnessed the rapid growth of Chinese video games in overseas markets,and their gradual expansion in global market share.Chinese video games represented by Genshin Impact have gained competitive edges in many overseas markets.An investigation of the major overseas markets for Chinese games,such as the US,Japan and South Korea shows that the international communication of Chinese game products in different countries has its distinct characteristics.The problems and challenges facing Chinese game products in international communication include:not high industrialization level of products,a lack of diversified gaming products and high-quality ones,a narrow understanding of international communication of gaming products,and inadequate localization of games going overseas.To promote the international communication efficiency of Chinese game products,efforts should be made in the following aspects:to unite various parties to enhance the industrialization level of Chinese games;diversify gaming products and produce high-quality ones;expand the understanding of international communication of gaming products from a"carrier paradigm"to a"subject paradigm";upgrade localization based on the differences in target markets.

关 键 词：国产游戏 国际传播效能 国别比较 对策建议 

分 类 号：F42[经济管理—产业经济]