中国电视剧的出口策略研究——以文化距离理论为依据  

Research on the Export Strategy of Chinese TV Dramas Based on Cultural Distance Theory

作　　者：沈建军 SHEN Jianjun

机构地区：[1]上海杉达学院,上海201209

出　　处：《上海视觉》2024年第3期39-45,共7页Shanghai Vision

摘　　要：与文化产业发达的国家相比,中国电视剧出口长期处于贸易逆差状态,电视剧的海外影响力相对较弱,无论出口的数量还是质量都亟待提升。影响电视剧出口的原因有很多,其中文化距离是重要的因素之一。文章借助贸易引力模型,结合中国电视剧近年来出口的数据,就文化距离给不同贸易对象国带来的差别影响进行分析后发现:中国电视剧出口主要面向中华文化圈,“文化折扣”导致中国电视剧出口类型狭窄。为了推进中国电视剧出口,需要加快发展文化产业经济,深化电视剧产品供给侧改革;针对不同国家分类施策,挖掘电视剧产品出口潜力;消减文化距离,增强文化引力。Compared to the countries with developed cultural industries,China's exporta-tion of TV dramas has been in a trade deficit state,with relatively weak overseas influence.Both the quantity and quality of exported TV dramas should be improved.A lot of reasons attributed to trade deficit of TV dramas,among which,the cultural distance was one of the most important factors.By utilizing the trade gravity model and analyzing the export data of Chinese TV dramas in recent years,which aim to find out the different impact of cultural dis-tance on different trading partners,the study showed that Chinese TV dramas were mainly exported to the Chinese cultural sphere,the narrow range of export types attributed to the"cultural discount."In order to expand the exportation of Chinese TV dramas,it is necessary to accelerate the development of the cultural industry,deepen the supply-side reform of TV drama products,implement targeted strategies for different countries,tap the export poten-tial of TV drama products,reduce cultural distance,and enhance cultural attractiveness.

关 键 词：电视剧出口 文化距离 文化折扣 

分 类 号：G229.25[文化科学]