中国微短剧海外传播的生态竞争优势与进化策略  

Overseas Dissemination of Chinese Micro-drama: Ecological Competitive Advantages and Evolution Strategy

作　　者：严怡宁[1,2] Yan Yining

机构地区：[1]上海外国语大学新闻传播学院,上海200081 [2]上海外国语大学中国国际舆情研究中心,上海200081

出　　处：《中州学刊》2025年第1期167-175,共9页Academic Journal of Zhongzhou

基　　金：教育部哲学社会科学研究重大课题攻关项目“中国式现代化的国际传播路径研究”(23JZD033);中央高校基本科研业务费资助项目“面向Z世代的中国式现代化国际传播”(23ZD012)。

摘　　要：作为一种新兴网络文艺形式,微短剧具有制作成本低、内容轻量化、传播分众化等特点。凭借其独特形式,微短剧强势攻入海外市场,成功跨越地域与文化界限,成为一种能够在国际市场中自由流通的媒介产品。从生态系统角度入手分析中国微短剧的海外传播态势可见,微短剧的海外竞争优势来源于人性化进化逻辑、出海网文提供的海外传播生态资源、横竖屏互补构建的生态群落优势以及海外社交媒体连接用户构筑活跃受众生态等几个方面。但微短剧海外生态的发展仍面临挑战,需从强化内容供给、夯实微短剧国际传播生态位竞争力,以平台生态系统思维推动内容共创、实现内容的商业增值,数智技术赋能微短剧国际传播生态进化三方面优化竞争策略。As an emerging form of online cultural product,micro-drama is characterized by low production cost,lightweight content,and niche dissemination.By virtue of its unique form,micro-drama has entered the overseas market and successfully crossed geographical and cultural boundaries,becoming a media product that can circulate freely in the international market.Based on the analysis of the overseas communication situation of Chinese micro-dramas from ecological perspective,it is shown that the competitive advantages of Chinese micro-dramas come from the logic of humanistic evolution,the ecological resources provided by globalized Chinese online literature,the ecological community advantages constructed by horizontal and vertical screens,and the ecological advantages of connecting users with overseas social media platforms to construct an active audience ecology,etc.However,the development of the overseas ecology of micro-dramas still faces challenges,and it is necessary to optimize the competition strategy in three aspects,such as strengthening the supply of content,promoting the co-creation of content to achieve the added commercial value with the model of platform ecosystem,and empowering the digital intelligence technology.

关 键 词：微短剧 海外传播 生态竞争优势 进化策略 

分 类 号：G206[文化科学—传播学]