中國(guó)文化走出去的三個(gè)策略外文翻譯

1、<p><b>　?。?lt;/b></p><p><b>　　二〇一二年 六 月</b></p><p>　　本科畢業(yè)論文外文翻譯</p><p>　　外文題目： Strategies for Chinese Culture Outgoing </p>&

2、lt;p>　　出 處： [J]; International trade issues ; 2007-07 </p><p>　　作 者： Zhang Yu </p><p><b>　　原 文：</b></p><p

3、>　　Strategies for Chinese Culture Outgoing</p><p>　　With the trend of economic globalization, cultural economy as a fresh economic form is playing an increasingly important role in the world economic aren

4、a. As a key component of international trade, cultural business has become a key sector with strong competition. As the American scholar Wolf said, “Culture, Entertainment—instead of those more realistic car making, stee

5、l industry or financial services—are quickly becoming the new driving wheel of global economic development.” </p><p>　　China’s trade is listed among the world’s top three and its cultural trade has greatly i

6、ncreased. However, its increase in culture exports is lagging behind the trade category of other countries. The exportation of Chinese cultural products is still very weak, which presents both a challenge and an opportun

7、ity for China’s cultural companies. It’s important to choose the right strategies to win opportunities.</p><p>　　1．Branding strategy </p><p>　　The adverse of exportation of cultural products ref

8、lects not only the number of products, but also the number of high-end branded products. Developed countries are penetrating China by using branded products. China’s culture trade should also focus on using branded produ

9、cts in the marketplace. Recognizable Chinese brands must be developed to widen the influence of Chinese culture. </p><p>　　Although globalization is speeding up, each country’s culture remains unique, so it’

10、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

11、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 “C</p><p>　　B

12、randing extends and enriches product values. For Chinese culture, we must produce a certain amount of branded products that are designed to gain international popularity. This is a comprehensive project, which needs a go

13、od understanding and confidence in Chinese culture. It also requires a humble heart to learn and integrate international cultures. The project is also in close relationship with China’s overall economic and social develo

14、pment, and the country’s reform and opening up. It’s the re</p><p>　　2．Channel Strategy. </p><p>　　Sales channels are very important in the whole trading picture. Without channels, no matter how

15、 good the product is, it cannot be reached by customers. Developed countries have built a mature international sales system during long-term international cultural trade. They also have a market monopoly. In recent years

16、, some Asian countries have begun to explore strategies for international promotion and marketing, and have achieved good results. For example, in order to promote Korean cultural produ</p><p>　　China’s cult

17、ural trade is restricted by limited productions, a low market rate, insufficient overseas marketing input and the absence of overseas sales channels and offices. China’s cultural trade needs to have its own sales channel

18、s. I believe we can do the job from two aspects. Firstly, by getting hold of the high-end sales channels. Secondly, by moving the sales team forward. To get a foothold in the so-called high-end sales channels, would secu

19、re the mainstream customers and high-end platfor</p><p>　　3. the strategy of main bodies </p><p>　　Li Changchun, member of the Standing Committee of the Political Bureau of the CPC Central Commi

20、ttee, 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,

21、the influence of American culture over the world was achieved with bodies such as Time Warner, Hollywood, Broadway, Disney and such giant group companies. The market main bodies know th</p><p>　　In the initi

22、al phase of developing China’s culture trade, we have to strengthen the main bodies. The government will play a very important role in this initial phase. Government must help grow pioneer enterprises, providing special

23、policies and services and helping them strengthen. On the other hand, the functioning of government cannot fully replace the functioning of main bodies. The main bodies must win international markets through their cultiv

24、ated market sense and their market independence.</p><p>　　China Arts and Entertainment Group is the first large-scale, state owned external cultural enterprise. It has the strategy of “becoming a large scale

25、, multinational culture group equipped with international market competition force, and a strategic investor to culture industry”. It is also exploring new ways of brand building, incorporating creativity and capital ope

26、ration. For overseas performances, they attract a worldwide annual audience of 10 million to get to know and understand Chinese cul</p><p>　　I believe, if we can build up our brands, securing our channels an

27、d strengthen the main bodies, we can win more market share in international culture trade and promote Chinese culture widely around the globe. This will also enhance China’s image by increasing the country’s cultural “so

28、ft power”. In 1950s, Chairman Mao Zedong once said that China should have a great contribution to mankind. This contribution is not limited to tangible products, but also intangible products, like cultural products</p

29、><p>　　本科畢業(yè)論文外文文獻(xiàn)翻譯</p><p>　　外文題目： Strategies for Chinese Culture Outgoing</p><p>　　出 處： [J]; International trade issues ; 2007-07</p><p>　　作 者： Zhang Yu<

30、;/p><p><b>　　譯 文：</b></p><p>　　中國(guó)文化走出去的三個(gè)策略</p><p>　　隨著經(jīng)濟(jì)全球化趨勢(shì)的深入發(fā)展，文化經(jīng)濟(jì)作為一種新興的經(jīng)濟(jì)形態(tài)，在世界經(jīng)濟(jì)格局中正發(fā)揮著越來越重要的作用；而作為國(guó)際貿(mào)易的一個(gè)重要組成部分，國(guó)際文化貿(mào)易已成為當(dāng)今全球貿(mào)易競(jìng)爭(zhēng)的重點(diǎn)領(lǐng)域之一。正如美國(guó)學(xué)者沃爾夫所言，“文化、娛樂——而不是

31、那些看上去更實(shí)在的汽車制造、鋼鐵、金融服務(wù)業(yè)——正在迅速成為新的全球經(jīng)濟(jì)增長(zhǎng)的驅(qū)動(dòng)輪?！?lt;/p><p>　　中國(guó)雖然早已躋身世界貿(mào)易三強(qiáng)，而且對(duì)外文化貿(mào)易也有了較大幅度增長(zhǎng)，但從總體上看，對(duì)外文化貿(mào)易仍遠(yuǎn)遠(yuǎn)落后于國(guó)家對(duì)外貿(mào)易的總體增幅。中國(guó)文化產(chǎn)品的出口，還是一個(gè)十分薄弱的環(huán)節(jié)。如何改變當(dāng)前這種形勢(shì)，實(shí)現(xiàn)國(guó)際文化貿(mào)易的平衡發(fā)展，這對(duì)中國(guó)的文化企業(yè)而言，既是挑戰(zhàn)也是機(jī)遇，更是時(shí)代所賦予的歷史使命。要戰(zhàn)勝挑戰(zhàn)、贏得

32、機(jī)遇，就要講究策略選擇，在此我談一下中國(guó)文化走出去的三個(gè)策略問題。</p><p><b>　　第一，品牌策略。</b></p><p>　　中外文化貿(mào)易的逆差，不僅表現(xiàn)在進(jìn)出口產(chǎn)品數(shù)量上，更表現(xiàn)在高端品牌產(chǎn)品的數(shù)量。發(fā)達(dá)國(guó)家在文化貿(mào)易過程中對(duì)中國(guó)的影響是通過品牌產(chǎn)品實(shí)現(xiàn)的，所以中國(guó)文化貿(mào)易要聚焦到品牌產(chǎn)品上。塑造中國(guó)為世界所認(rèn)可的品牌文化產(chǎn)品，這對(duì)于擴(kuò)大中國(guó)文化的影

33、響力，提升中國(guó)的軟實(shí)力，實(shí)現(xiàn)國(guó)際間文化貿(mào)易的平衡發(fā)展，意義重大。</p><p>　　盡管目前全球化趨勢(shì)日益加劇，但各國(guó)文化仍有著相對(duì)的獨(dú)立性和差異性，因此各國(guó)文化產(chǎn)品在國(guó)際文化貿(mào)易過程中會(huì)遇到跨文化傳播障礙。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(guó)際化，在民族性與國(guó)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(guó)際接軌的文化產(chǎn)品。我們?cè)诔晒χ谱鳌稌r(shí)空之旅》這一品牌項(xiàng)

34、目中形成的“中國(guó)元素，國(guó)際制作；中國(guó)故事，國(guó)際表述”理念，愿意來和朋友們分享。我相信，堅(jiān)持這一理念，對(duì)于創(chuàng)造出更多具普世價(jià)值同時(shí)能夠贏得國(guó)際市場(chǎng)的文化產(chǎn)品將是有助益的。</p><p>　　品牌是對(duì)產(chǎn)品價(jià)值的擴(kuò)大和延伸，中國(guó)文化走出去必須打造一定數(shù)量和規(guī)模的品牌產(chǎn)品，使其在國(guó)際市場(chǎng)站穩(wěn)腳跟深入人心。這是一項(xiàng)綜合的系統(tǒng)工程，既需要有對(duì)本民族文化的深入了解與自信，又需要有對(duì)整個(gè)世界多元文化虛懷若谷的學(xué)習(xí)與借鑒，同時(shí)也

35、與我國(guó)整體經(jīng)濟(jì)社會(huì)發(fā)展和改革開放的水平緊密相連。我們作為企業(yè)的責(zé)任是不斷推出具有市場(chǎng)競(jìng)爭(zhēng)力的品牌產(chǎn)品。近年來，我集團(tuán)公司推出《少林雄風(fēng)》、《太極時(shí)空》、《英雄天地間》的英雄三部曲以及《龍獅》、《時(shí)空之旅》等面向國(guó)際市場(chǎng)的產(chǎn)品收到明顯成效，初步在國(guó)際市場(chǎng)樹立了中國(guó)文化產(chǎn)品的良好品牌形象。根據(jù)市場(chǎng)分析和調(diào)查，我們?cè)诩瘓F(tuán)公司新的五年發(fā)展綱要中計(jì)劃推出十臺(tái)左右的品牌國(guó)際演出劇目。</p><p><b>　　第

36、二，渠道策略。</b></p><p>　　渠道是整個(gè)貿(mào)易體系中十分重要的一環(huán)，沒有渠道，再好的產(chǎn)品也無法通達(dá)消費(fèi)者的面前。發(fā)達(dá)國(guó)家文化產(chǎn)業(yè)在長(zhǎng)期的國(guó)際文化貿(mào)易過程中，已建立了相當(dāng)成熟的國(guó)際營(yíng)銷體系，逐漸形成了在文化貿(mào)易中實(shí)際上的全球壟斷地位。近年來，一些亞洲國(guó)家也開始探索國(guó)際市場(chǎng)的推廣和營(yíng)銷策略，并取得了突出成績(jī)。比如韓國(guó)政府為了更好地推廣韓國(guó)文化產(chǎn)品，在文化出口戰(zhàn)略地區(qū)，如北京、東京等城市設(shè)立了辦

37、事處，建立“前沿?fù)?jù)點(diǎn)”，進(jìn)行專門的市場(chǎng)調(diào)研、開發(fā)和推廣，保證營(yíng)銷投放的精準(zhǔn)度。渠道在今天，既具有產(chǎn)品的傳輸功能，更起到拉動(dòng)消費(fèi)、創(chuàng)造市場(chǎng)、創(chuàng)造需求的作用。中國(guó)文化貿(mào)易的渠道問題已經(jīng)刻不容緩的擺到了我們每一位從業(yè)者的面前</p><p>　　中國(guó)文化產(chǎn)品過去一直是以產(chǎn)定銷，市場(chǎng)化程度低，海內(nèi)外營(yíng)銷投入都不足，基本沒有海外營(yíng)銷機(jī)構(gòu)和機(jī)制，這嚴(yán)重制約了中國(guó)文化貿(mào)易的發(fā)展。因此，中國(guó)文化貿(mào)易要有自己渠道策略。我認(rèn)為，渠道

38、策略可以從兩個(gè)方面入手，一是抓住營(yíng)銷制高點(diǎn)，二是營(yíng)銷陣地前移。所謂制高點(diǎn)，就是牢牢把握世界文化產(chǎn)品展示消費(fèi)的主流人群和高端平臺(tái)，通過這些制高點(diǎn)來推廣中國(guó)文化的品牌產(chǎn)品，而且要長(zhǎng)期鞏固下來，以持續(xù)長(zhǎng)久地傳播中國(guó)文化的影響力；同時(shí)在亞洲、美洲、歐洲等地區(qū)的重點(diǎn)城市建立海外營(yíng)銷機(jī)構(gòu)，把中國(guó)文化貿(mào)易的營(yíng)銷陣地前移，以更開放的心態(tài)，加大對(duì)外合作的力度，針對(duì)目標(biāo)市場(chǎng)進(jìn)行調(diào)研開發(fā)和產(chǎn)品推廣，建立中國(guó)文化貿(mào)易更加穩(wěn)定可靠的營(yíng)銷渠道。在中國(guó)文化貿(mào)易的海外

39、渠道建設(shè)方面，需要?jiǎng)?chuàng)新的思維和靈活的機(jī)制，在理念、資本、人才等方面都需要有新的探索。同時(shí)，作為國(guó)家政策層面，建議要考慮渠道的綜合效用，鼓勵(lì)打破行政系統(tǒng)、地方條塊的限制，以資本為紐帶，建立起寬廣、實(shí)用、有效、靈活的中國(guó)文化貿(mào)易海外渠道。</p><p><b>　　第三，主體策略。</b></p><p>　　中共中央政治局常委李長(zhǎng)春同志說中國(guó)文化走出去，關(guān)鍵是產(chǎn)品和企

40、業(yè)走出去，是市場(chǎng)主體走出去。這是深入研究國(guó)際文化貿(mào)易規(guī)律得出的重要結(jié)論。以美國(guó)為例，美國(guó)文化對(duì)世界各國(guó)的影響是靠市場(chǎng)的力量實(shí)現(xiàn)的，而且主要是通過市場(chǎng)主體實(shí)現(xiàn)的，如時(shí)代華納、好萊塢、百老匯、迪斯尼等大型企業(yè)集團(tuán)和企業(yè)集群。因?yàn)橹挥惺袌?chǎng)主體，才最了解市場(chǎng)的需求，才能洞悉市場(chǎng)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(chǎng)。中國(guó)文化走出去，也主要應(yīng)該以貿(mào)易的形式；也只有在貿(mào)易的形式中，市場(chǎng)主體的作用才能夠發(fā)揮得淋漓盡致。&l

41、t;/p><p>　　在我國(guó)發(fā)展對(duì)外文化貿(mào)易初級(jí)階段，要強(qiáng)化主體，政府的推動(dòng)力在初期打開局面上很重要，所以政府有必要集中優(yōu)勢(shì)力量，選擇優(yōu)勢(shì)企業(yè)與行業(yè)龍頭予以重點(diǎn)扶持，提供個(gè)性化政策與服務(wù)，幫助其做強(qiáng)做大，成為中國(guó)文化貿(mào)易的主體力量。另一方面，政府的作為不能完全取代主體的作為。主體要積極參與國(guó)際文化貿(mào)易市場(chǎng)的競(jìng)爭(zhēng)，真正地走入國(guó)際市場(chǎng)，才能培養(yǎng)起來市場(chǎng)敏感和獨(dú)立主體地位，通過市場(chǎng)，贏得競(jìng)爭(zhēng)。</p><

42、;p>　　中國(guó)對(duì)外文化集團(tuán)公司作為國(guó)務(wù)院批準(zhǔn)成立的第一家大型國(guó)有對(duì)外文化集團(tuán)企業(yè)，以“具有國(guó)際市場(chǎng)競(jìng)爭(zhēng)力的大型跨國(guó)文化企業(yè)集團(tuán)和文化產(chǎn)業(yè)領(lǐng)域的戰(zhàn)略投資者”為戰(zhàn)略目標(biāo)，通過改革，走出了一條品牌塑造、集成創(chuàng)新、資本運(yùn)作的新路，僅海外演出一項(xiàng)，每年就贏得1000萬人次左右的各國(guó)觀眾來了解和親近中國(guó)文化。我們希望與海內(nèi)外的同行和朋友們進(jìn)一步加強(qiáng)各做。</p><p>　　我相信，如果在中國(guó)文化走出去方面能夠不斷借鑒