Cross-Cultural Communication and Marketing Strategy of Korean Dramas in Chinese Market -- Taking My Love from the Star and Descendants of the Sun As Examples

Abstract

Korean dramas have been popular in China for more than 20 years. However, over the past few years, it is found that although domestic dramas are generally dominant in the market in China due to political factors, Korean dramas are still highly competitive. This paper mainly studies the cross-cultural communication and marketing strategies of Korean dramas in the Chinese market, with the purpose of guiding the international communication and marketing techniques of Chinese dramas in future attempts. The paper uses the methods of literary analysis, case analysis, 4P marketing strategy analysis, and data analysis to find out the advantages of a series of Korean dramas for reference through the research and summary of previous papers. The paper concludes that Korean dramas have unique superiority in cross-cultural communication and marketing strategies.