Study on the overseas communication strategies of Chinese animation products under the background of cultural export — With building overseas Chinese animation library as an example

Abstract

In recent years, strategy studies on how Chinese animation industry can enter the international market have increased gradually. But these studies mainly focus on conventional trade patterns of service trade, particularly many are about macro strategies, and few are involved in specific operation modes. With the consideration of the cultural features of anime products and under the analysis of public libraries' function on cultural transmission, this paper discusses the approach of using the construction of Chinese animation libraries in different overseas areas to implement marketing communication of Chinese animation images, to expand consumer groups, to gain audience information and to explore international market. Then, it presents specific strategic initiatives, hoping to provide some new ideas for the internationalization strategies of Chinese animation industry.