1、内蒙古工业大学本科毕业设计外文文献翻译 1 （ 二一二 年 六 月 本科毕业设计外文文献翻译 学校代码： 10128 学 号： 200810205004 题 目： 网 上 车 票 查 询 预 订 系 统 的 设计与实现 学生姓名 ：朱见涛 学 院 ： 信 息 工 程 学 院 系 别： 计算机系 专 业： 软件工程 班 级： 软 件 08- 1 指导教师 ：赵永红 讲师 内蒙古工业大学本科毕业设计外文文献翻译 1 本科毕业论文外文翻译 外文题目： Strategies for Chinese Culture Outgoing 出 处： J； International trade issues
2、； 2007-07 作 者： Zhang Yu 原 文： Strategies for Chinese Culture Outgoing With the trend of economic globalization, cultural economy as a fresh economic form is playing an increasingly important role in the world economic arena. As a key component of international trade, cultural business has become a ke
3、y sector with strong competition. As the American scholar Wolf said, “Culture, Entertainmentinstead of those more realistic car making, steel industry or financial servicesare quickly becoming the new driving wheel of global economic development.” Chinas trade is listed among the worlds top three an
4、d its cultural trade has greatly increased. 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 opportunity for Chinas cultural companies. Its importa
5、nt to choose the right strategies to win opportunities. 1 Branding strategy The adverse of exportation of cultural products reflects not only the number of products, but also the number of high-end branded products. Developed countries are penetrating China by using branded products. Chinas culture
6、trade should also focus on using branded products in the marketplace. Recognizable Chinese brands must be developed to widen the influence of Chinese culture. Although globalization is speeding up, each countrys culture remains unique, so its normal to have cultural barrier when doing cultural trade
7、. So for a branding strategy its important to balance localization and internationalization for themes, content and creativity, product form and so on. This is to keep the right tone between individualism and international standard and to produce products with both Chinese characteristics and intern
8、ational styles. We would like to share our concept of “Chinese elements, international production； Chinese stories, international expression”, which was formed after we 内蒙古工业大学本科毕业设计外文文献翻译 2 successfully produced the famous production “ERA-Intersection of Time”. I firmly believe by holding this conc
9、ept its helpful to produce more universal value and internationally popular cultural products. Branding 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,
10、which needs a good 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 Chinas overall economic and social development, and the countrys reform and opening up. Its the responsibi
11、lity of companies to continuously introduce competitive branded products. In recent years, China Arts and Entertainment Group released its hero trilogy called “Shaolin Warriors”, “Chi” and “Heroes”, and branded products like “Dralion” and “ERA-Intersection of Time” to international markets and recei
12、ved positive feedback. These have primarily built a good branding image of Chinese cultural products. Based on market analysis and a survey, we composed the groups new five-year development plan. Its goal is to produce around ten branded international performing productions. 2 Channel Strategy. Sale
13、s channels are very important in the whole trading picture. Without channels, no matter how 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 r
14、ecent years, 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 products, the Korean government set up a project involving “frontier stations” in targeted counties, with off
15、ices in Beijing, Tokyo and other cites. These offices are doing market research, development and promotion to establish good sales channels. The sales channels in nowadays are not only functioning of distributing products, but also triggering consumption and creating new market needs. To establish s
16、ales channels for Chinese cultural products has become an urgent task facing each of us in the industry. Chinas cultural trade is restricted by limited productions, a low market rate, insufficient overseas marketing input and the absence of overseas sales channels and offices. Chinas cultural trade needs to have its own sales channels. I believe we can do the job from two
