Research On The Brand Construction Of Chinese Film For External Communication

Strengthening national soft power and capabilities for international communication has become an urgent and critical issue in this new era."Soft power" is closely intertwined with "culture," and the Chinese film industry,being at the heart of the country’s cultural sector,plays a pivotal role in building a culturally strong nation.Despite China’s notable accomplishments in the economic realm,the scale and influence of its film industry remain discordant with its economic prowess.In today’s complex and ever-changing international landscape,establishing a brand strategy is a potent method for cultural production and dissemination.Thus,how to effectively utilize brand strategies in China’s film industry for international outreach is an innovative topic of the era and the central focus of this study.The strategic core of building a Chinese film brand necessitates a comprehensive examination of existing challenges and current brand issues from both macro and micro perspectives,and from both subjective and objective standpoints.Based on this,in alignment with brand development advantages,we should design relevant strategic solutions and clarify the direction of advancement.Firstly,the external construction of the Chinese film brand should be viewed as a systematic project,encompassing both the "self-shaping" of the Chinese film brand’s international image and the external perception or "other-shaping." For the "self-shaping" aspect,this study integrates the brand life cycle theory and film brand type theory,exploring the historical context of Chinese film brand’s international communication and its influential factors.Moreover,it assesses the current states of various brand types in China’s film international outreach.It suggests that Chinese film brands have gone through phases of incubation,emergence,growth,and expansion,with their historical trajectories being influenced by political,commercial,and cultural dimensions.Different types of brands in the new era show varied development potentials.Secondly,the "other-shaping" of the Chinese film brand reflects the brand image perception from outsiders’ viewpoints.For this part,this research discusses from the perspectives of mainstream foreign media and the general public.Applying agenda-setting theory and discourse analysis,empirical studies of reports from the "New York Times" and reviews on "Rotten Tomatoes" are conducted.The findings indicate that international media has long provided brand knowledge about Chinese martial arts films,art films,directors,and action stars,depicting the political,innovative,and globalized attributes of the Chinese film brand.While foreign audiences generally hold positive views on Chinese film directors and actors,they are more critical of the storyline and often associate Chinese films with political issues and negative societal phenomena.Overall,the external image of the Chinese film brand encompasses functional images with singular values,subsidiary images linked to politics,a potential threat as competitive images,and an oriental aesthetic image with narrative shortcomings.Given the overseas image evaluation,there’s a need for profound introspection and brand strategy adjustments within the Chinese film sector.This research,stemming from brand construction theory,pinpoints real-life issues in the external construction of the Chinese film brand,including ambiguities in core brand design,weak brand elements,limited external communication modes,and imbalances in the industry chain structure.Concurrently,using the SWOT analysis method,it elucidates the existential conditions of the Chinese film brand’s international communication under the macro environment,aiming to provide a holistic brand ecosystem blueprint.In conclusion,in light of various challenges in Chinese film’s international brand construction,this study devises corresponding strategies and plans to address them.It emphasizes that the brand-building for Chinese films internationally must be optimized in four critical dimensions: clear brand positioning,unique brand content,robust brand communication capabilities,and effective brand extension strategies.Leveraging hierarchical analysis,the study proposes a "two-stage" regional positioning strategy: initially focusing on the Asian market,especially Japan and Korea,to solidify its position,then branching out to the North American market.Moreover,Chinese cultural traditions should serve as the cornerstone for the film brand,guiding its development and meeting the key requirements of brand cultural positioning in the new era.The research also posits that,in brand content strategy,emphasis should be placed on innovative expressions in storylines,values,genres,and narratives.In branding and promotional strategies,there should be collaboration across various promotional entities,adjusting promotional content,and harnessing new media platforms for integrated brand marketing.In brand extension strategies,it’s vital to grasp the dual properties of post-products and explore both physical and digital spaces.Through exploring brand strategies,this research offers valuable insights for the international outreach of Chinese films.The aim of this study is to activate and enlighten brand strategies,probing pathways for Chinese films’ international communication.By introducing empirical data since joining the "WTO" and employing various research methods,it offers a comprehensive analysis of both internal and external brand perceptions,laying foundational evidence for the brand construction of Chinese films internationally in the new era.However,brand building is a lengthy and ongoing process,the stable development of which relies on a robust support system and the involvement of professional talent.To achieve continuous brand innovation,it is vital not only to value the brand’s historical legacy but also to actively explore potential growth opportunities for the brand.In the face of the emerging trend of co-productions in the Chinese film industry,we should allocate resources judiciously,ensuring they are fully tapped and utilized,thereby safeguarding the brand’s health and sustained growth.