The Study Of "Brokers" In The International Communication Of Chinese Cultural Brand In China

With the acceleration of the process of globalization of economy and knowledge,the demand for cultural products and services is growing in the world.In order to promote Chinese culture to the world,it is bound to accelerate the culture' s trade and exchanges between Chinese and Western.Cultural brand is the main cultural products and services in China's overseas tradeas a cultural value concept and connotation of the physical and chemical carrier.Promoting cultural brand "going out" is an important part of the development of China's cultural industry at present.This work can not be separated from the guidance of government departments,but also can not be separated from the effectiveness of brokerage organizations and professionals in the brokerage industry.As a connecting link between the culture and the market,the bridge of world' s cultural exchanges and the promoter of national cultural industry development,"broker" has become the indispensable positive factor,the prospects for the development of the brokerage industry can be described as a bright future.At the same time,the role of"broker" also provides a new perspective for the research of cultural industry' s development in China,which causes the academic circles and the industry to think about.In this paper,the basic point of view is that:the international communication of Chinese cultural brand lacks the role of "broker".There are a series of external and internal problems existing in the development of the broker team in our country,we are short of the real high quality and high skill talent to develop our cultural industry.The "broker" are the cultural broker subjectin cultural brand international communication who provide intermediary services for both sides of the transaction with the form of intermediary,commission,and proxy,in order to promote cultural brandin the international market exchanges,communication and transaction and final get the proper commission in the international cultural market.Because of the particularity of our country,the units which has a considerable part of the business of cultural intermediary activities can also be called to a certain extent-the broker.The research object of this paper points to the "broker" role in the Chinese international communication of brand culture,the introduction part starts from the selected topic background and significance,literature review,discussion on the necessity of the research,to help us understand the research process of the "broker"role at home and abroad.In the second part,the text has explored the characteristics of broker who works in the international spread of Chinese culture brand,including their roles,functions and matching conditions.In the third part,we focused on the development of the "broker" status,the problem of them and the background of the problem with a further in-depth way.In the fourth part,we combined with the foregoing analysis and the current comprehensive situation of the broker industry,to think about the improvement of "broker" management and quality,and provide a feasible strategy and norms for the development of the "broker".In the fifth part,we make full use of the specific analysis of the case to acquire a better understanding of the full text,and deepen thecommunity,s understanding of the creative agency service labor in the cultural field.