| In the trend of global economic integration, China has made rapid development in recent years. It is also the good performance in political multi-polarization and the information technology revolution. Thus, as a great power, the rapid development of this country’s image and international influence should spread to the world appropriately through the external communication way. Whatever, cultural product marketing is a good way of communication to spread image of the country. And TV drama as one of the the world’s most extensive trade and cultural exchanges of cultural products, not only has a good communication effects, more gradual influence will be in the audience, while taking up the cultural exchange and dissemination of national image this mission. With the development of information technology innovations and TV drama export industries, a large quantities of outstanding TV drama being out of the country, to become a medium of country’s image and external communication promotion. However, scanning the academic study of Chinese TV drama external communication, the paper about global market is rare:only Dong Wenjie (2011), He Xiaoyan (2012), Zou Yinxia (2014), Shi Wei (2014) and Chen Xueying (2015) focued to the global market of Chinese TV drama. Other research is given priority to with the regional communication and analysis of typical cases, but the systematic "global sketch":Guo Zhenzhi, LiangYueyue (2009,2014) focused the Chinese TV drama’s market in Southeast Asia; Li Fabao (2014) studied Chinese TV drama Japanese market; Ling Wanyue (2013) studied the Korean market, Jiang Dan tong (2014) studied the African market, etc. On the one hand, the regional market research is far more than the global market research in past study. On the other hand, limited data can’t make completed description about Chinese TV drama export in the perspective of globalization. Although "China Radio and Television Almanac "China Radio, Film and Television Development Report" and the familiar providing global export data and the development of China’s domestic & foreign television drama, still slower annual update and less export data. At the same time, "China Radio, film and television development report"’s paper resources are most come to scholar who are confined to limit scope of the study, and the data is still regional as much. The "Chinese TV drama external communication" as a topic of inquiry requires a global perspective, regional studies can not describe macro market overview yet, and lack of convincing which individual case studies are. What the field need urgently are global trade market data and more detailed market research data results from academics. Due to the high economic and time costs, the authors unable to penetrate various market research. It is only invoked Almanac and research data have been published to provide global market overview the in an attempt. Firstly, the periodic export policies are listed to analyze the obstacles and its causes about Chinese TV drama export. And then, Chinese TV drama will divided into five markets based on cultural and geographical factors, detailed description followed. Finally, suggestions will be put forward targeted Chinese TV drama exports. This peper is written to provide better insights and approaches in order to make Chinese TV drama export more smoothly by past research data collection and government policy researching.Based on the above ideas, this article will be discussed external communication issues related to Chinese TV drama through four chapters. The first chapter is an introduction to clarify the research significance, and discuss the "cultural hegemony "of global TV business which lead to "anti-cultural hegemony" policy among cultural weak counties. The second chapter focuses on the status quo of Chinese TV drama external communication, based on the different stages of the export policy to analyze Chinese TV drama export environment, and organize global market regionally with specific propagation characteristics. The third chapter summarizes the communication barriers and possible causes based on the global spread of Chinese TV drama. The fourth chapter propose targeted guiding opinions and suggestions which could give a guidance to development of China’s TV exports in the long-term. |
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