Research On Brand Building Strategies Of Domestic Films From The Perspective Of Cross-cultural Communication

Since the 21 st century,with the rapid development of world economic integration and information communication technology,cultural globalization has become a trend of The Times.Under the tide of globalization,cultural industries of various countries and regions are competing to develop and begin cross-cultural exchanges and dialogues.As a representative creative and cultural industry,film has great cultural influence and appeal.At the same time,as the development of global cultural industry has entered the era of brand strategy,shaping film brand has become a realistic path for a country or nation to realize cultural identity and cross-cultural communication.In the context of globalization,how to give full play to the cross-cultural communication function of images in Chinese films and construct a film brand with competitiveness and influence has become a major issue for Chinese filmmakers.Based on the theoretical perspective of cross-cultural communication and the logical thinking of "proposing problems--analyzing problems--solving problems",this paper concludes three feasible strategies for the construction of domestic film brands through logical argumentation,so as to provide some academic ideas for the establishment of domestic film brands and the promotion of extensive cross-cultural communication of domestic films.Firstly,the author puts forward the strategy of celebrity symbol in the brand construction of domestic films.The rational use of celebrity symbols can promote the brand effect of star brands and director brands and improve the communication influence of domestic film brands.At present,countries all over the world have taken the construction of national image as an important means to show the soft power of culture,and celebrity symbol strategy is conducive to improving the popularity and influence of domestic film brands.Secondly,the strategy of Oriental culture in the brand construction of domestic films.The cultural connotation of a country or a nation contains its own long-standing and unchangeable cultural deposits and its own survival consciousness and aesthetic character startingfrom the native land.Therefore,the adherence to the national culture is the basis for Chinese films to realize cultural dialogue and communication across foreign countries,and the key for domestic film brands to realize cross-cultural communication.Finally,the author puts forward the marketing strategy in the brand construction of domestic films.The development of information technology and the abundance of communication means make it possible for Chinese films to carry out overseas marketing.A series of mature and orderly marketing strategies can not only establish and consolidate the film's brand value and bring considerable box office earnings to film producers,but also play an effective role in realizing cross-cultural communication,improving market share and enhancing international influence.In the context of global cultural competition,domestic filmmakers should not only improve the level of film production and tell good Chinese stories,but also optimize the marketing environment of domestic film brands,actively expand overseas distribution channels,enrich the means of film brand marketing,and further extend the brand value of domestic films.If Chinese films want to realize transnational imagination and cross-cultural communication in a real sense,they must cultivate their own unique brand of film.The construction of domestic film brands should not only base on the localization vision,fully explore the national cultural resources,and produce excellent film works with national cultural characteristics,but also deepen the film brand value through the brand development path,so as to enhance the international influence and market competitiveness of domestic film brands.