중국 드라마의 해외시장진출 전략에 관한연구

Abstract

The purpose of this study is to suggest the production direction and export strategy of Chinese drama in order to expand the overseas market of Chinese drama. To this end, the SWOT method is used to analyze internal strengths, weaknesses and external opportunities and threats. The analysis shows that the Chinese TV drama exporting countries are limited to Asia. There are cultural differences, language differences, differences in production systems, trade barriers, lack of enthusiasm for investors to enter overseas, and insufficient market strategies to enter overseas. In order to remedy this problem and to promote Chinese drama overseas expansion, the following supplements are necessary. First, Enhance overseas awareness and preferences for Chinese TV dramas by holding international TV festivals and various promotional activities. Second, in order to reduce cultural discounts, it is necessary to produce Chinese dramas with themes and contents that can be easily understood and sympathized by overseas viewers. Also, don’t repeat the content of the drama, you need content with a variety of novel ideas. Third, In order to grasp the market more accurately, when Chinese TV dramas are exported overseas, different market strategies should be formulated. Fourth, in order to compete with cultural export powers such as Korea and the United States, it is necessary to strengthen the quality of Chinese dramas and establish a healthy production system. To this end, it is necessary to cultivate talents of key actors, producers, and directors of drama production, and to cultivate professionals such as photography, recording, art, costumes, makeup, and tools. Fifth, the Chinese government should establish an incentive system for the export of Chinese TV dramas. In terms of financial support, we will establish a real industry in overseas markets by strengthening public information exchange, supporting production unit financing, conditional entity acquisition, mergers, cooperation, and cooperation. Sixth, China's distinctive culture is used as a background for drama production to increase the interest of Chinese drama abroad.