A Study On The Differences Of Cultural Values In The Oversea Users Of Chinese Mobile Games

This article is mainly about study of the differences in cultural values of overseas users during the export of Chinese mobile games,based on cultural values and other theoretical perspectives.The The Chinese culture "going out" strategy has become an important national-level cultural construction policy in the 21 st century.China’s mobile game industry has gradually become an important core force in the field of cultural trade,which has great strategic significance for the spread,inheritance and development of Chinese culture.Based on a large number of empirical studies such as questionnaires,in-depth interviews,and second-hand industry data collection,this article studies and analyzes the differences in cultural values embodied by overseas users during the export of Chinese mobile games,trying to find the successful experience and countermeasures of Chinese mobile game products in cultural communication.First of all,this article starts from the "phenomenon" to study the phenomenon of cultural discounts in the export of Chinese mobile games.It enumerates and analyzes Cultural discounts of Chinese mobile game that occurred during the export,through the collection of second-hand data,participatory observation,participatory experience and in-depth interviews.This study selects three types of Chinese mobile game products,one type use traditional Chinese cultural elements to develop,the second one use or learn from foreign IP to development,and the last type is general categories(no cultural threshold),for second-hand market data collection and analysis.Through comparison,it is found that the cultural discount encountered by Chinese mobile games is proportional to the content containing Chinese cultural elements.The more traditional cultural content,the greater the cultural discount phenomenon encountered."Chinese-style" mobile game products have encountered severe cultural discounts when export,and the localized transformation of Chinese mobile games encounters cultural discounts less than those without localization,and the no cultural threshold ones encountered few cultural discounts,and mobile games that cater to overseas cultural customization even have "cultural value added" phenomena.Taking the introduction of cultural discounts in the export of Chinese mobile games as an introduction,the article continues discuss the "cause" to analyze the inherent mechanism of cultural discounts in the export of Chinese mobile games.This study analyzes the causes of cultural discounts in Chinese mobile games through second-hand data collection,case studies,survey questionnaires,and in-depth interviews.In the process of cultural communication and cultural export,the difference in cultural values is the deep-seated cause of cultural discounts.The cultural factors that affect the acceptance of Chinese mobile games as a cultural product mainly include differences in language,differences in consumption habits,historical and cultural traditions,and differences in cultural values.Language,historical and cultural traditions,consumption habits belong to the shallow sense,and values are the deepest factors.Recognizing the law of occurrence,development and changes of cultural discounts,finding ways to reduce cultural discounts and applying them to practice can better promote Chinese cultural products to the international market.Secondly,this study focuses on the differences in cultural values embodied by overseas users during the export of Chinese mobile games.In this paper,Hofstede’s cultural values and cultural dimension theory and Hall’s theory of high and low context culture are used to study and analyze the cultural values of overseas users,through the research methods of questionnaires and in-depth interviews.This article mainly studies the overseas culture from the five cultural dimensions of Hofstede’s power distance,collectivism and individualism,masculinity and femininity,avoidance of uncertainty,long-term orientation and short-term orientation,and Hall’s theory of high and low context culture different cultural values of users.Different cultures have different cultural differences in the preferences of participating in game community activities,dealing with privacy issues,and cultural value identification.This study also found that although cultural product can not affect the deep cultural values of overseas users,it will have a positive impact on them,and it will have a certain role and significance in the spread of Chinese culture and Chinese cultural values.The study finally put forward countermeasures and suggestions for the export of Chinese mobile games.It is believes that the brand building of mobile game products is the most critical factor for the successful of China’s mobile game product exports,followed by "localized" transformation and refined international marketing.On one hand,our Chinese mobile game enterprises must "practice their internal skills" to cultivate local brands,on the other hand,they must use effective communication strategies to win both the economic and social cultural effects to enhance the "soft power" of Chinese culture.