Research On The External Communication Strategy Of IPanda

For a long time,Western developed countries have used their prosperous international communication capabilities to snatch international discourse power and have occupied the high ground of international public opinion field so as to monopolize the external communication environment.With China's leap to the top in the global political and economic structure.As the world's second-largest economy,China needs to have more discourse shares in the international arena.In recent years,China has continued to explore foreign communication activities,innovating concepts and methods of external communication,and striving to present China to the world in an optimal manner.Under this background,it is very important to explore and research on China's external communication strategies and strategy optimization.iPanda,as China's external communication network video media,strives to spread the colorful charm of China to the world.It has now become one of the important channels for overseas audiences to understand China.The reason why iPanda can achieve satisfactory results in external communication is closely related to its unique characteristics and external communication strategies.From the perspective of its external communication elements,it has found that it has unique positioning,disseminates various contents through a three-dimensional communication pattern,and has a strong sticky nature of overseas audiences.It is precisely its prominent characteristics in external communications,which in turn promoting China's external“soft landing”,enhancing China's external communication capabilities,and boosts China's diplomatic activities.Through the long-term observation of its communication environment,combined with primary and secondary research data and interview samples from both domestic and overseas audiences,it finds that its external communication strategies still have deficiencies: Firstly,the content of its external communication needs to be further subdivided;secondly,its user experience needs to be improved.Thirdly,the potential value of the ipanda itself needs to be explored.Therefore,this paper proposes corresponding optimization strategies such as strengthening the promotion of channel platform construction,enhancing the user experience from the user's thinking,and integrating advantages to build the “Panda IP” industry.This will provide new ideas for all media in our country to explore the best ways of external communication.