Research On The Production And Dissemination Strategy Of Japanese Corporate Promotional Videos To The Chinese Market Under The Cross-Cultural Perspective

As neighboring countries facing each other across the sea,China and Japan have had continuous economic exchanges since ancient times.Nowadays,with the rapid development of China’s economy and the increasing consumption capacity of Chinese citizens,the Chinese market has become a huge cake that many Japanese cross-cultural companies strive for.In recent years,the total amount of publicity expenditures invested by Japanese companies in the Chinese market has exceeded US$14 million per year,accounting for the top ten foreign companies in China for publicity expenditures.With the development of Internet technology and the rise of the short video industry,when many Japanese companies promote to the Chinese market,the video format has become the preferred publicity method for Japanese companies.The development of the new media era has brought tremendous changes to the communication industry.In such a general environment,the cross-cultural communication of Japanese corporate videos to the Chinese market presents an inevitable trend.However,when Japanese corporate videos are produced and disseminated for the Chinese market,due to the differences in the cultural and historical backgrounds of China and Japan,and the dissemination logic of Chinese market videos,there are currently few widely acclaimed videos in the Chinese market.A corporate video for cross-cultural communication produced in Japan.This article takes BRAND JAPAN Co.,Ltd.,the company founded by the author,as the research object,and conducts research and analysis on actual cases of Japanese corporate videos produced and promoted by BRAND JAPAN Co.,Ltd.for the Chinese market.On the one hand,in the production strategy of the promotional film,the main production concept is to respect Japanese culture and from the perspective of the Chinese audience;to find the "common meaning space" between Chinese and Japanese cultures and enhance the story of the promotional film based on the commonality of Chinese and Japanese cultures The main content of the production is to stimulate the awareness of audience participation,dig deep into Japanese history and culture to enhance the sense of audience acquisition;combine the similarities and differences of Chinese and Japanese cultures to frame design so as to rationally use the aesthetic differences between China and Japan and the characteristics of short videos to shoot angles and colors of the works The main production methods are the optimization of senses,rhythm and pictures.On the other hand,in the communication strategy of the promotional film,the main communication concept is to find suitable channels for refined promotion in the segment market,and follow the online guidance to the offline,the offline guidance to the online,and enhance the online and offline identity.The dissemination logic of the cognitive effect,and the reasonable way to formulate the dissemination of the promoAll in all,this article mainly adopts the literature analysis method and the comparative analysis method to carry out the proof analysis of the above content,thus proposing a complete set of solutions that can be applied to the production and dissemination of Japanese corporate videos for the Chinese market.This article aims to provide an idea for the production and dissemination of Japanese corporate promotional videos for the Chinese market under the cross-cultural perspective by exploring the influence of cross-cultural corporate promotional video works overseas and the corresponding factors,and also for Chinese cross-cultural The dissemination of corporate promotional video works in the international market provides a certain reference.