A Study Of The Global Localization Paths Of American Neflix And Korean Co-productions

In the era of multi-integration of world economy and culture,global localization has been repeatedly mentioned as a globalized cultural phenomenon,which has become a hot topic in the construction of world culture.Global localization involves not only localization of products or services,but also branding,marketing,publicity and sales.Multinational enterprises or organizations need to consider the cultural background,social values,economic level and consumption habits of local consumers and other factors to develop appropriate localization strategies,so as to realize their own global development path.As a giant in the streaming media industry,Netflix has become a leader in the global streaming media industry by expanding cooperation on international platforms,expanding its share of the international market,and taking original content innovation as the driving direction.The drama content of its platform has also been widely discussed by scholars and media at home and abroad.This paper takes the co-production of Netflix and South Korea as the main research object,discusses the adjustment and change of various factors made by the co-production of South Korea and South Korea under the background of globalization,in order to adapt to the differences of the local market and make the products and services more in line with the needs of local consumers,and summarizes the development path of the co-production of South Korea and South Korea based on the concept of global localization.This paper firstly summarizes the stage process of the expansion of Netflix and Korean dramas into the international market,summarizes the precondition of the content construction of the Ni-Korean co-productions,and then summarizes the stage development of Netflix’s entry into the local market of South Korea.Starting from the theory of global localization,it summarizes the content development process of the Ni-Korean co-productions from three aspects:subject type,content attempt and innovation.Then,based on the characteristics of typical cases of Nai-Korean co-production,from the two aspects of South Korean local pop culture and Nai-Korean co-creation style,it discusses the content innovation made by Netflix for the development of globalization,as well as the epochal changes made by South Korean local pop culture to cater to the needs and identity of international audiences.Based on the concept of global locaization,revealing its development path can not only help streaming media companies to accurately land in the global market regions,but also promote the exchange and mutual understanding between Korean local pop culture and world culture.It is concluded that global localization has become an important strategic choice in the era of globalization.Finally,combined with the current global platform audiences’ attitudes and emotional needs towards Asian culture,the paper summarizes and reflects on the global localization path of Nai Han co-production,and provides enlightenment for the transnational communication of China’s international co-production dramas,and usability suggestions for the future development of international co-production dramas in China.