Research On Overseas Marketing Status And Countermeasures Of China Cultural Heritage Documentary

The commercial operation of Chinese cultural heritage documentaries is a systematic project.However,for a long time,my country has not paid much attention to the market operation of Chinese cultural heritage documentaries.This is particularly obvious in overseas markets.This has also resulted in the development of Chinese cultural heritage documentaries.The overseas market share is small and the marketing level is low.Therefore,analyzing the status quo of overseas marketing of Chinese cultural heritage documentaries,studying the existing problems and causes of Chinese cultural heritage documentaries,and deriving countermeasures to improve the overseas marketing of Chinese cultural heritage documentaries,has become an important issue for the development of the current Chinese cultural heritage documentary industry.At present,with the support of relevant national policies,Chinese cultural heritage documentary is booming and has a good potential for overseas market development in the future.However,it should be found that although the documentary film of Chinese cultural heritage has bright prospects in the overseas market,there are also some representative Chinese excellent cultural heritage documentaries coming out of the country in recent years,which has caused the overseas viewing upsurge.However,in the current overall development,when the documentary film of Chinese cultural heritage is marketing abroad,on the one hand,there are some problems such as the inflexible narrative mode,the lack of high-quality content,the disjunction between creation and marketing;On the other hand,there are problems such as single marketing mode,slow brand construction and insufficient derivatives development.The reasons are: 1.The production mode is not established.2.The demand of overseas audience is not accurately grasped;3.The lack of competition consciousness;4.The objective existence of cultural discount.Based on this,the paper finally puts forward countermeasures such as targeting the target market,creating high-quality products,building mature brands and expanding multiple channels,and hoping to continuously enhance the international competitiveness of Chinese cultural heritage documentary films,extend the industrial chain of Chinese cultural heritage documentary films,and improve the economic profit and overseas market share of the documentary films of cultural heritage in China,We will further play its unique advantages and functions in realizing mutual learning between Chinese and foreign civilizations.