在国家推进对外文化贸易高质量发展的背景下,国内游戏企业中国优秀传统文化“数字服务出口”百花齐放、竞争力不断提高,网络游戏作为互联网时代的文化产物,正成为世界接受中国文化的主流渠道之一。三七互娱作为全球TOP20上市游戏企业,是中国优秀传统文化“数字服务出口”企业的代表,在全球200多个国家和地区取得亮眼成绩。本报告以三七互娱的中国优秀传统文化“数字服务出口”策略为研究对象,深入分析三七互娱“数字服务出口”的市场环境、中国优秀传统文化“数字服务出口”策略。在国内市场饱和,海外市场的红利与机遇并存,中国游戏出口百花齐放、竞争力不断提高的“数字服务出口”状况下,三七互娱通过采用多元化精品策略、科技自立自强策略、文化内涵深度融合策略以及中国风韵品牌化运营策略将更多具有中国特色的产品带向全球,向世界讲好中国故事,为推动中国文娱产业繁荣发展、增强文化自信做出新贡献及优秀示范。
Under the trend of the country to promote the high-quality development of foreign cultural trade,the domestic game enterprises’ export of excellent Chinese traditional cultural digital services is blooming,and their competitiveness is constantly improving.As a cultural product in the Internet era,online games are becoming one of the mainstream channels for the world to accept Chinese culture.As one of the world’s TOP20 listed game enterprises and a typical representative of China’s cultural digital service export enterprises,Sanqi Interactive Entertainment has made outstanding achievements in more than 200 countries and regions around the world.This report takes the excellent Chinese traditional culture “digital service export” strategy of 37Games as the research object,in-depth analysis of the market environment of 37Games “digital service export” strategy of Chinese excellent traditional culture “digital service export”.Under the current situation of digital service export in which the domestic market is saturated,the dividends and opportunities coexist in the overseas market,and the export of Chinese game is blooming in a thousand flowers and the competitiveness is constantly improving,37Games brings more products with Chinese characteristics to the world by adopting the strategy of diversified high-quality products,the strategy of scientific and technological self-reliance,the strategy of deep integration of cultural connotation and the operation strategy of Chinese style brand.To tell China’s stories well to the world,and make new contributions and excellent examples to promote the prosperity and development of China’s cultural and entertainment industries and enhance cultural confidence.