跨文化传播视角下的淄博陶瓷文化传播策略研究

Research on Communication Strategies of Zibo Ceramic Culture from the Perspective of Cross-cultural Communication

The development of economic globalization and cultural exchanges between countries have promoted the construction of a global cultural community. Zibo, as an important production area of Chinese ceramics, has a long history and a unique artistic style based on Qi culture. By combining the ceramic industry in Zibo, this paper analyzes and summarizes the problems and causes in the process of cross-cultural communication, such as the excavation of cultural connotations, communication channels and methods. It also proposes targeted suggestions, such as strengthening the condensation of cultural connotations, enhancing the spread through the combination of culture and tourism, and strengthening the training of professional talents to improve the communication effect. Establishing a Zibo ceramic culture brand, unifying communication concepts and standards, and combining with new media publicity methods are of great significance for telling the story of Zibo on the international stage, promoting the effective dissemination of Zibo ceramic culture, and enhancing the global influence of Chinese culture.

经济全球化发展和国家间文化交流促进了世界文化共同体的构建，淄博作为中国陶瓷的重要产区，以齐文化作为根基的陶瓷文化，拥有悠久的历史，呈现出独特的艺术风格。结合淄博陶瓷产业，分析总结了其在跨文化传播过程中在文化内涵挖掘、传播渠道和传播方式等方面存在的问题及形成原因，并针对性地提出加强文化内涵凝练，通过文旅结合方式提升传播热度和加强专业人才培养等建议，实现改善传播效果的目的。建立淄博陶瓷文化品牌，统一传播理念和标准，结合新媒体宣传手段，对于在国际舞台上讲好淄博故事，推动（中国）淄博陶瓷文化的有效传播，提升华夏文化的世界影响力具有重要意义。