澳門文創產品的國際傳播現狀及其策略創新研究

澳門文創產品的國際傳播現狀及其策略創新研究
Study on the Current Situation of International Communication of Macao's Cultural and Creative Products and its Strategic Innovation

作者: 李鑫宇 王志揚 徐佳琦

关键词: 日常生活審美化；澳門文創產品；國際傳播；創新融合；路徑探索 The aestheticization of everyday life; Macao cultural and creative products;international communication; innovation and integration; path exploration

摘要:適逢澳門回歸祖國二十五周年之際，在文化全球化和文化交流日益密切的背景下，澳門文創產業迎來了新的發展機遇，文創產品不僅是澳門的一張全新名片，其背後蘊含的故事更是城市形象的生動縮影。本文基於“日常生活審美化”理論，首先對澳門文創產品的相關文獻資料進行回顧及梳理，繼而結合典型代表案例，對其國際傳播現狀進行分析，最後提出“可視、可享、可愛、可塑”的文創產品國際傳播策略創新，旨在進一步加強其國際傳播能力，提升其在全球市場中的競爭力與影響力，助推澳門文化產業蓬勃發展。

Abstract:On the occasion of the 25th anniversary of Macao's return to the motherland, Macao's cultural and creative industries have ushered in the new opportunities against the cultural globalization and increasingly close cultural exchanges background. Cultural and creative products are not only a brand-new business card of Macao, but also a vivid microcosm of the city's image with lots of stories. Based on the theory of "aestheticization of daily life", this paper firstly reviews and combs through the relevant literature on Macao's cultural and creative products, then analyses the current situation of their international communication in the light of some typical representative cases, and finally puts forward the strategy for their international communication on behalf of the concepts of "visible, enjoyable, adorable, and shapely". In conclusion, it proposes the strategy for the international communication of the products, aiming at strengthening their international capacity, competitiveness and market, and thus to promote the prosperity of Macao's cultural industry.

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