中国传媒国际竞争力研究报告（2021）
书 名： 中国传媒国际竞争力研究报告（2021）
英 文 名： REPORT ON THE INTERNATIONAL COMPETITIVENESS OF CHINESE MEDIA （2021）
作 者： 李本乾
I S B N： 978-7-5201-9615-4
丛 书 名：
传媒竞争力蓝皮书
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关 键 词： 中国传媒 中国文化 国际竞争力 对外传播 走出去
出版日期： 2022-04-01
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中文摘要
全书由“总报告”、“资源篇”、“产品篇”、“服务篇”、“企业篇”、“案例篇”六部分内容构成，从资源禀赋、产品、服务、企业等多个方面，对中国传媒的国际竞争力进行了系统性的评价和分析，得到中国传媒整体出口规模持续位居世界前列、传媒产品出口规模锐减、传媒贸易逆差持续扩大、传媒产品出口核心竞争力较低、中国传媒国际竞争力未得到有效改善等结论。
“总报告”从中国传媒全球市场出口规模、产品结构、贸易额及国际竞争力指标评价等角度，系统考察了中国传媒国际竞争力位次的演变情况。
“资源篇”从历史文化资源禀赋、艺术产品等方面对中国文化资源的国际竞争力情况进行了分析研究。
“产品篇”和“服务篇”依据UNCTAD产业分类标准，研究了中国视听产品，新媒体产品，出版物产品，以及计算机与信息服务，版税和许可费服务，“个人、文化和娱乐服务”的国际竞争力情况。
“企业篇”从文化企业的经营业绩表现方面对中国文化企业的国际竞争力进行比较分析，得出中国文化企业竞争力整体落后于发达国家、中国文化企业国际竞争力提升幅度大等结论。
“案例篇”包括2篇文章。《新媒体时代城市形象短视频营销研究》通过横向和纵向的对比，探析传统媒体时代与新媒体时代城市营销的不同、新媒体时代官方媒体与自媒体利用短视频进行城市营销的差别。《“新神话”动画电影的创作与发展策略研究》基于“新神话”动画电影典型案例的分析，指出随着“新神话”动画电影市场的逐渐饱和与观众审美阈值的提高，创作者更应该把注意力放在内容创作方面的提升上。
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总报告
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资源篇
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产品篇
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服务篇
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企业篇
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案例篇
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