The international dissemination of excellent Chinese culture is an important way to shape the international image of China as a responsible power, and also an important medium for the great rejuvenation of the Chinese nation. At present, it is urgent to gather all the forces that can be gathered, gather all the sources that can be gathered, seek all the potential that can be sought, and accomplish all the things that can be done, to do a solid foundation for the international dissemination of Chinese culture at home and abroad, to establish a circulation and transportation base for Chinese culture at home and abroad, to expand, widen, dig deep, and extend the channels for the overseas dissemination of Chinese culture, to firmly root in the cultural life and daily life of people around the world, to draw foreign cultural nutrients from different soil, promote the growth of the tree of Chinese culture, and nourish and enrich people around the world with colorful flowers and juicy fruits to enhance the happiness and sense of gain of people around the world with the unique charm of Chinese culture, Truly realizing the globalization of Chinese culture, showcasing the charm of China's international image as a great power through the ubiquitous soft power of Chinese culture.
The process of cultural dissemination generally requires five steps, namely, first determining who (Who) to disseminate, then determining what (What) to disseminate, then determining how to disseminate (Channel), and finally determining to whom (Whom) to disseminate, and finally predicting and achieving dissemination effects (Effects). The purpose of the first four stages ultimately lies in achieving the final dissemination effect. From the current situation of international dissemination of Chinese culture, these five processes have basically achieved integrated design and implementation, but the focus is still mainly on the first two stages. Although the target audience and dissemination effect are clear, due to the limitations and subjectivity of the current dissemination channels, the effects of the latter two stages have not reached the expected goals, and are still mostly focused on more talk than action. The main reason for this imbalance in input-output ratio is that the media and means of international dissemination of Chinese culture have not yet been market-oriented.
Overall, the international dissemination of Chinese culture is still mainly through traditional media such as newspapers, television, movies, radio, the internet, books, opera, music, etc., which are limited to achieving internal circulation within the Chinese cultural sphere and cannot achieve the effect of spreading Chinese culture.
The most direct way to break through the low efficiency of international dissemination of Chinese culture is to break through the cycle of domestic and foreign Chinese cultural exchanges, break through walls and ice, open windows and doors, and explore all corners of the world. The tool to "break through" is the industrialization of Chinese culture and achieve market-oriented dissemination. Only marketization can completely break down the barriers between Chinese and foreign cultures, and achieve the goal of having them everywhere they are needed and everywhere they are, like the wind following people. Buyers can choose to purchase Chinese cultural products according to their aesthetic and living needs, and Chinese cultural products can be manufactured according to their needs in an order based manner, "from the buyer's perspective" to design, manufacture, and disseminate cultural products. The sentence is:. Only in this way can we truly achieve the indiscriminate integration of Chinese culture with overseas local people, ensure smooth channels of dissemination, ensure that Chinese culture can be transmitted, integrated, deeply transformed, and unnoticed in daily use.
Of course, what we want to spread and what overseas audiences hope for us to spread must ultimately be excellent culture with distinct Chinese cultural identity. Essentially, it is a local innovation of traditional Chinese culture, which expresses empathy between Chinese culture and local culture through the internationalization of communication media and forms, making it easier to dilute or eliminate cultural differences, and making the national identity of Chinese culture more global, thus having more market value and easier to achieve market-oriented dissemination. The market-oriented dissemination of Chinese culture can also transform the disadvantages of fragmented dissemination in the new media era into advantages, and achieve the ubiquity of Chinese culture through market fragmentation, "scattering beans into soldiers", where beans enter the soil and bloom and bear fruit. Only by forming such a dissemination trend can the international dissemination of Chinese culture shift from "China wants to spread" to "the world wants China to spread", thereby eliminating the boundary between disseminators and disseminators, making everyone a disseminator and a disseminator, truly achieving a global situation where everyone spreads Chinese culture.