Author(s)

Lin Ling

Corresponding Author

Lin Ling

Abstract

As a precious cultural heritage of the Chinese nation, ICH (Intangible Cultural Heritage) is of great significance in its overseas communication. This paper expounds the important position of ICH in Chinese culture and the importance of overseas communication, and puts forward some research questions. This paper mainly discusses how to tell the story of China effectively and improve the effect of overseas communication with ICH as the carrier. This paper provides a comprehensive strategic framework for ICH's overseas communication by constructing content strategy, channel and platform strategy, audience strategy and brand and cooperation strategy. At the same time, this paper also puts forward specific implementation paths and safeguard measures to ensure the feasibility and effectiveness of the strategy. In terms of content strategy, we should dig deep into the story elements in ICH and pay attention to the innovation and integration of content. In terms of channel and platform strategy, this paper makes full use of existing channels and expands new channels, especially digital media and social media. By implementing these strategies and measures, ICH's overseas communication can achieve remarkable results, enhance the soft power of national culture and promote international cultural exchanges.

Keywords

Intangible Cultural Heritage; Overseas communication; Strategy construction; Implementation path; Safeguard measure