Author(s)

Sun Mingyue

Corresponding Author

Sun Mingyue

ABSTRACT

Since the 21st Century, with the Integration of World Economy and the Full Flow of International Capital Elements, Cultural Globalization Has Become a Trend of the Times. under the Wave of Globalization, the Cultural Industries of Various Countries and Regions Are Developing Rapidly, and Cross-Cultural Exchanges and Dialogues Have Begun. as a Key Creative Cultural Industry, Film Has Great Cultural Influence and Cultural Appeal. At the Same Time, as the Development of Global Cultural Industry Has Entered the Era of Brand Strategy, Shaping Film Brand Has Become a Realistic Path for a Country or a Nation to Realize Cultural Identity and Cross-Cultural Communication. in the Context of Globalization, How to Give Full Play to the Cross-Cultural Communication Function of Images and Build Up a Competitive and Influential Film Brand Has Become a Major Issue That Chinese Filmmakers Need to Face. in Order to Realize the Real Transnational Imagination and Cross-Cultural Communication, Chinese Films Must Cultivate Their Own Unique Film Brands. in Order to Construct the Domestic Film Brand, We Should Not Only Base on the Localization Vision, Fully Explore the National Cultural Resources, and Make Excellent Films with National Cultural Characteristics, But Also Deepen the Film Brand Value through the Development Path of Brand, So as to Enhance the International Influence and Market Competitiveness of the Domestic Film Brand.

KEYWORDS

Globalization Background, Chinese Film, Intercultural Communication