科技与出版Issue(6)：52-63,12.
中国网络游戏国际传播效果评估:原则、方法与指标体系
Evaluating International Communication Effectiveness of Chinese Online Games:Principles,Methods,and Indicator Systems
摘要
Abstract
Online games are one of the most influential forms of digital products globally and represent one of the most dynamic sectors in the international expansion of China's publishing industry.Within the framework of promoting Chinese culture globally,online games serve as an innovative medium for cultural transmission,playing a vital role in addressing China's discourse power challenges in international communication.Furthermore,online games contribute significantly to improving overseas audiences' perceptions,attitudes,and behaviors toward China.This study,anchored in the overarching goal of promoting Chinese culture globally,employs an audience-focused perspective.Through expert surveys and the analytic hierarchy process(AHP),the research establishes an evaluation framework comprising four primary indicators:value guidance capacity,cultural dissemination effectiveness,product competitiveness,and economic revenue.The value guidance capacity of online games indicates their role in agenda-setting for overseas users from an international communication perspective.It evaluates how effectively Chinese cultural dissemination enhances the emotional and behavioral responses of international audiences,assessed through emotional resonance and behavioral response.Cultural dissemination effectiveness of online games refers to the capacity to propagate Chinese culture to target audiences through gaming platforms,enhancing overseas awareness of Chinese culture.It evaluates the content value of internationally distributed online games.This capacity,aiming for comprehensive cultural dissemination,is measured across three dimensions:cultural expression,cultural diffusion,and cultural cognition.Product competitiveness describes the games' capability to consistently meet users' demands,expand user base,and achieve commercial objectives within competitive markets.It reflects audience engagement effectiveness through user engagement and user experience components.Economic revenue refers to the income generated by online games in overseas markets through sales revenue,advertising revenue,and derivative revenue.These four primary indicators' weights are 22.7％,24.3％,34.6％,and 18.4％,respectively.Among them,the product competitiveness carries the highest weight,exceeding 30％.The cultural dissemination effectiveness ranks second at approximately one-fourth,followed closely by value guidance capacity.While economic revenue ranks last,they maintain significance at nearly one-fifth of the total weight.From a strategic perspective,economic benefits remain crucial in incentivizing game companies' engagement in international markets.This evaluation system enables assessment of Chinese online games' effectiveness in international markets,facilitating the identification of key issues and areas for improvement in global dissemination,ultimately enhancing the quality and efficiency of the international communication of online games.关键词
网络游戏/游戏出海/文化"走出去"/传播效果/评估体系Key words
online games/games going global/culture going globally/communication effectiveness/evaluation system引用本文复制引用
张欢,孙红,戚德祥..中国网络游戏国际传播效果评估:原则、方法与指标体系[J].科技与出版,2025,(6):52-63,12.基金项目
天津市哲学社会科学规划项目"中国网络文学'走出去'效果评估与提升策略研究"(BEY122562). （BEY122562）
