Research on the Application of New Media in the Communication Strategy of Cultural and Creative Industry : Taking Chinese Game Industry as an Example

The cultural and creative industry(CCI) is closely concerned with cultural soft power, and has become one of the economic pillars of many countries in recent years. With the widespread application of new media technology, its development model is also undergoing transformation. Using the Chinese game industry as an example, this article shows and analyzes some new media communication strategies, including Big Data Social Media Marketing, Planning the dedicated intellectual property, Games social, Celebrity influence, Live mode, Crossover cooperation. Moreover, Combined with the policy and development status of the cultural and creative industry, this paper gives suggestions and expectations for the future development of the industry. Through the way of example analysis and literature research, this study confirmed that the new media environment promotes the development of Cultural and Creative Industries. And it also studies the actual marketing strategy analysis, which gives practitioners and researchers a new concept for reference. Besides, the author puts forward the personal opinion to perfect the future industry related policy laws and regulations, as well as appeals to the public cultural inheritance, works with high quality and value.