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AChapter One:Introduction

    As globalization prevails in the greater part of the world, the economic, political and social relationships among various nations and countries are becoming more involved and complex. Along with the rapid growth of the Internet and information technology, the increased communication among different nations and ethnic groups has  made  this  world  a  "Global  Village,"  as  termed  by  Marshall  McLuhan. Consequently, the need for greater understanding and mediation has also appeared in cross-cultural   communication,   creating   the   concept   of   "Intercultural
Communication."
    In the background of cultural and economic globalization, the promotion of Chinese Culture has become a more appealing theme for researchers. As an important subculture in China, Huizhou Culture is one of the best representations of Chinese
traditional culture, as it is a manifestation of Confucian philosophy, which has actually been the core of ethnicity and of heritage in China for thousands of years. Many people have been aware of the importance of promoting Huizhou Culture onto
the international stage, so as to benefit other cultures and to form a more diverse world, not only dominated by Western culture.

1.1 Origin of the study
  The origin of this study came after I noticed several promotional materials about Huizhou Culture such as official introductions, tourist brochures, TV programs, website promotions, road signs and even personal blogs, in English or in other foreign languages. The poor quality and limited strategies taken in the promotion of Huizhou  Culture  in  the  international  market  reveal  Huizhou  Culture  as underdeveloped compared with other important subcultures in China. Later, these
translation and promotion works concerned with Huizhou culture inspired me of starting a research on the strategies applied in present international culture promotion.

1.2 Objectives and significance of the study
    The study focuses on the research of promotional strategies and tactics taken in the international promotion of Huizhou Culture along with the relationship between regional cultures and Chinese culture as a whole.
    Being affected by globalization and the opening-up of the Chinese society, many are aware of the importance of exporting and promoting Chinese culture to the outside world, while appreciating and acce傅ing alien cultures from other countries. Though Chinese governmental and social organizations are striving to promote Chinese culture, Chinese influence remains quite limited and some attempts even end in failure. In most of these cases, cultural conflicts have been the major barrier for the external expansion of Chinese culture. The language and cultural obstacles, and the unfaithful explanation often have the true essence of Huizhou Culture to be undervalued or partially understood. From the perspective of Intercultural Communication, a lack of cultural awareness has been a great obstacle regarding unsuccessful attempts to promote Chinese culture. The international promotion of Huizhou Culture is still in its initial phase, which somehow reveals a lack of guidance from Inte本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。