文化营销传播论

On the Transmission and Marketing of Culture

文化营销传播是一种以文化为卖点或手段来营销产品和服务的传播活动,从其基本概念、认知基础到定位技巧、建构途径和运作策略,都体现出所谓“文化搭台,经济唱戏”的互动效应,文化因此成为实施营销传播的一种实效武器,产品和服务也因此成为文化传播的一种有效载体。

The transmission and marketing of culture focuses on cultural traits or uses culture as a means to marketing its related products and services. Its basic concepts, cognitive foundation, approaches and strategies all reveal the mutual effects of “culture as the platform while economy as the player”. Thus, culture becomes an effective means for marketing and transmission, and products and services are an effective carrier of cultural transmission.