图书出版业的文化营销

文化营销作为一种新型的营销形式,受到企业界和学术界的广泛关注。作者针对图书出版业的基本状况,围绕着文化营销的概念、图书出版业为什么要开展文化营销、图书出版企业如何开展文化营销三个问题,探讨了图书出版业的文化营销。

When the culture marketing is used as a new kind of marketing method, it has attracted much the business enterprises and the relative academic circles. Based on the concrete circumstance of the books publishing industry, the article studies the culture marketing of the book publishing industry around the below three problems： the concept of the culture marketing, the reasons why we should carry out the culture marketing and how to do it.