浅谈文化产业发展中的营销问题——以教辅书籍营销问题为例

Briefly on the Marketing in the Development of Cultural Industry——A case study of the marketing of supplementary books

我国文化产业发展现在正处于上升时期,针对文化产品的营销活动也日渐频繁,由于文化产品的特殊性,因此对文化产品营销体系的构建更需要关注产品与消费者偏好间的匹配性。通过对文化产品4P营销策略的分析,在充分理解文化产品与消费者之间关系的基础上,构建相应营销体系。

The cultural industry in China is now in a developing ascendant,and the marketing of cultural products is increasing.The traits of cultural products make it more necessary to construct a marketing system which attaches more importance to the match of cultural products and tastes of consumers.This system must be built on the basis of a better understanding about the relations between the products and the consumers and an analysis of the 4P marketing strategy for cultural products.