广西文化产品出口东盟的营销战略分析

On the Marketing Strategies of Guangxi Cultural Products in ASEAN Countries

广西和东盟各国不仅在文化上,在地理上也有着共同的联系,发展中国—东盟自由贸易区给广西文化产业提供了良好的机遇和前景,文化产业在中国—东盟经济合作中的地位日益显著。广西文化产品要实行品牌战略、加大营销人才培养力度、发挥中国—东盟博览会的作用及加快发展经济、拉动文化消费等营销。

Since Guangxi and ASEAN countries are both culturally and geographically connected,the development of China-ASEAN Free Trade Area （FTA） provides a good opportunity and prospects to the cultural industry of Guangxi. The cultural industry also plays an increasingly significant role in China-ASEAN economic cooperation. This paper applies the Diamond Model to analyze the current situation and problems of Guangxi cultural products exported to ASEAN countries,and puts forward such measures as making good use of China-ASEAN Expo to implement brand strategy,to strengthen efforts in marketing personnel training,to accelerating the development of the economy and to stimulate the consumption of cultural products.