浅谈文化产品的营销

On Cultural Product Marketing

由于文化差异,人们的消费观念和消费习惯必然有所不同,对文化产品的需求也不一样。文化产品的营销,质量是关键,服务是保障,二者不可或缺;要注重宣传与包装,亮在造势,美在包装,出奇制胜靠的是策略;重视开发市场与渠道,确定消费人群,提炼核心卖点,在文化上做足"文章"。

There are differences in consumption concepts and habits as well as the desires for cultural prod- ucts owing to cultural differences. The key and the guarantee of cultural product marketing are quality and service respectively. The successful strategies of cultural product marketing depend on the attention to the impressive packing arid involve the channels, targeted consumers, selling points and cultural elements.