中国文化产业互联网电子商务营销发展路径研究

Research on the Development Path of Internet E-Commerce Marketing in China's Cultural Industry

文化产业与互联网都是创新的产物,二者的融合有着巨大的发展空间与需求。文化产业电子商务平台投资风险低、收益稳、盈利快,具有比较好的发展前景。从目前我国文化产业的发展来看,产业集聚效应难以实现、文化产业的消费不足、对知识产权保护力度不够、文化产业中专业性人才匮乏是比较突出的几个问题。面对网络文化产品层出不穷、"文化电子商务"战略布局日益明显的现状来看,还需要从文化产品的创作与管理环节,进一步延伸文化产业链条、加强文化产业的营销环节、抓好文化产业的投资环节等,进一步拓展互联网电子商务营销与中国文化产业发展路径。在此情况下,要培育出具有优势的龙头企业、加强专业性人才培养、培育文化产业电子商务营销的环境、注重保护知识产权是促进我国文化产业互联网电子商务营销发展的当务之急。

Culture industry and the Internet are product innovation, fusion of the two has a huge development space and demand. Cultural industry e-commerce platform investment has the advantages of low risk, stable return and steady profits, enjoys good prospects for development. From the current development of the cultural industry of China, there are problems such as industrial clustering effect is difficult to achieve,consumption of the cultural industry is small, efforts to protect intellectual property rights is weak and professional talent shortage. From current situation of cultural products network and e-commerce strategic layout, we have to further extending the chain of cultural industry from the cultural product creation and management, enforce marketing of the cultural industry and attract investment, so as to further expand the Internet e-commerce marketing and China＇s cultural industry. In this case, it is necessary to cultivate leading enterprises in cultural industry, strengthening the professional personnel training, cultivate the cultural industry ecommerce marketing environment and pay attention to the protection of intellectual property rights.