产业链视角下民族文化产业市场营销思考

Reflections on the Marketing of National Cultural Industry from the Perspective of Industrial Chain

产业链和市场营销关系密切,民族文化产业市场营销要基于产业链视角来审视和调整,进行良性互动,才能使民族文化产业市场营销发挥更好的效果,促进民族文化产业推广和传播。结合产业链和市场营销的相互关系,以及民族文化产业发展的基本特征,产业链视角下民族文化市场营销要强调前期调研,重视品牌建设,优化营销渠道,灵活营销方式,实施整合营销。

The industrial chain and marketing is closely related to the ethnic cultural industry marketing must be based on the perspective of industry chain to examine and adjust the benign interaction,in order to make the national cultural industry marketing play a better effect, the promotion of cultural industry promotion and dissemination. According to the relation between industrial chain and marketing,and the basic characteristics of development the national cultural industry,cultural marketing from the perspective of industrial chain to emphasize research,pay attention to brand building,marketing channel optimization,flexible marketing mode,the implementation of integrated marketing.