营销3.0时代妈祖体育文化传播探究

The Research of the Dissemination of Mazu Sports Culture in the Era of Marketing 3.0

以科特勒教授的营销3.0相关理论为支撑,采用文献资料分析法,对比分析"传播"与"营销"两大概念的联系,并经过论证指出,文化创意产业是文化的载体,做好传统体育文化创意产业的营销将是推动传统体育文化传播的一条新路。在此基础上,根据妈祖体育文化传播与文化产业发展现状,从定位、品牌、差异化三个方面对妈祖体育文化创意产业营销提出建议。

Based on Marketing 3.0 theories from Prof. Kotler, with the method of literature analysis, a comparative analysis is made between the concept of ＂dissemination＂ and ＂marketing＂. Through demonstration, it indicates that the cultural creative industry is a carrier of culture, thus marketing the related cultural creative industry would be a new way to help promote the communication of Chinese traditional sports culture. On the basis of it, according to current situation of Mazu sports culture＇s transmission, some strategies are proposed from three aspects of brand orientation, brand establishment and brand differentiation.