大数据背景下文化产业的营销困境与模式创新

Marketing Dilemma and Mode Innovation of Cultural Industry under the Background of Big Data

随着云时代的来临,大数据的运用逐步深入到各行业各领域,给文化产业的发展带来了新的机遇和挑战。我国文化产业营销经过了初步认知、积极探索和飞跃发展三个阶段,形成了大众营销、轰炸式营销、多元营销等特点,同时也面临数据收集、人才储备、技术短板、泄密风险、创新不足等困境。在这种情况下,发展精准营销和整合营销,是大数据背景下文化产业营销的创新之路。

With the advent of the cloud e r a , big data has been applied to various fields step by step , which brought new opportunities and challenges to the development of cultural industry. Marketing of cultural industry in China went through three stages： the preliminary cognition, active exploration and leaping development, has formed characteristics of the mass ma rke ting, the bombing marketing, diversified marketing e tc. At the same time , it is also faced with some pred ic amen ts, like data collection, talent reserves, technology of short board , risk disc lo su re, lack of innovation, etc. In this case , developing precise marketing and integrated marketing will be the path of innovation under the background of big d a ta.