公共数字文化服务营销体系构建

On the Construction of Public Digital Cultural Service Marketing System——A Top-level Design Perspective

我国公共文化服务主体服务营销水平参差不齐,组织形式和管理方式缺乏较为成熟的理论指导。顶层设计理念下的公共数字文化服务营销体系研究有助于公共数字文化服务营销的推行,进一步从整体上提升我国公共数字文化服务效能。文章以公共数字文化服务营销体系构建的难点为研究起点,采用系统分析法,构建及解读体系模型,从宏观、中观及微观3个层面探讨该模型的实现。研究发现,宏观层面应侧重于整体性规划,中观层面应从管理视角搭建公共数字文化服务营销管理平台,微观层面应注重营销环节的设计与实施。在实施过程中,顶层设计理念下的公共数字文化服务体系宏观上应着重于制度设计,中观上应重点培育服务品牌,而微观上应按照流程实施营销活动。

At present,public cultural institutions in China have different levels of service marketing,and their organization and management is in need of the guidance of a mature theoretical framework.This paper makes a study on the construction of public digital cultural service marketing system from the perspective of top-level design,aiming to provide references for improving the marketing as well as the efficiency of public digital cultural service in China.First,it makes an analysis of the difficulties and key points in the construction of public digital cultural service marketing system.Then,it constructs a model,and discusses the realization of this model at the macro,meso and micro levels.In the end,it is proposed to place emphasis on the overall planning at the macro level,to establish a public digital cultural service marketing management platform at the meso level,and pay more attention to the design and implementation of the marketing links at the micro level.When in practice,our public digital cultural service system should attach great importance to system design at the macro level,to the cultivation of service brands at the meso level,and to the implementation of marketing activities at the micro level.