数字文化产品的消费特征与营销策略研究:基于自我决定理论

Research on Consumption Characteristics and Marketing Strategies of Digital Cultural Products:Based on the Self-Determination Theory

随着科技与文化的发展,数字文化产业正逐步成为我国文化产业发展新的增长点。理解消费者对数字文化产品的消费特征,是推动数字文化产品营销的关键。本文基于自我决定理论,结合消费者的内在动机和数字文化产品的行业特点,提出数字文化产品具有“自主、能力、社交”三大消费特征;基于这三大消费特征,提出了推广数字文化产品的营销策略,以期为数字文化产品从业者提供建议。

With the development of science,technology and culture,the digital cultural industry is gradually becoming a new growth point of Chinese cultural industries.Understanding the consumption characteristics of digital cultural products is the key to improving their product marketing.Based on the Self-Determination Theory,this paper combines consumers'intrinsic motivations and the industrial characteristics of digital cultural products,and summarizes three consumption characteristics of digital cultural products as independence,competence,and relatedness.Furthermore,based on these three consumption characteristics,this paper puts forward some marketing strategies to expand the consumption of digital cultural products,thus offering suggestions to personnel related to digital cultural products.