全球化背景下中国传统文化的复兴研究——基于市场营销组合理论(4Ps)

An Analysis of the Rebound of Chinese Traditional Culture under Globalization——Based on Marketing Mix Model(4Ps)

在前人研究的基础之上,本文基于市场营销组合理论对全球化背景下中国传统文化的复兴进行了定性分析。基于市场营销组合理论(4Ps)中的产品、定价、渠道、促销的四大要素,从传播内容、传播成本、传播途径和鼓励政策四个方面,初步探讨了全球化背景下中国传统文化的复兴问题可采取的对策。

On the basis of the gains obtained by the former researches, this paper makes a qualitative analysis about the rebound of Chinese traditional culture under globalization based on Marketing Mix Model. Based on the four factors of marketing mix theory(4 Ps): product, price, place and promotion, the author discusses the strategies which can be applied to rebound Chinese traditional culture under globalization from the contents, costs, approaches, and inspirations four aspects.