摘要
新经济的发展对营销提出了新的要求,文化营销成为了营销策略中的焦点。本文在对文化营销的概念进行分析的基础上,指出了文化营销的两大功能,并具体分析了文化营销的三个具体策略:文化产品策略、文化商标策略和文化广告策略,同时对文化营销的在经济发展的新形势下的趋势进行了预测和探讨。
Under the condition of new economic developmen, cultural marketing has become focus of marketing strategies. On the analysis of the concept of cultural marketing, two major cultural marketing functions are explored, followed by the discussion of three specific marketing strategies： cultural product strategy, cultural trademark strategy and cultural advertising strategies. The paper concludes with its prediction under the new trend.
出处
《广东广播电视大学学报》
2008年第3期49-51,共3页
Journal of Guangdong Radio & Television University
关键词
文化营销
功能分析
营销策略
发展趋势
cultural marketing
functional analysis
marketing strategy
trend
