Cultural marketing strategy

Author: Cao Shichao
Publisher:
Publish Date: 2006-09-01
Features: Why are the prices of electronic products representing new technological advancements continuously declining, while the prices of ancient and outdated artworks and artifacts are rising over time? Can intangible history, landscapes, customs, and culture be converted into real economic value? What kind of transformation can maximize cultural value? This book is a summary of the author's decade-long experience in the cultural consulting industry, combining profound theoretical foundations with extensive practical expertise. The author begins by examining the evolution of cultural backgrounds—the arrival of the "Heart Era"—and analyzes the significant role culture plays as the backdrop of social life in economic activities. The book provides a thorough and precise explanation of the differences and characteristics between the marketing of general products and cultural products, as well as the analysis steps involved. This includes how to determine the characteristics of cultural consumption, cultural marketing principles, enhancing the latent value of culture, fully expressing the essence of culture, and naming products in a culturally meaningful yet market-aligned way to achieve the "perfection" of cultural product marketing. This book offers compelling answers on how to transform intangible cultural resources into tangible commercial value. It is suitable for entrepreneurs, government institution managers, cultural industry consultants, and cultural researchers who wish to understand and explore the potential influence of culture on product development. Additionally, it serves as an essential reference for teachers and students majoring in marketing, cultural commercialization, and related fields at universities and colleges. It is also a must-read for a broad audience interested in the cultural industry and cultural marketing.