Marketing of Culture: Textbook for University Cultural Industry Management

Author: Li Kanghua
Publisher:
Publish Date: 2006-06-01
Features: Since the beginning of the 21st century, the development of China's cultural industry and cultural market has been extremely rapid, but the problems that arise during this process have also been increasing day by day. For example, under the increasing diversification of people's spiritual lives, how can cultural enterprises produce cultural products that meet consumer demand? In the face of increasingly fierce competition in the cultural market, how can cultural enterprises strengthen their own strength and expand market share? Against the backdrop of global economic integration, how can cultural enterprises enter the international market through marketing? In the face of these challenges and tests, China's cultural market participants should say that they have not made sufficient preparations. And this section relies to some extent on the unremitting efforts of Chinese cultural marketing. Marketing has already become a relatively mature discipline, but due to the uniqueness of the cultural market, general marketing theories cannot be fully adapted. Moreover, the current analytical system of Chinese cultural marketing still lacks a standardized analytical framework and discourse relations. Therefore, actively introducing advanced foreign management and operational analysis results, combining with Chinese practice, and creating an explanation and damage system that fits the development stage of China's cultural market is an inherent requirement for building a culturally distinctive Chinese marketing discipline. This textbook has made some exploration and attempts to build the discipline system of Chinese cultural marketing.