Cultural Marketing Strategy (How the value of history, landscape, folklore, and culture is realized)

Author: Cao Shichao
Publisher:
Publish Date: 2006-09-01
Features: Why do electronic products representing new technological advancements continue to decline in price, while ancient and outdated artworks and artifacts see their value rise over time? Can intangible history, landscapes, customs, and culture be converted into real economic value? What transformations 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. Starting from the evolution of cultural contexts—the arrival of the "Heart Era"—the author analyzes the significant role culture plays as the backdrop of social life in economic activities. He provides a thorough and precise explanation of the differences and characteristics between marketing general products and cultural products, along with the analytical steps involved, including how to determine the characteristics of cultural consumption, cultural marketing principles, enhancing the latent value of culture, fully expressing cultural connotations, and naming products in a culturally resonant 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 in marketing, cultural commercialization, and related fields at universities and colleges. It is also a must-read for the general public interested in the cultural industry and cultural marketing.