Cultural Marketing: 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 increasingly diverse spiritual lives of people, 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 enhance 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 players can be said to 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 fully apply. Moreover, the current analytical system of Chinese cultural marketing lacks a standardized analytical framework and discourse relations. Therefore, actively introducing advanced foreign management and operational analysis achievements, combining with Chinese practices, and creating an interpretation and evaluation system that aligns with the development stage of China's cultural market is a necessary part of building a culturally distinctive Chinese marketing discipline. This textbook has made some explorations and attempts to establish the disciplinary system of Chinese cultural marketing.