| 论文化营销构念 |
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| 引用本文： | 朱陶.论文化营销构念[J].渝州大学学报(社会科学版),2009(5):57-60. |
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| 作者姓名： | 朱陶 |
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| 作者单位： | 四川文理学院中文系,四川达州635000 |
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| 基金项目： | 四川省教育厅重点资助课题”论营销策略中的文化营销”（项目编号：07sb031） |
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| 摘 要： | 应用社会及行为科学研究方法，分析研究目前文化营销概念界定出现较大分歧的原因，确定文化营销属于特殊类概念——构念，即研究者依据研究的需要所仔细建构或“发明”的一种概念；对其作出相应的文义性定义，种概念属“营销方式”类别，属差为时代性、对应性、导向性、独特性特征；并指出该课题的研究应由“概念化”界定逐步向“操作化”界定，即由思辨研究向实证研究过渡。
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| 关 键 词： | 文化营销 构念 文义性定义 操作性定义 |
On cultural marketing concept |
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| ZHU Tao.On cultural marketing concept[J].Journal of Yuzhou University(Social Sciences Edition),2009(5):57-60. |
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| Authors: | ZHU Tao |
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| Institution: | ZHU Tao (Chinese Department, Sichuan College of Arts and Science, Sichuan Dazhou 635000, China) |
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| Abstract: | This paper uses social and behavioral science research method to analyze and study the divergent reasons for the definition of present cultural marketing, ensure cultural marketing to belong to a concept-a special idea, i. e. , the concept is invented by researchers based on the demand. The definition of the concept has the characteristics of era, correspondence, targeting and individuality. The author points out that this definition develops from conceptualization to operation, i. e. , the research of this definition should transfer from discrimination to positivism. |
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| Keywords: | cultural marketing a special concept literary definition operational definition |
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