文化营销的七种评价法

文化的营销是整个文化产品价值链条中值得特别关注的部分,因为它决定着文化产品价值的最终实现状况和文化产业的可持续发展。目前台湾的文化产业,特别是文化表演艺术领域,营销环节较为薄弱,呈现出一种“重产品,轻营销”的局面。营销对于业者似乎只是“折扣票”或者“广告宣传”。在这样一个背景下,本文将营销学的七种理论和文化产业结合起来,提出了一个针对文化产品营销的科学的分析评价方法,并结合台湾宜兰国际童玩节做实证研究。

Seven Ways of Evaluating Culture Marketing

Culture marketing is an attractive part in the chain of cultural products because it determines the final status and sustained development of products' value.In Taiwan,Culture marketing is very weak in its industry especially in cultural performance art,and this is only a discounted ticket or advertisement.Under this circumstance,this paper combines the seven theories with cultural industry,and put forward a scientific way of evaluation.While this study adopts a positivism following Yilan International Festival.