摘要
在文化产业推进发展的过程中,传媒扮演着重要的传播与营销文化产品的角色。在传播媒介由传统媒体时代转型到新媒体时代的同时,文化产业的营销方法与之相适应地发生了变革,由传统的面向大众的营销方法,转向了依赖于社会化媒体的新的营销方式。
In the background of social media time,this paper,combining the analysis result of marketing theory and value chain of culture industry,analyzes the new trend of marketing part on the value chain of culture industry in social media time. During the promotion of culture industry,media playing an important role of communicating and marketing.In the development from traditional media to new media time,the mode of culture industry marketing management was also reformed,from the traditional mode that face to the public to a new marketing mode based on the social media communication. In view of AISAS marketing mode,this paper is based on classical cases,analyzes the new marketing mode of culture industry in social media time,and reflects on consider sharing communication and new marketing way to the success of culture industry in social media time.
作者
司思
周鸿铎
SI Si;ZHOU Hongduo
出处
《湖南师范大学社会科学学报》
CSSCI
北大核心
2017年第2期36-41,共6页
Journal of Social Science of Hunan Normal University
