中国文化产业跨行业国际营销研究

图书

检索

图书详情

首页

英文文献

中国文化产业跨行业国际营销研究

Cross-Industrial Advancement of the Cultural Industry in China Research on International Marketing

作者：

李敏

分类：

经济学世界经济学商业经济学国际贸易学

关键词：

文化产业国际营销研究中国

出版日期：2020-06-01

ISBN：978-7-5203-6400-3

页数：246

点击量：32

立即阅读

扫码跳转手机端阅读

内容简介
书籍目录

内容简介

当今时代，各国相继启动了以先导产业为主导的跨越式、跨产业新技术革命和新产业革命。以文化创意产业为先导、对传统产业实施重塑和变革，盘活、整合跨行业、跨地区、跨国界优质资源，借助文化产品的“原产地”创造效应、品牌效应及产业关联效应，促进经济向创意经济跃迁。

本书通过中外前沿理论、实践经验及中国现实剖析，揭示了文化产业跨行业国际营销的内涵、源起及动因。基于文化产业跨行业国际营销的组织形式、空间形态及联合经济性分析，本书探讨了文化产业跨行业国际经营的产品服务营销、区域营销、国家营销功能，并为中国文化产业跨行业国际营销过程中遭遇的国际竞争、规模和品牌优势缺乏、“外来性劣势”等问题提出了管理对策。

In today's era, countries have successively launched a leapfrog and cross-industry new technological revolution and new industrial revolution led by leading industries. Take the cultural and creative industry as the guide, reshape and reform traditional industries, revitalize and integrate cross-industry, cross-regional and cross-border high-quality resources, and promote the transition of the economy to the creative economy with the help of the "origin" creation effect, brand effect and industrial linkage effect of cultural products. Through the analysis of cutting-edge theories, practical experiences and Chinese realities at home and abroad, this book reveals the connotation, origin and motivation of cross-industry international marketing in the cultural industry. Based on the organizational form, spatial form and joint economic analysis of cross-industry international marketing of cultural industry, this book discusses the functions of product and service marketing, regional marketing and national marketing of cross-industry international operation of cultural industry, and puts forward management countermeasures for the problems of international competition, lack of scale and brand advantages, and "external disadvantages" encountered in the process of cross-industry international marketing of China's cultural industry.