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论文编号：	5041
作者编号：	2220110615
上传时间：	2013/5/17 16:54:05
中文题目：	北京文化硅谷的营销战略研究
英文题目：	Marketing Strategies Research of Beijing Cultural Silicon Valley
指导老师：	韩德昌
中文关键字：	文化产业，文化产品，北京文化硅谷，营销战略
英文关键字：	Culture Industry, Cultural Product, Beijing Cultural Silicon Valley, Marketing Strategies
中文摘要：	在经济迅猛发展的今天，社会发展强烈地表现出文化缺失，这种缺失实质上表现为日益增长的文化需求。文化作为一种新的资本要素，对提升国家软实力以及国家核心竞争力起着至关重要的作用。文化产品则是实现这一目标的重要手段。产品是产业的基础，对市场和受众需求的研究是做好文化产业必须率先考虑的要素。当前社会价值观冲突更说明文化走向市场、形成产业的必要性。 目前，全国有3.7亿青少年，其父母大多为80后，他们占社会近8亿的比重，这11亿多的受众群是人民对文化产业的刚性需求。如何打造经久不衰的文化产品至关重要，首先是产品质量，文化产品的质量，即文化内容的文明度和道德属性，这是文化产品最根本、最基础的要素；在此基础上将产品规格化、形象化、市场化，这样的产品既有广大的受众面，又可以延续下去，形成循环产业，是做文化产业的终极目标。 北京文化硅谷将营销理念植入产品中，使之与科技、时代、市场、环保、金融等方面相容，推出文化精品的同时更要把握民族的魂，以这个大思想为基础将优秀文化素材与先进展示手段合成形成文化产业大战略。文章旨在以北京文化硅谷为例，从市场营销角度对文化产品内涵及文化产业发展的关系做出分析，以说明文化产业营销要素。
英文摘要：	In today's rapid economic development, the social status strongly showed the lack of culture and the increasing cultural needs. Culture as a new capital element, it plays an extremely important role on promoting national soft power and creating national core competitiveness. Cultural products is an important means of achieving this goal. Product is the foundation of industry. In order to achieve cultural industry, it`s necessary to do researching on the demand of market and the audience`s demand. Conflicts of social values in modern society explain the necessity of cultural industry. There have been around 370 million teenagers currently in the country, most parents of these teenagers are the 80s. More than 1.1 billion audience is the people's rigid demand for cultural industry. How to make enduring cultural products is the main point. First is the quality of products, and cultural products, culture point and moral attribute of culture content is the most fundamental and basic element; On that basis, standardizing, visualizing and marketing products will not only have broad reach, but also continue forming cycle industry, it`s the ultimate goal of cultural industry. Beijing Cultural Silicon Valley added marketing philosophy into products, integrating with science and technology, times, market, environmental protection, finance and other aspects. Introduce cultural products while grasp the national soul, on that basis of the big idea, combining excellent cultural materials and advanced means of science and technology to form the culture industry strategy. This article takes Beijing Cultural Silicon Valley as example, aimed at illustrating marketing elements of cultural industry from the point view of marketing, analyzing the connotation of cultural product and the relationship between cultural industry development.
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