文化创意产业营销策略创新的问题与对策研究
摘 要
本文概述了文化创意产业的定义、营销特点及发展趋势，并探讨了其在经济与社会方面的重要价值，指出文化创意产业已成为经济增长的新引擎，促进了产业融合与升级，推动了市场扩展与消费升级。然而，文化创意产业在营销策略创新方面面临诸多问题，如过度依赖传统渠道、线上线下融合不足、产品创新匮乏以及品牌建设滞后等。为解决这些问题，本文提出了相应的创新对策，包括平衡传统与新兴渠道、构建全渠道营销体系、加强原创产品研发以及明确品牌定位。这些对策旨在推动文化创意产业营销策略的创新与发展，提升其市场竞争力，进而促进文化创意产业的持续繁荣与发展，为经济增长和社会进步贡献力量。
关键词：文化创意产业；营销策略；创新困境
RESEARCH ON THE PROBLEMS AND COUNTERMEASURES OF MARKETING STRATEGY INNOVATION IN CULTURAL AND CREATIVE INDUSTRY
ABSTRACT
This paper summarizes the definition, marketing characteristics and development trend of cultural and creative industry, and discusses its important value in economic and social aspects. It points out that cultural and creative industry has become a new engine of economic growth, promotes industrial integration and upgrading, and promotes the market expansion and consumption upgrading. However, the cultural and creative industry faces many problems in the innovation of marketing strategies, such as over-reliance on traditional channels, lack of online and offline integration, lack of product innovation and lagging brand construction. To solve these problems, this paper puts forward corresponding innovative countermeasures, including balancing traditional and emerging channels, building omni-channel marketing system, strengthening original product research and development, and making clear brand positioning. These countermeasures aim to promote the innovation and development of marketing strategies of cultural and creative industry, enhance their market competitiveness, and then promote the continuous prosperity and development of cultural and creative industry, and contribute to economic growth and social progress.
KEY WORDS：Cultural and creative industry, marketing strategy, innovation dilemma
目 录
摘 要 I
ABSTRACT II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 研究目的和内容 1
1.3 国内外研究现状 1
第2章 文化创意产业相关概述 3
2.1 文化创意产业的定义 3
2.2 文化创意产业营销的特点 3
2.3 文化创意产业的发展趋势 3
第3章 文化创意产业的经济与社会价值 5
3.1 经济增长新引擎 5
3.2 产业融合与升级 5
3.3 市场扩展与消费升级 5
第4章 文化创意产业营销策略创新问题分析 7
4.1 过度依赖传统渠道 7
4.2 线上线下融合不足 7
4.3 产品创新不足 7
4.4 品牌建设滞后 8
第5章 文化创意产业营销策略创新对策 9
5.1 平衡传统与新兴渠道 9
5.2 构建全渠道营销体系 9
5.3 加强原创产品研发 9
5.4 明确品牌定位 10
第6章 结论 11
参考文献 12
致 谢 13
