重庆乡土文化创意产品营销策略研究

重庆乡土文化创意产品营销策略研究
摘 要

在文化创意产业日益兴起的今天，文化创意产业越来越引起政府的重视和支持。作为能够产生巨大产值的创意产业发展链条上的实体部分，文化创意产品的生产、营销、消费开始受到空前重视，进入了一个创意产品的营销时代。而乡土文化创意产品作为农村文化的一种创意和传承，给农村地区文化和经济的发展提供了一个有效的载体。
本文首先对文化创意产业及产品的研究现状进行概括，对乡土文化创意产品的基本理论进行探讨。然后分别对重庆乡土文化创意产品市场和乡土文化创意产品消费者的购买行为进行了分析。在此基础上提出重庆乡土文化创意产品营销战略和营销策略的选择，并最后得出相关结论。
关键词：乡土文化 创意产品 营销战略 营销策略

ABSTRACT

The cultural and creative industries are booming increasingly, they attract the attention and support of government. As a physical part which can bring tremendous value to the creative industries, the production, marketing and consumption of cultural and creative industries began to receive unprecedented attention. It’s a creative product marketing time. As a originality and lineage ,the local cultural and creative products afford an effective carrier for the development of culture and economy in country.
At first, this article summarizes the research of cultural and creative industries and productsand,and it discusses the basic theory of the local cultural and creative products. Then it analyzes the local cultural and creative products in Chongqing marketing and the consumer behavior. On this basis ,the paper chooses the maekrting  strategy and tactics of cultural and creative production in Chongqing local market. Finally,it gets the relevant conclusions.
Keywords：local culture  creative products  marketing strategy  marketing strategy

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