基于民族产品营销的民族文化传承研究——以少数民族特色家居产品营销为例  

Research on the National Cultural Heritage Based on the National Product Marketing:Taking the Marketing Strategy of Household Products with Minority Characteristics as an Example

作　　者：高青龙[1] 

机构地区：[1]长沙理工大学外国语学院,湖南长沙410114

出　　处：《贵州民族研究》2016年第10期186-189,共4页Guizhou Ethnic Studies

基　　金：国家社科基金青年项目"中国梦与美国梦的比较研究"(项目编号:14CZX010)的研究成果

摘　　要：民族产品保护传承的前提是融入到时代环境中,适应时代需求,并从中汲取有益成分来发展和完善。市场经济环境下,市场化是民族产品的必然选择,民族产品的市场营销不可或缺。营销策划的过程是产品价值发掘和消费者需求契合的过程,民族产品在内涵、工艺、材质、审美等方面体现的民族文化个性与消费者需求的契合意味着民族产品的营销一定意义上也是民族产品的文化传播和传承。The premise of the protection and heritage of the national product is to integrate into the environment,adapt to the needs of the times,and draw useful components to its development and improvement. Under the market economy environment, the marketization is the inevitable choice of the national product, and the national product marketing is indispensable. The process of marketing planning is the process of product value discovery corresponding to consumers＇ demand. The reflection of the individuality in national culture of the national product from its connotation, technology,material,aesthetic and other aspects corresponding to the consumers＇ demand means that the national product marketing is also a sense of the cultural transmission and heritage of the national product.

关 键 词：营销 民族产品 家居 

分 类 号：C913.3[经济管理]