新时代赣南红色文化市场化传播策略研究  

Research on the Marketing Communication Strategy of Gannan Red Culture in the New Era

作　　者：李斌[1] 潘理 Li Bin;Pan Li(School of journalism and communication,Gannan Normal University,Ganzhou Jiangxi 341000,China)

机构地区：[1]赣南师范大学新闻与传播学院,江西赣州341000

出　　处：《曲靖师范学院学报》2020年第1期24-29,共6页Journal of Qujing Normal University

基　　金：江西省社科十二五规划一般项目“中央苏区振兴背景下红色文化传播路径的挖掘与创新研究”(13XW04);江西省高校人文社科一般项目“红色文化市场化策略研究”(XW1501)。

摘　　要：新时代要使赣南红色文化资源在赣南等原中央苏区振兴发展中发挥更大作用,凸显更大价值,产生更大效能,就需创新其市场化传播策略。基于当前赣南红色文化资源现状,市场化传播原则和困境,提出赣南红色文化产业要增强文化产品的供给质量,以新科技助推当地红色文化产业,打造赣南红色文化实景演艺项目,延伸红色文化产业链,加强赣南红色文化人才建设,优化人力资源配置结构等策略。In a new era,in order to make Gannan's red cultural resources play a greater role in the revitalization and development of Gannan and other former central Soviet areas,highlight greater value and produce greater efficiency,it is necessary to innovate its marketing communication strategy.Based on the current situation of Gannan's red cultural resources,the principles and difficulties of market-oriented communication,this paper puts forward some strategies for Gannan's red cultural industry,such as enhancing the supply quality of cultural products,boosting the local red cultural industry with new technologies,creating Gannan's red cultural performance projects,extending the red cultural industry chain,strengthening the construction of Gannan's red cultural talents,and optimizing the allocation structure of human resources.

关 键 词：新时代 赣南红色文化 市场化 传播策略 

分 类 号：G127[文化科学]