新媒体时代文化产业的媒介营销趋势与策略  

Media Marketing Trends and Strategies of the Cultural Industry in the New Media Era

作　　者：张欢 ZHANG Huan(Yangjiang Campus of Guangdong Ocean University)

机构地区：[1]广东海洋大学阳江校区

出　　处：《中国商论》2021年第21期117-119,共3页China Journal of Commerce

摘　　要：随着我国经济的发展和现代信息技术的普及,新媒体行业异军突起,在我国发展势头正猛,一大批草根人员凭借着新媒体发家致富。在此情况下,依托新媒体,许多产业项目都实现了新的发展。就文化产业而言,营销机制和策略都面临着机遇与挑战,亟待进行深入研究。本文主要围绕目前新媒体时代文化产业的发展趋势,就媒介营销趋势与策略展开分析,希望对我国新媒体文化产业发展有所帮助。With the development of China's economy and the popularization of modern information technology,the new media industry has emerged as a new force.The momentum of development in China is fierce,and a large number of grassroots people have become rich by virtue of new media.In this case,relying on new media,many industrial projects have achieved new development.As far as cultural industry is concerned,marketing mechanism and strategy are facing both opportunities and challenges,which need to be further studied.This paper mainly focuses on the development trend of the cultural industry in the current new media era,and analyzes the trend and strategy of media marketing,hoping to be helpful to the development of China's new media cultural industry.

关 键 词：新媒体时代 文化产业 媒介营销 营销策略 互联网营销 

分 类 号：F724.6[经济管理—产业经济]