诱导文化消费的心理战术探索  

Exploration on psychological tactics of inducing cultural consumption

作　　者：徐望 XU Wang(Purple Academy of Culture&Creativity,Nanjing University of the Arts,Nanjing Jiansu 210013,China;Jiangsu Provincial Academy of Culture and Arts,Nanjing Jiansu 210005,China)

机构地区：[1]南京艺术学院紫金文创研究院,江苏南京210013 [2]江苏省文化艺术研究院,江苏南京210005

出　　处：《未来与发展》2023年第4期7-10,共4页Future and Development

基　　金：国家社科基金项目“多元融通视域下的新时代文化消费研究”(22BH143)。

摘　　要：较之物质消费心理,文化消费心理的可诱导性更强。通过诱导消费者的文化消费心理,可以对拉动文化消费发挥现实作用。随着中国特色社会主义进入新时代,中国民众对于美好精神文化生活的需求日益增长。近来来,中国民众文化消费心理呈现出一系列变化发展趋势。对此,要研究把握。当代文化产业经营主体可实施的营销心理战术包括:运用大数据技术精准读心;产品创意设计要精准攻心;注重情感导入以精准贴心;文化价值言说要深入人心;提升供给品质以长效走心。Compared with material consumption psychology,cultural consumption psychology is more inducible.By inducing consumers'cultural consumption psychology,it can play a practical role in stimulating cultural consumption.As socialism with Chinese characteristics enters a new era,the Chinese people's demand for a better spiritual and cultural life is growing.Recently,Chinese people's cultural consumption psychology has shown a series of changing trends.In this regard,to study grasp.The marketing psychological tactics that can be implemented by contemporary cultural industry operators include:using big data technology to accurately read the;product creative design should be precise;focus on emotional import to accurate intimate;cultural value should be deeply rooted in the hearts of the people;improve supply quality for long-term success.

关 键 词：文化消费 文化消费心理 心理战术 文化营销 

分 类 号：G124[文化科学]