地方红色文化传播的营销思维与策略选择——以佛山打造“红色文化名片”为例  

Marketing thinking and strategic choices of local red culture communication——Taking Foshan's creation of a"red cultural card"as an example

作　　者：胡庆亮 刘思畅 HU Qingliang;LIU Sichang(School of Marxism,Foshan University,Foshan 528000,China)

机构地区：[1]佛山大学马克思主义学院,广东佛山528000

出　　处：《佛山科学技术学院学报(社会科学版)》2025年第1期59-65,共7页Journal of Foshan University(Social Science Edition)

基　　金：2021年广东省重点建设学科科研能力提升项目(2021ZDJS098)。

摘　　要：近年来,随着国内外形势变化,红色文化传播遭遇诸多新情况、新问题。尤其是地方红色文化,受主客观条件限制,传播难度进一步加大。这无论对传播的主体和客体还是内容和方式,都提出了更高要求。佛山革命历史悠久,红色文化资源丰富,其中多项入选“红色文化名片”,但同样面临知名度不高、影响力有限的窘境。鉴于此,运用营销思维传播地方红色文化不失为一种有益尝试。营销思维以顾客满足为导向,将红色文化视为一种具有特定社会功能和价值的产品,并按照规范的流程和方法加以实施,以便于受众更好地接受和认同。具体来说,首先,通过STP(市场细分、选择目标市场、市场定位)圈定传播受众;其次,通过4P(产品策略、拉动策略、推动策略、民调和数据营销策略)优化传播组合,从而不断提升地方红色文化的知名度和美誉度。In recent years,with the changes in domestic and international situations,the dissemination of red culture has encountered many new situations and problems.Especially local red culture,limited by various conditions,the difficulty of dissemination further increases.This puts higher demands on the subject and object of communication,as well as the content and methods.Foshan has a long history of revolution and abundant red cultural resources,many of which have been selected as"red cultural business cards".However,it also faces the dilemma of low popularity and limited influence.In view of this,promoting the dissemination of local red culture from a marketing perspective can be a beneficial attempt.Marketing is customer-oriented,viewing red culture as a product with specific social functions and values,and implementing it according to standardized processes and methods to facilitate better acceptance and recognition by the audience.Specifically,firstly,delineate the target audience through STP(segmentation,targeting,positioning);Secondly,by optimizing the communication mix through 4P(product,price,place,and promotion),we can continuously enhance the visibility and reputation of local red culture.

关 键 词：地方红色文化 营销思维 策略选择 

分 类 号：G127.65[文化科学]