经济全球化背景下南京市商业文化传播路径优化策略  

Optimization Strategy of Nanjing Commercial Culture Communication under the Background of Economic Globalization

作　　者：孙新章[1] SUN Xin-zhang(Jiangsu Vocational Institute of Commerce,Nanjing 211168,Jiangsu,China)

机构地区：[1]江苏经贸职业技术学院,江苏南京211168

出　　处：《江苏经贸职业技术学院学报》2025年第2期10-13,共4页Journal of Jiangsu Institute of Commerce

基　　金：2024年度中国商业史学会专项(苏商研究)一般课题(24CJCH020);江苏省教育科学“十四五”规划2021年度项目(职教立项)一般课题(D/2021/03/08)。

摘　　要：近年来,南京市的商业规模持续扩大,零售业态日益丰富,数字化转型速度加快。南京市商业文化有厚重的历史文化底蕴和鲜明的特色。经济全球化推动了南京商业文化走向世界,同时带来了挑战和风险。针对南京市商业文化传播过程中的问题,建议从全球化视角制订商业文化策略,加强国际化品牌建设,拓展多元化、全球化的传播渠道,内容创新与本土化结合,加大政策及资金支持力度。In recent years,the commercial scale of Nanjing has continued to expand,the retail formats have become increasingly rich,and the digital transformation has accelerated.Nanjing commercial culture has a profound historical and cultural heritage and distinct characteristics.Economic globalization has promoted Nanjing s commercial culture to the world,but also brought challenges and risks.In view of the problems in the process of commercial culture communication in Nanjing,it is suggested to formulate commercial culture strategies from the perspective of globalization,strengthen international brand construction,expand diversified and global communication channels,combine content innovation with localization,and increase policy and financial support.

关 键 词：经济全球化 南京市 商业文化传播 

分 类 号：G127[文化科学]