我国高校文化创意产品营销传播研究

发布时间：2018-05-06 19:40

本文选题：高校文化创意产品 + 营销传播　；参考：《湘潭大学》2017年硕士论文

【摘要】：高校文化创意产品是传播高校校园文化的载体,有助于提升高校的社会影响力和品牌软实力。开发高校文创产品的目的在于加强高校与社会之间的交流,同时满足受众对校园文化、高校文创产品的需求,将承载着高校文化且经过创意构思的文创产品传播给广大受众。高校文创产品作为带有文化印记的产品,是以各高校特色文化为基础而进行创意设计、生产、营销推广的文化载体,文章对其相关的概念进行界定,以4P理论为指导依据研究我国高校文化创意产品的发展现状及相关问题,并提出建议。文章以国内十所高校为重点考察对象,综合考量这十所高校在文创产品方面的异同点、优缺点。通过对产品策略、定价策略、渠道策略和促销策略这四个方面进行分析发现,国内高校文创产品由于品牌意识薄弱、对文创产品把关不严、管理机制不健全、促销手段单一等多种原因,在文创产品的营销传播方面存在诸多问题,如产品创意表现欠佳、渠道管理不当、线上促销力度不够等,总体而言高校文创产品的营销成效不明显。文章借鉴旅游行业、博物馆等相关领域以及文创产品设计公司的优秀成果,综合国内高校文创产品的发展现状,对其营销传播提出建议:首先要制定详尽的品牌战略,强化高校品牌形象;然后要重视文创产品的创意设计,通过设计手段提升产品文化价值;其次要完善管理体制,争取政策和相关资源的支持;最后要充分利用互联网营销的优势,结合当下流行的促销方式,丰富文创产品的促销手段。文章通过对国内十所高校进行研究分析,探讨高校文创产品的营销传播策略,试图对通过高校文创产品传播校园文化、提高高校的社会影响力、实现经济效益的增长等方面提供一些建议和思路。
[Abstract]:The cultural and creative products of colleges and universities are the carriers of spreading campus culture, which help to enhance the social influence and brand soft power of colleges and universities. The purpose of developing the cultural creation products of colleges and universities is to strengthen the communication between the universities and the society, at the same time to meet the needs of the audiences for the campus culture and the cultural creation products of the colleges and universities, and to spread the cultural creation products carrying the university culture and the creative ideas to the broad audiences. As a product with cultural imprint, the cultural creation product of colleges and universities is the cultural carrier of creative design, production and marketing promotion based on the characteristic culture of various colleges and universities. Under the guidance of 4p theory, this paper studies the current situation and related problems of cultural and creative products in colleges and universities in China, and puts forward some suggestions. This paper focuses on ten colleges and universities in China, and synthetically considers the similarities and differences, advantages and disadvantages of these ten colleges and universities in the field of cultural creation products. Through the analysis of the four aspects of product strategy, pricing strategy, channel strategy and promotion strategy, it is found that because of weak brand awareness, lax control of Wenchuang products and imperfect management mechanism in domestic universities and colleges. There are many problems in marketing communication of Wenchuang products, such as poor creative performance, improper channel management, insufficient promotion on line and so on. Overall, the marketing effect of Wenchuang products in colleges and universities is not obvious. The article draws lessons from the tourism industry, museum and other related fields and the outstanding achievements of Wenchuang Product Design Company, synthesizes the current situation of the development of Wenchuang products in domestic colleges and universities, and puts forward some suggestions for its marketing and communication: first of all, it is necessary to formulate a detailed brand strategy. Strengthen the brand image of colleges and universities, then pay attention to the creative design of Wenchuang products, promote the cultural value of the products through the means of design, secondly, improve the management system and strive for the support of policies and related resources. Finally, we should make full use of the advantages of Internet marketing, combine the current popular promotion methods, enrich the promotion means of Wenchuang products. Through the research and analysis of ten colleges and universities in China, this paper discusses the marketing and communication strategies of the cultural creation products in colleges and universities, and attempts to spread campus culture through the cultural creation products of colleges and universities to improve the social influence of colleges and universities. To achieve economic growth and other aspects to provide some suggestions and ideas.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G124

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