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文化营销,即是利用文化或文化活动组织营销的过程。文化营销将文化因素渗透到企业营销的整个过程,提升了产品及服务的附加值,有利于打造企业核心竞争力,确立差异化竞争优势。本文从文化营销的角度,通过分析歙砚文化的价值及其产业发展中存在的问题,提出相关的文化营销策略,为歙砚在今后的发展中指明方向,促进歙砚文化更好的传播和发展。
Cultural marketing, that is, the use of cultural or cultural activities organized marketing process. Cultural marketing infiltrates the cultural factors into the whole process of corporate marketing, enhances the added value of products and services, helps build the core competitiveness of enterprises, and establishes differentiated competitive advantages. This article from the perspective of cultural marketing, through the analysis of the value of Tan Yan culture and the problems in its industrial development, put forward relevant cultural marketing strategies for the future development of Tan Yan pointed out that the direction of promoting Yan Tan culture better communication and development of.