论文部分内容阅读
中国的媒体经营在经历了几十年的摸索发展之后,已经逐步形成或者建立了各自不同的特点及发展发向,但对于文化营销理论还处在完善与传播中。影响中国媒体经营业绩的不仅仅是市场环境和竞争因素,一个更虚无但同样重要的领域是媒体经营文化。文化是什么?文化就是一种观念,媒体战略的使命和具体形成在很大程度上受到观念影响。我们的媒介现在正处在大的变革时期,而且竞争非常激烈。从外部
After decades of exploration and development, China’s media businesses have gradually formed or established different characteristics and development directions, but the theory of cultural marketing is still in the process of being perfect and spreading. The impact on the performance of the Chinese media business is not just the market environment and competitive factors. A more virtual but equally important area is the media business culture. What is Culture? Culture is an idea. The mission and concrete formation of a media strategy are largely influenced by concepts. Our media is now in a period of great change and the competition is fierce. From outside