Research on the mode of the development and marketing approaches of cultural products in universities

摘要

With the constant achievements we have been making on the implementation of the reform and opening-up policy,Chinese culture industry has been hold in increasingly greater account,and especially the university culture,which plays a crucial role in the domestic culture industry.University culture-based products will provide the school culture itself an extremely great platform to increase its influence.This paper analyzes the problems existing in the present development of culture products and also causes of them in scientific ways systematically,and finally raises the idea of applying "cultural product development model" to develop university cultural products.In the meantime,this paper presents some marketing strategies from different angles,aiming at promoting the standardization of University cultural products with the help of the strength provided by both cultural and commercial patterns.