我国特色文化产品区域品牌营销机制构建研究∗

摘要

我国拥有丰富的传统特色文化资源，近年来，由于受各种宏观和微观因素的影响，在大力发展以文化产品为代表的特色文化产业的同时，面临着产品销售方面的困境，以致带来资金流动不畅、品牌形象模糊、产品创新度不够等问题，亟待构建特色文化产品大数据品牌营销机制，采取有效策略提升特色文化产品区域品牌营销效率。%The traditional culture resources is rich in our country. In recent years, due to the effect of a variety of macro and micro factors, while developing the characteristic cultural industry represented by cultural products, it faces with the plight of product sales, so that brings problems such as cash flow not free, brand image fuzzy and product innovation insufficient. For this, we need to build the marketing mechanism of big data brand of characteristic cultural products, adopt effective strategies to improve the efficiency of regional brand marketing of the characteristic cultural products.