A Comparative Study On Service Marketing Of Large Public Digital Culture Projects Between China And America

The low efficiency of public digital cultural services is a bottleneck encountered in the process of constructing a modern public cultural service system in China.Service marketing,as an effective means to promote the connection between the digital cultural needs of users and public digital cultural services,can be a magic weapon for solving the "last mile" problem of serving the public.It has become the focus of concern to the administrators that how to absorb advanced foreign experience and how to establish service marketing of public digital culture in China.The U.S.'public digital culture service marketing system has been at the forefront of the world,this article focuses on the marketing of large-scale public digital cultural services in China and the U.S.,and proposes countermeasures for improving the efficiency of public digital cultural services in China.This article mainly uses the methods about survey,interview,case study,and comparative analysis to analyze and discuss the service marketing of large-scale public digital cultural projects in China and the U.S.Firstly,the related research on public digital cultural service marketing at home and abroad are scrutinized and summarized through survey methods(including literature surveys and online surveys).Secondly,through Interview method interviews with the staff of the National Public Cultural Development Center of the Ministry of Culture were conducted so as to understand the status of service marketing of the "project for the sharing of cultural information and resources".Thirdly,through case study method select two representative large-scale public cultural benefits projects in China as well as three representative large-scale public digital cultural projects in the U.S.are selected as typical cases to make comparative research in terms of their service marketing practices and other aspects.Finally,through comparative analysis of large public digital cultural projects in China and the U.S.about the current situation of service marketing(including product,channel,promotion,personnel,tangible demonstration,process six aspects)to carry on the concrete analysis,summarizes the differences and similarities,again,from the above six aspects point out improve China's public digital cultural service marketing are made,mainly manifested as pay attention to "product"quality and service level promotion,cooperate with schools and pay attention to users'education,recruit volunteers extensively and balance resource promotion,introduce service marketing specialist and strengthen personnel training,integrate creative thinking and implement content marketing strategy,clear users' body and improve service pertinence.Therefore constantly improve our public digital culture service marketing construction and serve the public better.