The Research Of The Constellation Culture’s Commercial Spread And Its Influence

Since the1980’s has been introduced into China, the western astrology "constellation"concept in China the spread of mass media and improvement under, has gradually developedinto foreign culture from a new common believe China’s "constellation theory", even intofashion popular "constellation culture". Constellation culture by take the network as therepresentative to the diversity of the media has been appearing in the popular web site,newspaper magazine column in the variety show even fashion, and was to teenagers as themain body of the audience in great demand. These constellations lovers on the constellationcultures have different level of understanding and love, have more very person depending onthe constellation culture work for themselves the only life guidance, on the constellationculture to form a fascination with depth. At the same time, constellation culture has become abusiness and advertising artist’s pet, on the market and constellation culture about productemerge in endlessly, the twelve signs point to creative business promotion activities more andmore, constellation culture has gradually from the pure mass culture into a commercialmarketing communication element, the commercialization of the constellation culture spreadhas gradually formed and rise.This paper to sign the commercialization of the culture spread and influence research topicto sign the commercialization of the cultural dissemination as the research object, by themarketing communication as the theoretical foundation, at the same time reference sociology,psychology and pedagogy research achievements, to sign the spread of culture in China as theresearch process of the breakthrough point, in the constellation systematic culture in China indifferent periods of the basic situation based on transmission, and analyses the constellationof commercial culture communication problem: including commercial spread formationcause and communication forms, communication strategy and characteristics; Especially onthe constellation commercial culture spread the positive marketing value and negative socialinfluence further reveals; For constellation commercia l culture spread the negative effects,from society to government regulation, industry subject, the audience group, etc andconstellation culture communication activity the responsibility of the relevant commercialgroups are put forward corresponding solutions, regulate inappropriate communicationactivity, make its negative social influence to the minimum to economic interests and thedevelopment of the society harmony, for future culture spread to provide the realisticcommercial signs of a value guidance level.