The Research Of Marketing Tactic Of Cultural Products In Chinese Cultural Institutions

In recent years,with the continuous development of China’s economic construction,people’s living standards continue to improve and the demand for cultural construction grows.As a very important part of cultural construction,cultural industry has been paid more and more attention.The cultural product of cultural institute,which is the combination of collection and product,provide the mass with the aim of recreation and appreciation,with also plays the role of culture communication.Because of that,it has been focused by society.Its speed of development has also been rapidly.However,it is undeniable that the development of cultural product of cultural institutions in China has several characteristics including the mismatching of speed and quantity,the low overall level and the immaturity of many factors.Especially in terms of marketing tactic,the cultural products of China’s cultural institutions are still quite backward.Those problems are to be solved.Throughout the previous studies,the focus on the macro-development and the layout of cultural industry are frequently seen,while the research on cultural products,especially the cultural products of cultural institutions are quite a few.Even if is the study of that,it mainly focuses on the explanation of only one aspect.The research of marketing tactic,especially the entire tactic is hardly seen until now.This thesis will start from the history and development of the cultural industry,cultural institution and cultural products.Then it will describe the current situation of China’s cultural products of cultural institutions.By using the 4P marketing tactic combination theory,this thesis will expose the various problems of the marketing thesis of cultural institutions in China,and introduce the domestic and foreign advanced cultural institutions and cultural products marketing strategy to make a comparison and a reference.Finally,the thesis will give some advice for the marketing tactic of China’s cultural products in cultural institutions,with also draws the related conclusion.