本文選題：高校文化創(chuàng)意產(chǎn)品 + 營銷傳播��； 參考：《湘潭大學(xué)》2017年碩士論文

【摘要】：高校文化創(chuàng)意產(chǎn)品是傳播高校校園文化的載體,有助于提升高校的社會影響力和品牌軟實(shí)力。開發(fā)高校文創(chuàng)產(chǎn)品的目的在于加強(qiáng)高校與社會之間的交流,同時(shí)滿足受眾對校園文化、高校文創(chuàng)產(chǎn)品的需求,將承載著高校文化且經(jīng)過創(chuàng)意構(gòu)思的文創(chuàng)產(chǎn)品傳播給廣大受眾。高校文創(chuàng)產(chǎn)品作為帶有文化印記的產(chǎn)品,是以各高校特色文化為基礎(chǔ)而進(jìn)行創(chuàng)意設(shè)計(jì)、生產(chǎn)、營銷推廣的文化載體,文章對其相關(guān)的概念進(jìn)行界定,以4P理論為指導(dǎo)依據(jù)研究我國高校文化創(chuàng)意產(chǎn)品的發(fā)展現(xiàn)狀及相關(guān)問題,并提出建議。文章以國內(nèi)十所高校為重點(diǎn)考察對象,綜合考量這十所高校在文創(chuàng)產(chǎn)品方面的異同點(diǎn)、優(yōu)缺點(diǎn)。通過對產(chǎn)品策略、定價(jià)策略、渠道策略和促銷策略這四個(gè)方面進(jìn)行分析發(fā)現(xiàn),國內(nèi)高校文創(chuàng)產(chǎn)品由于品牌意識薄弱、對文創(chuàng)產(chǎn)品把關(guān)不嚴(yán)、管理機(jī)制不健全、促銷手段單一等多種原因,在文創(chuàng)產(chǎn)品的營銷傳播方面存在諸多問題,如產(chǎn)品創(chuàng)意表現(xiàn)欠佳、渠道管理不當(dāng)、線上促銷力度不夠等,總體而言高校文創(chuàng)產(chǎn)品的營銷成效不明顯。文章借鑒旅游行業(yè)、博物館等相關(guān)領(lǐng)域以及文創(chuàng)產(chǎn)品設(shè)計(jì)公司的優(yōu)秀成果,綜合國內(nèi)高校文創(chuàng)產(chǎn)品的發(fā)展現(xiàn)狀,對其營銷傳播提出建議:首先要制定詳盡的品牌戰(zhàn)略,強(qiáng)化高校品牌形象;然后要重視文創(chuàng)產(chǎn)品的創(chuàng)意設(shè)計(jì),通過設(shè)計(jì)手段提升產(chǎn)品文化價(jià)值;其次要完善管理體制,爭取政策和相關(guān)資源的支持;最后要充分利用互聯(lián)網(wǎng)營銷的優(yōu)勢,結(jié)合當(dāng)下流行的促銷方式,豐富文創(chuàng)產(chǎn)品的促銷手段。文章通過對國內(nèi)十所高校進(jìn)行研究分析,探討高校文創(chuàng)產(chǎn)品的營銷傳播策略,試圖對通過高校文創(chuàng)產(chǎn)品傳播校園文化、提高高校的社會影響力、實(shí)現(xiàn)經(jīng)濟(jì)效益的增長等方面提供一些建議和思路。
[Abstract]:The cultural and creative products of colleges and universities are the carriers of spreading campus culture, which help to enhance the social influence and brand soft power of colleges and universities. The purpose of developing the cultural creation products of colleges and universities is to strengthen the communication between the universities and the society, at the same time to meet the needs of the audiences for the campus culture and the cultural creation products of the colleges and universities, and to spread the cultural creation products carrying the university culture and the creative ideas to the broad audiences. As a product with cultural imprint, the cultural creation product of colleges and universities is the cultural carrier of creative design, production and marketing promotion based on the characteristic culture of various colleges and universities. Under the guidance of 4p theory, this paper studies the current situation and related problems of cultural and creative products in colleges and universities in China, and puts forward some suggestions. This paper focuses on ten colleges and universities in China, and synthetically considers the similarities and differences, advantages and disadvantages of these ten colleges and universities in the field of cultural creation products. Through the analysis of the four aspects of product strategy, pricing strategy, channel strategy and promotion strategy, it is found that because of weak brand awareness, lax control of Wenchuang products and imperfect management mechanism in domestic universities and colleges. There are many problems in marketing communication of Wenchuang products, such as poor creative performance, improper channel management, insufficient promotion on line and so on. Overall, the marketing effect of Wenchuang products in colleges and universities is not obvious. The article draws lessons from the tourism industry, museum and other related fields and the outstanding achievements of Wenchuang Product Design Company, synthesizes the current situation of the development of Wenchuang products in domestic colleges and universities, and puts forward some suggestions for its marketing and communication: first of all, it is necessary to formulate a detailed brand strategy. Strengthen the brand image of colleges and universities, then pay attention to the creative design of Wenchuang products, promote the cultural value of the products through the means of design, secondly, improve the management system and strive for the support of policies and related resources. Finally, we should make full use of the advantages of Internet marketing, combine the current popular promotion methods, enrich the promotion means of Wenchuang products. Through the research and analysis of ten colleges and universities in China, this paper discusses the marketing and communication strategies of the cultural creation products in colleges and universities, and attempts to spread campus culture through the cultural creation products of colleges and universities to improve the social influence of colleges and universities. To achieve economic growth and other aspects to provide some suggestions and ideas.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G124

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