伴隨著經(jīng)濟(jì)全球化的迅猛發(fā)展,世界各國(guó)之間的影響與互動(dòng)愈益加強(qiáng),國(guó)與國(guó)之間的文化交流日益發(fā)展,不同的文化思想在世界范圍內(nèi)傳播。在此背景下,文化產(chǎn)業(yè)獲得了迅速而健康的發(fā)展,特別是文化產(chǎn)品的跨國(guó)輸出已經(jīng)成為國(guó)際市場(chǎng)上惹人注目的新亮點(diǎn)。但是,在我國(guó),文化產(chǎn)業(yè),特別是文化產(chǎn)品參與國(guó)際市場(chǎng)競(jìng)爭(zhēng),仍處于初級(jí)階段。因此目前國(guó)內(nèi)有關(guān)綜合各方因素、系統(tǒng)分析研究我國(guó)文化產(chǎn)品國(guó)際營(yíng)銷策略的相關(guān)文獻(xiàn)較少。本文的主要研究目的就是有針對(duì)性地提出中國(guó)文化產(chǎn)品參與國(guó)際市場(chǎng)競(jìng)爭(zhēng)可采取的國(guó)際營(yíng)銷策略,以期為中國(guó)文化產(chǎn)品在全球化背景下更好地融入世界文化市場(chǎng)、中國(guó)文化企業(yè)更好地抓住并利用當(dāng)前發(fā)展機(jī)遇、從而促進(jìn)我國(guó)國(guó)際文化貿(mào)易繁榮、推動(dòng)我國(guó)國(guó)民經(jīng)濟(jì)持續(xù)有力發(fā)展提供理論依據(jù)。本文綜合運(yùn)用文獻(xiàn)綜合研究方法、宏觀與微觀相結(jié)合的研究方法以及案例研究方法,全面分析了當(dāng)代全球文化產(chǎn)品國(guó)際貿(mào)易和中國(guó)文化產(chǎn)品出口的發(fā)展現(xiàn)狀,系統(tǒng)分析了在當(dāng)前全球金融危機(jī)的背景下中國(guó)文化產(chǎn)品所面臨的國(guó)際營(yíng)銷環(huán)境,并在此基礎(chǔ)上運(yùn)用SWOT分析方法對(duì)中國(guó)文化產(chǎn)品在國(guó)際市場(chǎng)上的競(jìng)爭(zhēng)優(yōu)勢(shì)和劣勢(shì)以及在國(guó)內(nèi)外所面臨的機(jī)遇和挑戰(zhàn)進(jìn)行了詳細(xì)剖析,進(jìn)而提出了中國(guó)文化產(chǎn)品進(jìn)入國(guó)際市場(chǎng)... 

【文章來(lái)源】：天津財(cái)經(jīng)大學(xué)天津市

【文章頁(yè)數(shù)】：111 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
ACKNOWLEDGEMENT
內(nèi)容摘要
ABSTRACT
Introduction
Chapter I. Literature Review
    1.1 The Literature Review on International Marketing Theories
    1.2 The Literature Review on Cultural Industry Theories
    1.3 The Domestic Related Research Overview of International Marketing Theories of Cultural Products
Chapter II. The Analysis on the International Trade of Cultural Products
    2.1 The Status Quo of the International Trade of Global Cultural Products
    2.2 The Status Quo of the Export of China’s Cultural Products
    2.3 Summary
Chapter III. The SWOT Analysis on China’s Cultural Products Entering International Market
    3.1 The Analysis of International Environmental Factors under the Background of Current Financial Crisis
    3.2 The Strengths of China’s Cultural Products in International Market
    3.3 The Weaknesses of China’s Cultural Products in International Market
    3.4 The Opportunities for China’s Cultural Products to Enter International Market
    3.5 The Threats for China’s Cultural Products to Enter International Market
    3.6 Summary
Chapter IV. The Target Marketing Strategies of China’s Cultural Products in International Market
    4.1 The International Market Segmentation
    4.2 The Selection for International Target Market
    4.3 The International Market Positioning
    4.4 Summary
Chapter Ⅴ. The Marketing Mix Strategies of China’s Cultural Products in International Market
    5.1 The Product Strategy of China’s Cultural Products in International Market
    5.2 The Pricing Strategy of China’s Cultural Products in International Market
    5.3 The Distribution Channel Strategy of China’s Cultural Products in International Market
    5.4 The Promotion Strategy of China’s Cultural Products in International Market
    5.5 Summary
Conclusion
Bibliography


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