“红歌热”引发的红歌文化产业化运作思考.pdfVIP

摘要 摘 要 “中国红歌会”掀起的“红歌热”浪潮充分说明了红歌作为一个文化品牌已经植根于中华 大地，在广大人民群众中有着牢固的根基，同时 “红歌热”现象也引发了专家学者对于红 歌文化进行产业化运作的火热探讨。党的十七届六中全会明确指出只有促进文化事业、文 化产业、文化市场、文化产品的繁荣，才能丰富群众文化生活，提高人民文化生活质量。 对红歌文化进行产业化运作的思考也正是积极响应了这一会议精神。 本文阐述了红歌文化的社会价值和经济价值，研究了红歌文化具有的特点，并通过对 这些特点的分析得出利用“红歌热”现象来进行红歌文化产业化运作的方法。文章还对目 前发展红歌文化产业的市场环境进行了SWOT 分析，通过调研报告和STP 分析方法得出了 红歌文化的市场定位。文章尝试提出了红歌文化产业化运作的一些指导原则，力求在实践 上实现可操作性，为其他文化资源的产业化开发利用提供可参考和借鉴的理论参照。 关键词：红歌热；产业化； 市场营销 III 万方数据 Abstract Abstract The Chinese Red-song Concert lifts “red hot song tide adequately explains the Red song has been rooted in China and has a firm foundation. How to develop and take advantage of this cultural trend is still in hot discussion. With the held of 17th National Congress Chinese culture enters a new climax, and the red song hot wave further. A series of industries related with red hot song receive increasingly concern. This paper describes the social value，economic value and the general characteristics of red songs, and through the analysis of these characteristics brings up the approach of using red hot song. The article also makes SWOT analysis on the current market environment of red hot song development ，and through the research reports and STP analysis shows the market positioning and target market of red hot song. The author proposes guidelines of the development of red hot song industry, and from a marketing point of view illustrates how to develop the Red Song industry. Key Words: Red hot songs; In