现代文体活动市场发展研究.docVIP

现代文体活动市场发展研究 　　摘要：文体活动在人类社会发展进程中发挥着重要的作用。一直以来，人们单调重复的日常生活因为各种各样的文体活动而变得丰富多彩，甚至一个最微不足道的借口就可以创造一场精彩的庆祝盛宴。虽然许多文体活动起源于宗教或者历史传统，但今天它们都成为一个地方吸引游客的理由之一。虽然全球化的通信技术让今天的人们交流起来更加便捷和便宜，但这些现代化的交流工具并不能完全满足人们作为群居生物的某些特定要求。与其他不同的，文体活动市场的发展因满足了人们群居活动的独特愿望，逐步成为了现代社会发展最快的交流工具和媒介。本文将文体活动置于经济全球化背景下，研究分析了其市场特征、营销特点、发展趋势以及在商业活动中的地位和作用。 　　关键词：文化活动市场 文化经济交流 商机 创意产业 　　1.Introduction 　　The word ‘Marketing’ is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products. Generally speaking， marketing is an ongoing process of planning and executing the marketing mix， Product， Price， Place， Promotion often referred to as the 4 Ps， for products， services or ideas to create exchange between individuals and organizations. 　　The concept of managing the marketing mix suggests that each variable or ingredient of the mix must contribute to some overall product image determined in advance by management. Individual variables must be supportive of each other and contribute towards the desired overall image. 　　Essentially， marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire， but are willing to buy. Therefore good marketing must be able to create a ‘proposition’ or set of benefits for the end customer that delivers value through products or services. 　　The term ‘event marketing’ is used to describe a variety of activities， including the ‘marketing of events and marketing with event’. Events have played an important role in human society for a long term. The tedium of daily life， with its constant up and downs， was broken up by events of all kinds- in most societies the slightest excuse could be found for a good celebration. For example， in Europe， particularly before the industrial revolution routine daily activities were regularly interspersed with festivals. Many of these events play a contemporary role by attracting tourists