文化营销概念研究的现状管理学论文.docVIP

文化营销概念研究的现状_市场营销论文_管理学论文_ 【摘　要】简述了国内关于文化营销概念研究的现状,指出在文化营销概念的类别归属、本质特征和文化内涵等方面尚存在较大分歧。运用社会及行为科学研究方法,将文化营销确定为特殊类概念———构念,对文化营销构念重新作出文义性定义,并建议对文化营销构念的研究应从“概念化”逐步过渡到“操作化”,即从思辨研究过渡到实证研究。 Abs trac t: This paper has introduced the situation of research on the concep t culturalmarket in China, and pointed out the differ ences in its categories, inherent characters and cultural connotation. This paper attemp ts to give a definition of constructive concep t culturalmarket in a specific classification, with social and behavioral scientific app roach,and suggest the research change from the concep tualize