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文化产业与互联网都是创新的产物,二者的融合有着巨大的发展空间与需求。文化产业电子商务平台投资风险低、收益稳、盈利快,具有比较好的发展前景。从目前我国文化产业的发展来看,产业集聚效应难以实现、文化产业的消费不足、对知识产权保护力度不够、文化产业中专业性人才匮乏是比较突出的几个问题。面对网络文化产品层出不穷、“文化电子商务”战略布局日益明显的现状来看,还需要从文化产品的创作与管理环节,进一步延伸文化产业链条、加强文化产业的营销环节、抓好文化产业的投资环节等,进一步拓展互联网电子商务营销与中国文化产业发展路径。在此情况下,要培育出具有优势的龙头企业、加强专业性人才培养、培育文化产业电子商务营销的环境、注重保护知识产权是促进我国文化产业互联网电子商务营销发展的当务之急。
Both cultural industries and the Internet are products of innovation. The integration of the two has great room for development and demand. Cultural industry e-commerce platform investment risk is low, stable income, fast profit, with good development prospects. Judging from the current development of China’s cultural industries, the effect of industrial agglomeration is difficult to achieve, the lack of consumption of cultural industries, the insufficient protection of intellectual property and the shortage of specialized personnel in cultural industries are the most prominent issues. Faced with an endless stream of online cultural products and an increasingly obvious strategic layout of “cultural electronic commerce”, it is also necessary to further extend the cultural industry chain from the creative and management aspects of cultural products to strengthening the marketing links in the cultural industry and strengthening the cultural Industrial investment links, etc., to further expand Internet e-commerce marketing and development path of China’s cultural industry. Under such circumstance, it is imperative to nurture the leading enterprises with advantages, strengthen professional personnel training, cultivate the environment of e-commerce marketing in cultural industries, and pay attention to the protection of intellectual property to promote the development of Internet e-commerce marketing in China’s cultural industries.