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新媒体时代文化产业营销机制与策略都面临着来自媒介变革的巨大影响。一方面,新媒体语境是无法逃离的现实境遇,文化与经济之间以及文化产业与文化产业营销范畴之间的相关考量都要以此为基本考量出发点。另一方面,媒介市场具备双重属性,既是文化产业不可或缺的重要组成部分,又通过对文化产业信息的相关传播来实现营销功能。在互联网、移动媒介和户外媒体层面,文化产业的新媒体营销方兴未艾;文化产业的网络视频营销方式发展迅猛,成为当下文化产业宣传营销层面的凸显特征。
The cultural industry marketing mechanism and strategy in the new media era are all faced with tremendous influence from the media revolution. On the one hand, the new media context can not escape the reality of the situation, cultural and economic and cultural industries and cultural industries related to the category of marketing should be considered as a starting point for consideration. On the other hand, the media market has dual attributes, which is not only an indispensable part of the cultural industry, but also the marketing function through the related transmission of cultural industry information. In the internet, mobile media and outdoor media, the marketing of new media in the cultural industry is in the ascendant. The internet video marketing method in the cultural industry is developing rapidly, which has become the prominent feature of the marketing and promotion of the present cultural industry.