文化产品营销探究—对韩剧中国效应的思考

Research on Cultural Product Marketing—Thinking of Korean Dramas’ Effect in China

摘要: 在全球经济一体化的背景下，文化产业必将成为新世纪最有潜力的经济增长点。电视剧产业作为韩国文化产业发展的支柱产业，在中国市场一片红火。在传播韩国传统文化的同时，也带来了可观的经济效益。本文简要分析了文化产品作为特殊产品的特征，介绍了韩剧的中国效应，分析了其在中国成功营销的原因。旨在对我国影视产品营销能有一些启迪。

Abstract: Under the background of global economic integration, cultural industry is bound to become the most potential part in economic growth in the new century. As the most important industry in Ko-rea, the television industry is very hot in China. Not only can it spread traditional culture of Korea, but also lead to considerable economic benefits. The characteristics of the cultural product are briefly analyzed, its effect in China is introduced and the reasons of its successful marketing are explained. The purpose of this paper is to bring enlightenment for our country’s media products.