摘要
从积极、正面的维度去解读消费文化的理论与实践活动,探求妈祖文化和消费文化的紧密联系,解构两个文化概念的关系,剖析妈祖文化传播与商品社会结成同盟的契机。阐述消费自身具有文化的属性,而妈祖文化也同样蕴含着与商品及消费文化融合的基础。在市场经济的浪潮之下,妈祖文化是可以附加在商品之中,被用来消费的。构想妈祖文化传播融合于商品生产和消费的可操作性,剖析消费文化和妈祖文化的内在关联。此外,分别从产品、分销、定价和促销四个方面,提出妈祖文化市场营销的策略。
To unscramble consumer culture theory and practicefrom form the active and positive dimensions,to study the close connection between Mazu culture and consumption culture.From two cultural concepts,to research the relationship between analysis of Mazu culture and commercial society as Allies.This paper elaborates on the cultural attributes of consumption,and the Mazu culture also contains the basis for the integration of goods and consumer culture.Under the tide of market economy,the Mazu culture can be attached to the commodity and consumed.The conception of Mazu culture communication is the operability of commodity production and consumption,and analyzes the inner relationship between consumption culture and Mazu culture.In addition,the marketing strategy of Mazu culture is proposed from four aspects:product,distribution,pricing and promotion.
作者
吉峰
JI Feng(School of Culture and Communication,Putian University,Putian,Fujian 351100,China)
出处
《妈祖文化研究》
2017年第3期83-91,共9页
Mazu Culture Research
基金
教育部人文社会科学课题(青年项目)"理论阐述与再构:闽台妈祖文化思想传播研究"(项目编号13YJCZH058)阶段性成果
2015年莆田学院国家基金预研项目研究成果
关键词
消费文化
妈祖文化
传播
Consumption Culture
Mazu Culture
Communication
