| 摘要: |
| 应用社会及行为科学研究方法，分析研究目前文化营销概念界定出现较大分歧的原因，确定文化营销属于特殊类概念——构念，即研究者依据研究的需要所仔细建构或“发明”的一种概念；对其作出相应的文义性定义，种概念属“营销方式”类别，属差为时代性、对应性、导向性、独特性特征；并指出该课题的研究应由“概念化”界定逐步向“操作化”界定，即由思辨研究向实证研究过渡。 |
| 关键词: 文化营销 构念 文义性定义 操作性定义 |
| DOI： |
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| On cultural marketing concept |
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ZHU Tao
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| Abstract: |
| This paper uses social and behavioral science research method to analyze and study the divergent reasons for the definition of present cultural marketing, ensure cultural marketing to belong to a concept—a special idea, i.e., the concept is invented by researchers based on the demand. The definition of the concept has the characteristics of era, correspondence, targeting and individuality. The author points out that this definition develops from conceptualization to operation, i.e., the research of this definition should transfer from discrimination to positivism. |
| Key words: cultural marketing a special concept literary definition operational definition |
