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.