Marketing thinking and strategic choices of local red culture communication
HU Qingliang
LIU Sichang
Abstract：In recent years,with the changes in domestic and international situations,the dissemination of red culture has encountered many new situations and problems.Especially local red culture,limited by various conditions,the difficulty of dissemination further increases.This puts higher demands on the subject and object of communication,as well as the content and methods.Foshan has a long history of revolution and abundant red cultural resources,many of which have been selected as"red cultural business cards".However,it also faces the dilemma of low popularity and limited influence.In view of this,promoting the dissemination of local red culture from a marketing perspective can be a beneficial attempt.Marketing is customer-oriented,viewing red culture as a product with specific social functions and values,and implementing it according to standardized processes and methods to facilitate better acceptance and recognition by the audience.Specifically,firstly,delineate the target audience through STP(segmentation,targeting,positioning);Secondly,by optimizing the communication mix through 4P(product,price,place,and promotion),we can continuously enhance the visibility and reputation of local red culture.
Keywords：local red culturemarketing thinkingstrategy selection
Publication Date：2025-01-29
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：7( 59-65 )