Research on Shandong Festival Cultural Brand from the Perspective of Cultural Industry Chain

摘要

As traditional marketing such as 4P marketing theory suffers more and more doubts, the limitations gradually begin to emerge. With the continuous development of society, consumption The constant changes in demand, the revamp of marketing methods, and the integration of marketing communication theory have emerged as the times require, mainly through the coordinated operation of various communication and marketing methods, the dissemination of a consistent brand image, and the close two-way interaction with consumers.