摘要：校园文化产品是一个高校形象的“物象化”展现，它代表了学校的发展历程和学校 思想的精髓。通过校园文化产品在校友、学校、社会等之间建立起联结，形成纽带。本文 介绍了国内外高校的校园文化产品的各自特点，分析了各自的优劣势，发现了国内校园文 化产品现存的一些问题。以大学为例，介绍了该校的历史沿革和标志物的特 色所在。论文中还用文化明信片为案例，进行了问卷调查，得到了 403 份数据样本，运用 市场营销专业所学到的各种理论模型，进行市场环境分析。本文还介绍了笔者为上海应用 技术大学所设计的两个文化产品，和在实际销售中得到的一些经验。最后探讨和归纳了校 园文化产品应采用的策略和对策。66321

毕业论文关键词： 校园文化产品；营销策略；大学；明信片

Research on Marketing Strategy of Campus Culture Products in of 

Abstract：Campus culture product is a university image of the "objectification" show， it represents the school's development process and the essence of school thinking. Through the campus culture products in alumni， school， society and so establish a link between the formation of ties. This paper introduces the characteristics of campus culture products both at home and abroad， analyzes their advantages and disadvantages， and finds out some problems existing in the domestic campus culture products. Taking the Shanghai Institute of Technology as an example， it introduces the history of the school and the characteristics of the mark. In the paper， the cultural postcards were used as the case， and 403 data samples were obtained. The

market environment analysis was carried out by using the various theoretical models learned by

the marketing specialty. This article also introduces the author of the designed by the two cultural products， and in the actual sales of some of the experience. Finally， it discusses and summarizes the strategies and countermeasures that campus culture products should adopt.

Keywords：campus culture products; marketing strategy; Shanghai Institute of Technology， postcard

目 录

1 绪论 1

1.1 校园文化产品范畴 1

1.2 研究意义 1

2 国内外校园文化产品发展现状 3

2.1 国外校园文化产品现状 3

2.2 国内校园文化产品现状 3

2.3 我国校园文化产品存在问题 4

3 大学文化简介 6

3.1 历史沿革和学校定位 6

3.2 学校标识特色 6

4 上应大文化产品需求分析 8

4.1 理论需求分析 8

4.2 实际需求调查 9

5 相关环境分析 13

5.1 宏观环境分析 13

5.2 “波特五力”模型分析 14

5.3 SWOT 模型分析 16

6 营销策略选择 17

6.1 产品策略 17

6.2 价格策略 17

6.3 渠道策略 18

6.4 促销策略 18

7 相关策略建议