文化营销是电视剧传播的最佳方式。本文从文化的三个不同层面分析了《走西口》的营销策略,即从内容角度而言的差异性文化营销策略、从手段角度而言的公关性文化营销策略、从目的角度而言的导向性文化营销策略,探索中国电视剧产业新思路。 Cultural marketing is the best way to spread the drama. This article analyzes the marketing strategy of “walking westward” from three different aspects of culture, that is, the differentiated cultural marketing strategy from content perspective, the public relations cultural marketing strategy from the perspective of means and the guidance from the perspective of purpose Cultural marketing strategy to explore the new ideas of Chinese TV drama industry.