生意是門好文化？零售業的文化行銷策略與張力

本文探討臺灣零售業的文化行銷策略，即將特定元素予以文化化，藉以提升品質、意象和價值的促銷手法。文化策略改變了傳統零售業的世俗、落伍或貶抑評價，獲取了文化正當性，重塑了品味階序。但行銷式的文化仲介，也導致選擇性再現、物神化建構，從而與零售業文化的底蘊斷裂，掩蓋或挪移了商業文化在資本積累邏輯下的危機。本文歸納出時間導向的懷舊式情感體驗、空間導向的地方意象與產品故事，以及俗民魅力的美學圖案化等文化策略，並以由文明邊緣變身為觀光治理指標的夜市為例，討論作為生活方式與認同的文化，與作為行銷策略的符號文化之間的張力。

關鍵字

商業文化；文化行銷；文化產業；文化正當性；夜市

並列摘要

This research discusses the culturalized marketing strategies in the retail industry in Taiwan. Those strategies culturalize certain elements of the products to enhance the value therein. During this process, the originally downgraded connotation of traditional retailing is dubbed with refurbished cultural legitimacy. The orders of taste have also been thus remodeled. Yet, cultural images mediated through such marketing strategies also lead to selective representation and fetishistic construction. They actually break from commercial culture itself, and could hide or appropriate the crisis of retailing culture born under capital accumulation. These strategies include three categories, namely the temporal maneuver of nostalgic experiences, the spatially-based local images and stories, and the aesthetic patterning of the charisma of vulgar culture. A case study investigating the evolution of night markets is provided to discuss the tension between the culture as life style and as identification, and the symbolic culture as marketing strategies.