Abstract:

The re-publication of sinology classics is a key factor in constructing our social value system.
Taking the formation mechanism of cultural identity as the start point， the influencing factors of sinology
classics propagation can be subdivided from individual cultural identity and group cultural identity. Analysis
suggests that the influencing factors of individual cultural identity can improve the accuracy of market
positioning and segmentation， while the influencing factors of group cultural identity are conductive to
the formulation and execution of marketing strategy， which has important significance for promoting the
propagation efficiency of sinology classics.