文化營銷與營銷文化（Cultural marketing and marketing culture）

1、文化營銷與營銷文化（Cultural marketing and marketing culture）In twenty-first Century, Chinas market economic order is becoming more and more standardized, and more and more fields will establish quality standards management system which is in line with international standards. The situation that prices have b

2、een used as the core competitiveness has been changing in the past. Some new factors will directly affect the comprehensive competitiveness of enterprises and products. Especially in the post WTO era, the continuous improvement of national income, the overall optimization of cultural literacy, cultu

3、ral marketing and marketing culture further concern.Cultural marketing is the means and means of using cultural factors to start the market and promote sales;Marketing culture is the cultural concept, mode and system of marketing.With the development of market economy in twenty-first Century, more a

4、nd more attention should be paid to cultural marketing. It is necessary to build a marketing culture with Chinese characteristics and enterprise characteristics.Culture has become an era of capital, and culture has become an important capital of marketingMarx in the Communist Manifesto is foreseen i

5、n the world commodity production and market trends in the economy, in particular, the trend of the worldwide exchange of commodities, including material production, spirit production is so. It is this trend, leading to the world for copyright and patent, trademark and other creative knowledge asset

6、ownership legislation protection, spiritual production, intellectual labor as a commodity to enter the market, not only make the lawyer, planning, consulting industry, brokers, writers and artists such as intellectual property owner rich, even the copyright and patent and trademark and other intelle

7、ctual assets, can become the law of equity participation in the distribution of surplus value. The age of intelligence, wisdom, and becoming capital has long arrived. The combination of cultural assets value and market economy is the basis of knowledge economy. Katipol home is the owner of intellect

8、ual capital.Marx believes that capital is the value of creating surplus value (Das Kapital). In addition to being directly into the market as commodities and assets, culture is also the capital of modern marketing. Moreover, in a number of areas, cultural marketing, capital and even monetary capital

9、, physical capital and land capital are the leading capital. If there is no brand, no modern management concept, not the cultural capital of the enterprise, the land capital, monetary capital and physical capital, are likely to become the stock of assets, raw materials, equipment and other long-term

10、 assets stock, will become garbage. In the market economy, the products of some enterprises can not become commodities, because their capital can not create surplus value, that is, the lack of cultural capital leader. Without brand, without cultural marketing means, the production of enterprise is t

11、he waste of resources and the road of capital death.There are many successful examples of using culture as marketing capital. World famous brand clothes, famous drinks, Chinese red bean and Wuliangye are examples of successful cultural marketing. Red bean products sell well in China, Japan and South

12、east Asian countries, and the most powerful marketing capital is red bean culture. And Wuliangye has become the liquor boss, in which cultural marketing is an important capital. In the west to create corporate culture strategy, including the concept, vision and behavior three recognition system, and

13、 Wuliangye in addition to cultural ideas, vision and behavior recognition system, also created the culture of song, music as a symbol of the auditory recognition system, the Wuliangye Industrial Park to create cultural park, as a marketing capital culture, start various consumer groups demand of con

14、sumer culture. Marx put forward a famous proposition in the critique of political economy introduction, which is that production, production, consumption, consumption and production. The Wuliangye culture creates a cultural consumption. In the increasingly fierce competition of Chinese liquor, the s

15、uccessful enterprises do not start marketing on the basis of cultural capital. Especially with the improvement of national cultural quality, culture has become an important capital of marketing. For example, Ping An insurance brand marketing, everywhere to spread China Ping An culture as the guide,

16、China Ping An, Ping An China so that many Chinese people become Ping Baos customers. Thus, if Pacific Insurance instead of Taiping Insurance, the performance of its cultural marketing is certainly much better than the current.Haiers capital expansion, Chunlan transnational operations are also relyin

17、g on cultural brands. The international famous Procter & Gamble, the Chinese launched the PANTENE and SLEK, Head and Shoulders has the cultural affinity of the brand, but also because it has a cultural capital marketing. Todays cultural marketing to a large number of advertising and marketing planni

18、ng has become a new era of intelligence california. Their wealth and life also proves the value of cultural marketing.Cultural appeal is rising, and culture is becoming a weapon of promotionThe same goods, the same price, different marketing strategies have radically different marketing performance.

19、 And cultural promotion is becoming a weapon of promotion.At the seventh Beijing International Auto Industry Exhibition in 2002,With a strong artistic performance, it is a good interpretation of the essence of cultural marketing. Audis champion racing car invited the foreigner as a dance show. Gener

20、al Motors invited two dancers to perform a modern dance, and the Dongfeng Motor kept the pace of the audience with fresh Chinese acrobatics. Celebrities from some cultural circles have also come to warm the show. Cultural marketing has become an international marketing tool.Hebei Handan Fengfeng min

21、ing area the Gaogai dairy company, is an enterprise with a history of 50 years old, although the milk production of excellent quality and reasonable price, but not always create a strong marketing performance. At the beginning of 2002, invite experts to enterprise planning cultural marketing strateg

22、y, with the high visibility of scenic spots - Yuanbao mountain in the local registered trademark, launched the we Yuanbaoshan mountain in the world milk day, everyones health source cultural marketing activities, a strong marketing trend soon.Also, Galanz, the worlds largest producer of microwave ov

23、ens, has created an example of knowledge promotion and a model of cultural promotions through the promotion of microwave oven knowledge.Cultural value added is an important factor in enhancing the value of goodsWith the progress of human civilization, the cultural connotation of cultural services an

24、d commodities is becoming an asset to enhance the value of commodities. In 90s, a T-shirt, because of its cultural connotation to enhance its value. Notebooks and diaries, which were once used for writing notes, are becoming more and more concerned with cultural taste, and the proportion of cultural

25、 added value in the total commodity price is getting higher and higher. Postcards, stamps, philatelic commemorative postmark and other cultural elements, are all on the rise of commodity value. Today, with the continuous improvement of peoples quality of life, fewer and fewer consumers are buying ch

26、eaper goods in the wholesale market (except dealers), and more people are willing to go shopping in the big shopping mall. While shopping in the mall, actually enjoy the service culture, service culture and investment, the inevitable increase in labor value added dependent on commodities, commodity

27、prices than appropriate stalls wholesale market is higher, as unalterable principles.In todays world, packaging culture is important in enhancing the value of goods. From socks, shirts, to gifts, jewelry; from food, beverages, drugs, stationery, there are no examples of packaging culture to enhance

28、the value of goods. Only from the original commodity use value, and the value of packaging can not be confused, but the packaging has the cultural value, aesthetic value, convenient to carry, meet the psychological pleasure value, will play a practical role in promoting the value of the goods.The in

29、formation revolution in the E era needs the cultural marketing in the E eraToday, the Internet has entered the era of information, cultural marketing and marketing culture is bound to advance with the times. In the United States, eMBA education is the advancement of business management and marketing

30、 into the e era. Marketing in the age of E, will inevitably be reflected in computer network cultural marketing, online shopping, online bookstore, online travel services, online education, remote medical marketing, network marketing itself is the product of a combination of culture and culture. In

31、this era of Internet communication culture, cultural marketing occupies a more important position.Online marketing depends on the inspiring power of network culture. Without cultural charm, online marketing can not have good performance. The website has cultural charm, but provides an information pl

32、atform for cultural marketing, cultural marketing must also rely on the cultural marketing planning of commodity, commodity information, marketing, advertising and other cultural elements, is an important basis of network marketing. With the development of information industry and the popularity of

33、Internet in China, the service culture of payment and delivery in Internet marketing is also an important cultural factor of integrated marketing. It is necessary to attach importance to the integration of various elements of modern marketing culture, and to build a marketing culture in line with th

34、e cultural concept of the E era, so as to effectively achieve the best performance of cultural marketing.Cultural marketing should adhere to the orientation of advanced culture and prevent the alienation of cultural marketingIn the era of multi culture shock, cultural marketing may be alienated. Peo

35、ple realize the charm of cultural marketing, may infiltrate the erotic temptation in marketing, some people will deliberately imitate the packaging of famous brand products, which is not genuine; others will turn vulgar culture marketing into vulgar and vulgar means. Such as the media accused the er

36、otic sauce and two real vinegar, little secret bangdakuan pseudo culture marketing, cultural marketing is a kind of alienation. Also, some domestic consumer goods in China, have affixed foreign culture name, and even some people with casino (Casino), he Ma Di (homonym fuck) sign registered dance hal

37、l, entertainment city, the administrative department for Industry and Commerce has approved. Isnt it sad?!Also, the cultural marketing of the website itself will be alienated. Pornographic web pages or add quasi pornographic content, add pornographic links,Or use boring, vulgar rumors, lace news, low-level chat room to attract curious young netizens. Even in t