【摘要】 帝度作为合肥三洋自主高端家电品牌,在其营销活动中以书法为载体,将文化元素的独特作用逐步凸显。文化营销的新思维贯穿着这一新生品牌的建构过程,不断地在产品、品牌以及企业发展等方面的建设加大文化功用。在品牌构建的实践过程中应注意文化的准确定位,同时营销形式应深层次、立体、全方位展开并不断完善健全这一营销手段的评估体系,以增强品牌核心竞争力,实现企业的愿景。更多还原

【Abstract】 DIQUA,a Hefei-Based Sanyo independent high-end home appliance brand,conducts its cultural marketing through the new brand construction.With calligraphy as the carrier and cultural factors as unique function,the marketing activity gradually emerges.In the cultural marketing,this concept of brand culture and enterprise culture construction increases its cultural function.In the practice we should pay attention to culture and the accurate positioning,and at the same time,marketing forms should be deepened.By means of three-dimensional and all-round expansion and continuous development,we can improve the marketing means of evaluation system in order to enhance the brand core competitive power and achieve the goal of enterprise.更多还原