【作者】 王建民；

【导师】 李士群；

【作者基本信息】 北京交通大学 ， 工商管理， 2008， 硕士

【摘要】 文化营销作为一种新型的营销方式,是在竞争的加剧和面对消费者需求的变化中产生的,也是传统的市场营销理论发展的结果。在产品同质化程度日益加深的今天,文化已经越来越成为企业区别于竞争对手,打造长期的差异化营销优势,是形成企业核心竞争力的重要因素。所以,企业在营销管理上必须完成一个重要的转变,即由传统营销转向全新的市场营销模式——文化营销。本文第一章为引言;第二章为文化营销理论综述,本章以现代营销理论、企业文化理论、营销文化理论为理论基础,通过比较、分析传统营销和文化营销,对文化营销的概念进行了界定,并对其内涵进行了阐述;在第三章分析了我国文化营销的现状及存在问题。在第四章中系统的阐述了文化营销的四种实施策略,即产品策略、品牌策略、定价策略、促销策略;第五章是文化营销案例分析。通过分析研究山东黑马房地产集团进行文化营销时的策略实施细节,揭示了文化营销理论在中国企业营销过程中的实际运用状况;第六章是结论。更多还原

【Abstract】 Cultural marketing as a new marketing model is produced according to the change of customers’ needs and the fierce competition. At the same time, it is the result of the traditional marketing theory development. With the increasing homogeneity of products, culture has become an important factor which can make your products different from your rival and then become your strength and core competence. So each enterprise have to make a significant change in narketing management, that is changefrom the traditional marketing to a totally new pattern——cultural marketing.In this thesis, Chapter 1# is introduction. Chapter 2# is based on the theories of modern marketing, marketing culture and corporate culture, after comparing and analyzing the traditional and cultural marketing, And the thesis also put forward the meaning of cultural marketing. Chapter 3# reveals the actual state of cultural marketing theory application and weakness in Chinese enterprises. Chapter 4# systematically discusses the four basic implementation strategies of cultural marketing: product strategy, brand strategy, priceing strategy and marketing strategy. Chapter 5# is proceed with the case of Shang Dong Heima Zeal Estate Group, thus strengthening the thesis both in practice and effectiveness. Chapter 6# is conclusion.更多还原