文化营销传播研究

【作者】 唐华；

【导师】 张梦；

【作者基本信息】 西南财经大学 ， 工商管理， 2000， 硕士

【摘要】 营销的理论从二十世纪初期萌芽到现在，经历了产品营销、市场营销、组织营销、社会营销直至全球营销的发展阶段。但是从文化的角度对营销进行研究仅在起步，本论文在这方面作了一些拓展和深入，对企业和营销人员更好地把握营销行为具有一定的现实意义。 本论文采用理论与实践相结合的研究方法。写作的主要目的在于：通过对营销与传播的关系和文化与营销传播的关系的分析，提出文化营销传播这一新概念，并对其三种主要表现形式和企业实施文化营销传播的可操作性策略进行了系统阐述，最后得出结论：文化营销传播是21世纪的营销传播主导。 论文共三章。第一章 营销新概念：文化营销传播 本章通过对“营销”、“传播”、“营销传播”等概念的分析、比较，指出“文化营销传播就是一种把‘以文明取胜的群体竞争意识’作为指导思想，以企业文化为传播手段来沟通消费者的系统行为。”“企业价值观”是它的核心内容；“顾客满意度”是它的评价标准；“高美誉度”是它不懈追求的目标。文化营销传播运用于企业的具体实践中，对内可对企业员工实施经营理念教化和整合员工的营销行为；对外可更好实现企业与营销对象的双向沟通、提升营销对象的文化水准、巩固和发展营销市场。第二章 文化营销传播的主要形式 对企业而言，文化营销传播有三种主要形式：产品文化营销传播、品牌文化营销传播和企业文化营销传播。 首先分析了产品文化营销传播：市场营销中一个最基本的要素是产品。产品不仅包括实体的物质属性，还包括产品的包装、品牌、特征、式样、安装、售后服务等无形特征。从文化学的角度出发，产品的有形实体和无形特征都体现人类文化。有形实体体现的是一种物质<WP=3>文化，主要满足人的基本需要，无形特征则更多地表达一种价值和意义，已超越了基本需要的满足，是社会文化积累在产品概念上的拓展。当今社会，产品相对过剩，产品的有形实体越来越同质无差别，通过对产品的文化包装、文化广告乃至新产品文化营销传播的认识，我们发现产品的文化含量，文化附加值的高低成为产品在竞争中取胜的关键要素之一，以产品的无形特征为载体的产品文化营销传播的地位越来越重要。其次研究了品牌文化营销传播：品牌不仅仅意味着在产品上冠以一个好听的名字和一个引人注目的标志，它还蕴含着一定的形象意义和文化内涵。因此品牌文化营销传播成为文化营销传播的又一重要形式，其内容包括名称制定、标志设计、名牌战略和品牌延伸，为防止品牌形象老化，企业还必须运用品牌文化营销传播的重要手段--品牌提升来维持企业品牌形象长久的生命力。最后探讨了企业文化营销传播：现代企业越来越重视企业文化营销传播。对不同文化背景和内涵的企业而言，企业文化营销传播的侧重层面各不相同，但他们又存在一个共同点：即精神文化营销传播是企业文化营销传播的最高境界，是企业成功的关键因素之一。文中通过松下电器公司的企业文化营销传播的案例分析充分说明了这一点。第三章 实施文化营销传播策略的可操作性思考企业实现文化营销传播应当把握五个基本环节：确立顾客满意度、再现企业价值观、发掘企业创新精神、对内采取自上而下的运作方式、对外研究文化市场发育阶段。 其中确立顾客满意度就是建立一种企业文化，使企业里的每位员工都以使顾客满意为目标；再现企业价值观是使企业的核心价值观与消费者的价值取向实现共振；发掘企业创新精神是营销传播中的非价格竞争手段，是企业文化营销传播的核心动力；在企业组织内部，文化营销传播必须自上而下、全方位地进行；企业的文化营销传播，总是在一定文化市场背景下进行的，因此，研究文化市场的发育阶段对企业如何选择文化营销传播策略有着深远的现实意义。 文章最后是结束语，是笔者对新世纪营销传播的展望。考察21世<WP=4>纪的时代特征：市场竞争加剧、消费者文化需求多样、信息超负荷，得出结论：21世纪是文化营销传播大显身手的时代。供给导向的营销思想会逐步让位给需求导向，而需求又往往通过文化来提升，由此引导营销传播观念的改变。文化营销传播会为企业新世纪的营销拓展提供广阔的空间。更多还原

【Abstract】 The theory of marketing emerged in the first of the 20th century, passing from product marketing, market-oriented marketing, organization marketing, social marketing to global marketing. However, the marketing research from the perspective of cultural is only in its initial stage. This paper makes some expansion and exploration in this respect, which is of practical meaning for enterprises and marketing staff to better marketing behavior.This paper uses the research method of integrating theory with practice. The main purpose is: by analyzing the relations between marketing and dissemination, and between culture and marketing dissemination, to put forth the new concept of cultural marketing dissemination and systematically elaborate three manifestations of it and five basic principles of successfully realizing cultural marketing dissemination, and draw out the conclusion: cultural marketing dissemination is the dominant method in the 21st century’s marketing dissemination.The paper has three chapters.Chapter INew concept of marketing: cultural marketing dissemination This chapter points out that"Cultural marketing dissemination is a kind of systematic behaviors with ’group competition consciousness of winning by culture’ as the directive idea and enterprise culture as the dissemination means to communicate with consumers", by analyzing and comparing the concepts of "marketing", "dissemination" and "marketing dissemination". "Enterprise Value" is the core of its content; "Customer Satisfaction" is the evaluation standard; "High Reputation" is the constant objective. Using the cultural marketing dissemination in the concrete practice of enterprise, for <WP=6>inside, the enterprise can give the education of business ideas to its employees and integrate the marketing behaviors of the staff; for outside, the enterprise can better the mutual communications between enterprises and customers, raise the cultural level of marketing object, consolidate and develop the market.Chapter IIForms of cultural marketing dissemination For enterprises, the cultural marketing dissemination has three forms: product cultural marketing dissemination, brand cultural marketing dissemination and enterprise cultural marketing dissemination.This chapter analyzes the product cultural marketing dissemination in the first place: One of the most elementary factors of marketing is product. Product includes not only the material characteristics, but also many immaterial features such as package, brand, traits, style, installation and after-service. In viewpoint of culturology, the material substance and the immaterial characteristics of product are both the manifestation of human culture. What the material substance reflects is a kind of material culture, mainly satisfying the basic needs of people; while what the immaterial characteristics reflect is a kind of value and meaning, which has exceeded the satisfaction of the basic needs. In the present society, product is relatively overstocking, the material substance of product become more and more consistent without difference. Through comprehending the cultural package, the cultural advertisement of product and new product cultural marketing dissemination, we found that the cultural content and the cultural added-value of the product became one of key factors influencing product competition and the status of product cultural marketing dissemination with the immaterial characteristics of product as its carrier became more and more important.Secondly, this chapter makes research on the brand cultural marketing dissemination: Brand not only refers to a good name of a conspicuous product, but also a certain image meaning and cultural connotation. <WP=7>Therefore, the brand cultural marketing dissemination becomes another important form of cultural marketing dissemination, which includes adoption of name, symbol design, famous brand strategy and brand extension. To prevent the image of brand from aging, enterprise must use the important measure of brand cultural mar更多还原