文化营销在企业中的实践与应用

Practical Application of Cultural Marketing in Enterprises

文化营销作为新的营销策略在企业发展中发挥越来越重要的作用。通过对文化营销的内涵解释,阐述文化营销在三个层面上的实践与运用。以西凤酒为例,阐述在产品层面文化营销树立品牌的作用;以王老吉为例,说明在品牌层面文化营销使企业发展壮大的作用;以海尔为例,解析文化营销在企业文化实现企业目标的作用。进一步分析中西文化之异同,阐明在文化营销中应注意的问题,其目的是将文化营销应用到实战中应发挥积极的、正面的影响。

Three levels of cultural marketing practice are elaborated. The role cultural marketing plays in developing enterprises in the product level is illustrated with the example of Xifeng Liquor; its role in bringing brand prestige into play in the brand level is shown with the example of Wong Lo Kat; it role in achieving business objectives is analyzed through probing into Haier strategies. The objective of the paper is to promote the application of cultural marketing in reality.