摘要
文化营销是有意识地通过发现、甄别、培养或创造企业核心价值观念来达成企业经营目标的一种新型营销方式。企业的价值观念体系影响顾客需求 ,通过企业提供的产品或服务等表现出来 ,企业又以自己的价值观念开展文化营销活动 ,从而塑造出一种企业与顾客共同认同的价值观来推动企业营销的成功。
Cultural marketing is a new type of marketing which aims to achieve the enterprise's management goal by discovering, selection, cultivation or creating the enterprise's key values. The enterprise's system of values reflected by its products and services influences the customers' needs. Based on its values, the enterprise conducts its cultural marketing, through which common values between the enterprise and its customers will be shaped. In return, the common values will promote the enterprise's marketing.
