文化营销指标体系的构建及评价方法研究

Construction and Evaluation of Indicator System of Cultural Marketing

文化因素对企业营销具有至关重要的作用.如何跨越单纯的产品营销,帮助企业实现核心文化价值与品牌形象的塑造,同时协助潜在客户获得特色文化附加值,是本文的出发点和落脚点.通过对文化营销影响因素因果分析,发现文化营销影响因素间并不是相互独立的,存在四层指标层内部与层次间的相互关联和影响关系.为此,本文基于网络分析法(ANP)建立了文化营销评价模型,并结合应用实例进行论述说明,最后结合研究分析结果对企业文化营销提出了建议.

Cultural factors are crucial for marketing. The core perspective of this paper involves how to en- hance the value of corporate culture and brand image, and help customers obtain added cultural value. By causa- tion analysis of affecting factors of cultural marketing, the author found these factors are interrelated and there exist- ing the relevancy and inter-affecting relations both on each of the four levels of indicators and among these levels. On this basis, this paper establishes the evaluation model of cultural marketing by ANP, provides explanation illus- trated with examples, and finally proposes suggestions for corporate cultural marketing.