营销的层次和境界:中国文化营销初论

Marketing level and state:Initial exploration of Chinese cultural marketing theory

本文从营销史和营销哲学的角度分析各种营销理论和实战工具发展背后隐含的深层逻辑,提炼营销变化的规律——总结营销四个逐层深化的层次(产品、品牌、体验及文化)与境界,指出中国文化营销的基本特征和实践意义。

This paper analyzes four marketing level and state from the perspective of the history of marketing and marketing philosophy,and points out the basic characteristics of Chinese culture marketing.