企业文化营销的模式研究

企业文化符合商品广义上的概念,具有商品价值二重属性,也具有类似于产品的层次结构。企业文化作为产品的特殊性,是无形的、无价的,具有功能的双重性。企业文化通过文化产品、文化定价、文化渠道和文化促销等模式,创造出差异化的产品,通过产品的价格以广告传播、人员传播和公共关系传播方式,把企业文化通过促销方式营销出去。

Research on Mode of Corporate Culture Marketing

As corporate culture falls into generalized definition of commodity, it bears both double property of commodity value and layer structure like a product. As one special aspect of a product, intangible and priceless, it features double functions. And corporate culture can help market products and add values to products while spreading itself through commercials and public relations.