我国企业文化营销策略研究

文化营销有助于企业实现产品差异化及提升品牌价值,也有助于企业产品品牌与消费者之间的沟通。我国企业在使用文化营销过程中还存在着不能紧密联系消费者、无法建立长期稳固的关系、不能给予消费者迅速反应、不注重消费者回报等问题。企业在实施文化营销时,应将文化运用到4R营销当中,即建立与消费者之间的文化关联;建立消费者所需求的文化反应;建立企业与消费者之间长期稳固的文化关系;建立了稳固的关系得到的营销文化回报。这能使营销过程更加顺利,并更有效的达到营销目的。

Marketing of Enterprise Culture in China

Culture marketing helps an enterprise in realizing product differentiation and improving its brand value and is helpful in communicating a product brand with the consumers.In the cultural marketing process,Chinese enterprises still couldn't communicate with consumers in close manners,establish long-term relationships,give prompt response to consumers,and pay attention to consumer feedbacks.Enterprises need to integrate culture into 4R marketing,namely,cultural relevance with consumers,cultural reaction required by consumers,steady long term cultural relationship,and cultural repay brought by a steady relationship,which will facilitate the marketing process,and help achieve the marketing goal effectively.