对于精神感受越来越重要的今天,企业对于产品的营销也趋于文化营销。通过向目标市场消费者传递相契合的文化,激发目标市场消费者对企业的认同,建立长期的消费者忠诚。本文通过对大梁山啤酒企业的研究,从大梁山啤酒的产品文化、品牌文化、企业文化等方面,浅谈它的文化营销策略。 For the spirit of the more and more important today, the marketing of products for enterprises also tend to cultural marketing. Through the target market consumers pass the fit culture, stimulate the target market consumers agree to the enterprise, the establishment of long-term consumer loyalty. Based on the research of Liangshan Beer Company, this article discusses its cultural marketing strategy from the aspects of product culture, brand culture and corporate culture of Liangshan Beer.