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文化营销是目前企业营销发展的一个基本趋势之一,“一流的企业卖文化,二流的企业卖产品”这一论断正在成为共识,文化营销开辟了企业营销的新领域,目前越来越多的企业在文化营销方面开始了不断的实践探索。本文对于文化营销的内涵进行了一个具体的阐述,探讨分析了当前企业在文化营销方面存在的一些典型误区,针对这些误区,结合笔者自身的理解,根据企业文化营销的关键点,提出了企业做好文化营销的关键在于把握好消费者的文化需求、科学设计产品的包装以及宣传语,注重营销方式创新以及产品品质的提升结论。
Cultural marketing is one of the basic trends in the development of enterprise marketing. The thesis that “first-class enterprises sell culture and second-rate enterprises sell products” is becoming a consensus that cultural marketing has opened up a new field of corporate marketing and is getting more and more Many enterprises started their continuous exploration in cultural marketing. Based on the author’s own understanding, according to the key points of corporate culture marketing, this paper puts forward some suggestions for enterprises to do The key to good cultural marketing lies in grasping the cultural needs of consumers, designing the packaging of products and propaganda words scientifically, focusing on the innovation of marketing methods and the improvement of product quality.