| 企业的文化营销 |
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| 引用本文： | 周玉波.企业的文化营销[J].湖南师范大学社会科学学报,2009,38(2):95-98. |
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| 作者姓名： | 周玉波 |
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| 作者单位： | 湖南师范大学,出版社,湖南,长沙,410081;湖南大学,工商管理学院,湖南,长沙,410082 |
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| 基金项目： | 湖南省哲学社会科学课题 |
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| 摘 要： | 文化营销是营销模式变革的产物,相对于传统营销而言,是企业开展营销的新视域,是企业增强竞争优势的市场运作创新,体现了市场营销理论和实践的不断丰富和发展.文化营销是在经济——文化一体化背景下诞生的,有其特定的内涵与功能,与传统营销有明显的差异性.基于品牌建设,针对激烈的市场竞争,企业需要有效的文化营销策略.
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| 关 键 词： | 文化营销 特征 功能 策略 |
Cultural Marketing:A New Perspective |
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| ZHOU Yu-bo.Cultural Marketing:A New Perspective[J].Journal of Social Science of Hunan Normal University,2009,38(2):95-98. |
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| Authors: | ZHOU Yu-bo |
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| Institution: | Hunan Normal University Press;Changsha;Hunan 410081;China |
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| Abstract: | As a product of marketing mode transformation,cultural marketing,in terms of traditional modes,pro-vides a new perspective for enterprise marketing to enhance marketing competitiveness and reflects the enrichment and development of both marketing practice and theory.The integration of economy and culture urges the birth of cultural marketing and gives cultural marketing its unique connotation and function,which are distinct from traditional marketing modes.It is believed in this article that cultural market... |
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| Keywords: | cultural marketing feature function strategy |
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