Strategic Research On Marketing Culture Of The Chinese Enterprises

It's a new concept for enterprises to reinforce their competivity by employing marketing culture. Not only transnational corporations should take this factor into consideration in transnational marketing,but also domestic marketing also should place emphasis on cultural competivity. On one hand,it is the inexorable result of fever-pitchness of market competition;On the other hand,it can make the competition between enterprises more and more intense. Now marketing culture just like a product needed in the market,is gradually known and adopted by enterprises personage.Since the 1950s, marketing has roughly experienced, four developing phases:brand image,social marketing,relation marketing and cooperation marketing. These phases fully show that culture content has been growing more and more richer with the development of marketing science.Due to the immaturity of primary conditions,previous marketing experts only paid more or less attention to this problem. Because of the fast development of social economy and the continuous perfection of marketing science,while marketing culture as a specialized marketing field is certain to stand on the stages from behind the scenes. And it will be a beneficial addition to marketing science and contribute to advancing the further development of enterprises.This thesis emphatically sets forth main contents and constituent factors of marketing culture of enterprises. In this paper,a comparison is made between the developing processes of western marketing culture and management ideas and a dock between marketing and China Political Education, based on which the author proposes creative strategies in cultivating marketing culture with Chinese. This series of new-type marketing strategies include enhancing marketing concept and build green marketing, relation marketing, net marketing and service marketing.