On Cultural Marketing

As a new marketing ,cultural marketing suddenly comes to force in terms of its low cost & strong differentiation. Meanwhile, the open cultural marketing is a marketing full of innovations, which display a vigorous life-force due to its absorption of current new content. Cultural marketing can not only make our enterprises prevalent in domestic market but also help them overcome the difference of the national cultures and succeed in the international market.However, lots of enterprises have not an identical viewpoint on cultural marketing, thus they obtain all kind of effects in practice. On the basis of analysis of the surface structure(culture media),the deep structure(culture principle) and the meaning structure(culture connotation) of the "culture", this paper defines "cultural marketing", then illustrate the function and significance of "cultural marketing", which increase the enterprises' confidences of cultural marketing ,and aid enterprises perform cultural marketingwell.Then this paper sums up the strategies of cultural marketing including market surveystrategy, product strategy, price strategy, promotion strategy, place strategy and service strategy and discusses some related theoretical problems such as marketing culture, values, aesthetic conceptions and marketing ethics. At last the author put forward several suggestions to our enterprises' cultural marketing and hope these will give a hand to their success in domestic and international market.