Research Of The Culture Marketing On The Base Of The Theory Of Customer Value

From 1990's, after the conception of Customer Value (CV) appeared in the marketing field, the conception is always the focus of the theories, however, its structure and deep influencing factor are never brought up clearly. This article makes use of theories in economy, management, sociology, psychology and culture to do the multi-research, to analyze in a systemic way, and to construct a new Cultural Marketing System on the base of CV by conforming theories and models, and by combining learning research and consultation research.The definition of CV in the article is based on the view of the customers, it describes the values customers can get from the commodity and the services. In this article, the author tries to combine the CV and Culture Marketing (CM) in a new way, to see the benefit that it could bring to the customers and companies.By research, the author finds that CM makes customers deal with the cultural commodities in a dedicated way, putting more pre-purchase action, stronger motivation, anu longer consuming process in them. The prime reason of these is that the culture brings up the CV. In the physically stable situation, the increments in CV are meaningful to the companies and the society. Therefore, he believes building a cultural marketing method based on CV is necessary and significant.The author summarizes the theories of CV and CM first, to tell the station of the two, and to bring up the base of this article. Secondly, analyzes the relationship of the two, to tell the CV is the base of the CM and the latter influenced the other, then to confirm the necessity of carry out CM in CV. Thirdly, he gives five principles to implement the CM. In the end, he brings up the methods to put CM into practice on the base of former treatise and demonstrates them in some cases.