Research On Enterprise Cultural Marketing Strategy

Cultural marketing as a new marketing model is produced according to the change of customers' needs and the fierce competition. At the same time, it is the result of the traditional marketing theory development. With the increasing homogeneity of products, culture has become an important factor which can make your products different from your rival and then become your strength and core competence. So each enterprise have to make a significant change in narketing management, that is changefrom the traditional marketing to a totally new pattern——cultural marketing.In this thesis, Chapter 1# is introduction. Chapter 2# is based on the theories of modern marketing, marketing culture and corporate culture, after comparing and analyzing the traditional and cultural marketing, And the thesis also put forward the meaning of cultural marketing. Chapter 3# reveals the actual state of cultural marketing theory application and weakness in Chinese enterprises. Chapter 4# systematically discusses the four basic implementation strategies of cultural marketing: product strategy, brand strategy, priceing strategy and marketing strategy. Chapter 5# is proceed with the case of Shang Dong Heima Zeal Estate Group, thus strengthening the thesis both in practice and effectiveness. Chapter 6# is conclusion.