China's Automotive Industry, Cultural Marketing Research

Today's Chinese Auto Industry competitive has been in the perfervid status, our company is trying to do their best to get the more marketing share. But the marketing activity is still being in poor way, which it has taken high cost and been in lower level, and the marketing response is very different from our company's expectation even though the product depreciation and product promotion had been forcefully focused on by our company. A new marketing mode, which takes lower cost with long-term influence on the marketing, has being appealed by our auto line. This is Culture Marketing that I will be introduced to you in this thesis, and this marketing mode can also make our company become the marketing division leader.The Culture Marketing is a new marketing conception, it's base is culture analysis, it's purpose is contenting customer's culture requirement. And it is the culture infiltration process of buildug, actualizing, holding for carrying out the organise's object. The Culture Marketing is the stratagem marketing of contenting customer's different requirement by establishing the strong and powerful culture infiltration.The Culture Marketing's purpose is that meet our customer valve concept deposited in our customer mind, and focus on bringing up our customer loyalty to our enterprise and their products. It can be carried out in spreading Auto knowledge and a series of popularizing activities. Our company hopes to increase their market share and maintain continual development by using the new marketing mode.In the period of compiling the thesis, Culture Economics and Consumer Behavior theory were integrated with the Culture Marketing. I expounded two theory of the Culture Marketing, and discussed three models of Auto culture marketing: Product Culture Marketing, Brand Culture Marketing and Enterprise Culture Marketing, and take a sample of BUICK Auto culture marketing case to prove our viewpoint. At the same time, I also discussed Culture Marketing significance and used many foreign Auto culture marketing ideas for reference.The Culture Marketing is new marketing mode, it can help our company solve their integrative marketing issues, and it will accelerate them to develop their enterprise on the view of our consumer and society. But in the process of culture marketing, our...