Cultural Marketing Communications Research

The theory of marketing emerged in the first of the 20th century, passing from product marketing, market-oriented marketing, organization marketing, social marketing to global marketing. However, the marketing research from the perspective of cultural is only in its initial stage. This paper makes some expansion and exploration in this respect, which is of practical meaning for enterprises and marketing staff to better marketing behavior.This paper uses the research method of integrating theory with practice. The main purpose is: by analyzing the relations between marketing and dissemination, and between culture and marketing dissemination, to put forth the new concept of cultural marketing dissemination and systematically elaborate three manifestations of it and five basic principles of successfully realizing cultural marketing dissemination, and draw out the conclusion: cultural marketing dissemination is the dominant method in the 21st century's marketing dissemination.The paper has three chapters.Chapter INew concept of marketing: cultural marketing dissemination This chapter points out that"Cultural marketing dissemination is a kind of systematic behaviors with 'group competition consciousness of winning by culture' as the directive idea and enterprise culture as the dissemination means to communicate with consumers", by analyzing and comparing the concepts of "marketing", "dissemination" and "marketing dissemination". "Enterprise Value" is the core of its content; "Customer Satisfaction" is the evaluation standard; "High Reputation" is the constant objective. Using the cultural marketing dissemination in the concrete practice of enterprise, for inside, the enterprise can give the education of business ideas to its employees and integrate the marketing behaviors of the staff; for outside, the enterprise can better the mutual communications between enterprises and customers, raise the cultural level of marketing object, consolidate and develop the market.Chapter IIForms of cultural marketing dissemination For enterprises, the cultural marketing dissemination has three forms: product cultural marketing dissemination, brand cultural marketing dissemination and enterprise cultural marketing dissemination.This chapter analyzes the product cultural marketing dissemination in the first place: One of the most elementary factors of marketing is product. Product includes not only the material characteristics, but also many immaterial features such as package, brand, traits, style, installation and after-service. In viewpoint of culturology, the material substance and the immaterial characteristics of product are both the manifestation of human culture. What the material substance reflects is a kind of material culture, mainly satisfying the basic needs of people; while what the immaterial characteristics reflect is a kind of value and meaning, which has exceeded the satisfaction of the basic needs. In the present society, product is relatively overstocking, the material substance of product become more and more consistent without difference. Through comprehending the cultural package, the cultural advertisement of product and new product cultural marketing dissemination, we found that the cultural content and the cultural added-value of the product became one of key factors influencing product competition and the status of product cultural marketing dissemination with the immaterial characteristics of product as its carrier became more and more important.Secondly, this chapter makes research on the brand cultural marketing dissemination: Brand not only refers to a good name of a conspicuous product, but also a certain image meaning and cultural connotation. Therefore, the brand cultural marketing dissemination becomes another important form of cultural marketing dissemination, which includes adoption of name, symbol design, famous brand strategy and brand extension. To prevent the image of brand from aging, enterprise must use the important measure of brand cultural mar...