Rich Even Beijing Cultural Marketing Innovation And Applied Research

Since entering 21st century, the enterprise's competition has been fiercer with the economy globalization, which causes that many companies set out to look for special cultural difference advantage for the purpose of reconstructing their core competitiveness. And then, culture marketing appears. How to develop cultural marketing theory that is suitable for our own enterprises is becoming a hot topic for the time being.In this paper, firstly introduce the concept and theory survey of cultural marketing, and then give new concept of cultural marketing considering the practice. In the second part, mainly narrate the difficulty when china's company use cultural marketing, combining practical experience and other company use cultural marketing successfully, and then propose innovation point of the research on cultural marketing theory. Thirdly, considering the Furenjing freezer company for the background, regarding cultural marketing innovation model as guidelines, construct the whole strategy of the Furenjing and explain the procedure of the Furenjing's cultural marketing implementation from product cultural marketing, brand cultural marketing and enterprise cultural marketing. Finally, regarding cultural marketing as the guidelines, propose the information value-added model from regional manager and business personnel of the Furenjing's East China marketing, describing the application of using cultural marketing in detail and illustrate the enormous value of using cultural marketing in brief.