The Strategic Research Of The Construction Of Corporate Culture From The Perspective Of Marketing Mix

It has been thirty years since the theory of Corporate Culture was introduced intoour country. Objectively, the construction of Corporate Culture in our country is only inthe infant stage. As a brightest star among all the developing countries, China’s economyis in the process of constant growth and the number of domestic enterprise is alsoincreasing. However, many enterprises come into their end after thriving only transientyears. This kind of phenomenon that the life of enterprises becomes short generally isnecessarily related to the construction of Corporate Culture in our country. Theimportance of the construction of corporate culture is beyond words.The thesis, first of all, makes a delimitation about the commodity attribute ofCorporate Culture. Secondly, through leading the theory of Marketing mix, the problemssuch as product, price, place and promotion that exist in the construction of CorporateCulture are studied and analyzed. Then according to these problems, the author offers thefour countermeasures corresponding consumer, cost, convenience and communication.The long life of an enterprise is based on the excellent Corporate Culture which isalso an effective assurance for cohesiveness of an enterprise and can speed up theenterprise’s development. Therefore, the construction of Corporate Culture is veryimportant. From the view of Marketing mix to probe into the construction of CorporateCulture, the thesis hopes to give a new idea which can increase much vigor for itsconstruction.