Research On The Core Competence Of Enterprises Based On The Perspective Of Cultural Marketing

With the high development of productivity, the degree of product homogeneity isincreasing gradually. In order to win in the fierce market competition，companies mustfind a suitable marketing pattern for their own development. The traditional marketingmethods has not adapt to the diversified development of the market any more, therefore,seeking a new marketing model which can adapt to the market development become atrend. Cultural marketing focus on the point of culture demands which can meetconsumers, emphasizing on the integration of product culture, corporate culture andconsumer culture, it aimed at enhance their core competitiveness, and implementcompetitive advantages with competitors. As a new marketing concept, culturalmarketing has been gradually recognized and accepted.This article makes a research on the core competitiveness of enterprises from theperspective of cultural marketing, trying to find an active role in cultural marketing to theenterprise core competitive power, so as to provide a viable marketing model for buildingthe core competitiveness of enterprises to. The introduction mainly analyzes the researchbackground and research significance of this paper, based on the relevant theoreticalbasis, making a summary on the research results from different fields, mainly about thecurrent domestic and international cultural marketing, core competitiveness, and relationson the cultural marketing and core competitiveness, and then find out the deficiency.The first chapter is the theoretical basis, making a paper from three aspects, they aremodern marketing theory, the theory of enterprise culture and the core competitiveness ofenterprises theory, and the relationship between marketing culture, marketing culture and enterprise culture is introduced, meanwhile, the relationship between marketing andculture between the core competitiveness of enterprises is also described. The secondchapter writes the mechanism of cultural marketing to the core competitiveness ofenterprises, respectively, from the mechanism of product culture, brand culture, andcorporate culture to write, analyzing cultural marketing in these three aspects is how toenhance the core competitiveness of enterprises, emphasizing the product culture, brandculture and corporate culture can strengthen some characteristics of the corecompetitiveness, such as value, uniqueness, extension and innovation. some of thecharacteristics of the core competitiveness, such as value, uniqueness, and innovation.The third chapter writes strategies to develop the core competitiveness relying on culturalmarketing, from product strategy, brand strategy, price strategy and promotion strategyfour aspects to improve the core competitiveness of enterprises. The fourth chapter writesa case to analyze and prove the rationality of mechanism and countermeasures, revealinga positive role in promoting cultural marketing of core competitiveness of enterprises,thereby enhancing the practicality and maneuverability.