Research On The Development Strategy Of Enterprises’ Culture Marketing Under The Background Of Consumption Upgrade

The upgrading of consumption refers to the level of consumption increase caused by thechange of consumption structure. It has changed consumers’ consumption psychology, andthen changes their consumption habits. Now culture consumption is becoming increasingly. Inorder to satisfy the needs of consumers in the new era, more and more companies regardculture marking as their marketing strategy to realize their long-term business. As a new wayof marketing, it is the choice of new era and the development of marketing theory. It not onlycan help companies realize their differentiation at relatively low cost, but also can fitconsumers spirit needs, then improve customer loyalty.However, on the one hand, someone can’t timely change their marketing idea due to theirlow knowledge of consumption upgrades, on the other hand, culture marketing theory andpractices are not mature enough due to its late start in china. This directly led to the failure ofour enterprises’ practices. This paper mainly research from the following aspect:Firstly, the motivations of culture marketing under consumption upgrade. Starting fromtheir relationships, the paper analyzes the specific reasons then clears the necessity of culturemarketing in the era. Secondly, the SWOT analysis of companies’ culture marketing. Thepaper summarizes its strengths, weakness, opportunities and threats, then puts forwarddisadvantages during the process of implementation. Thirdly, the evaluation index systemanalysis. On the basis of in-depth study of theory, it classifies factors of culture marketing andcome up with the index including the aspects of product and company, and then choosesAHP-fuzzy comprehensive evaluation method as it’s means. Hope to help enterprises torealize quantitative management. Finally, case analysis on the development strategy of culturemarketing. Evaluate Wang Laoji’s culture marketing level by using the index system and putforward specific tactics.Although, for our enterprises, cultural marketing is a new way, it presents vigorousvitality with its innovation and openness. It can always adapt to or guide consumers byabsorbing new culture content. Not only could it realize the strategic target in the domesticmarket, but also could play a prominent role in international business.