Research On Cultural Marketing

With the strengthening of the world competition, the economy integration, the development of the theory and the practice about marketing, the competitions of the modern enterprises are not the competitions of products and services but the rivalry of the whole enterprises and the corn competence. So the modern enterprises should have the core competence which can they survive and develop in the market. Especially the entry of the WTO, China would go further to the mainstream of the world's economy, the market is international, as well as the competence. China enterprises will face the harder challenge than before, so it's the high time to improve the core competence of our enterprises, and also to achieve the core competence is the basic strategy for enterprise to win. Whether an enterprise has core competence is uo marketing strength. All the things finally will be measured by markets, so how to build the long-term strength of an enterprise become a hot topic of all the enterprisers in the world.With the increasing homogeneity of products, culture has become an important factor which can make your products different from your rival and then become your strength and core competence. So each enterprise have to make a significant change in marketing management, that is change from the traditional marketing to a totally new pattern—cultural marketing.This thesis is based on the theories of modern marketing, corporate culture and corporate core competence, after comparing and analyzing the traditional and cultural marketing, the thesis defines "cultural marketing" as a strategic marketing activity through finding, discriminating, cultivating and using some special core value consciously in the marketing campaign to achieve the aim of the organization. And the thesis also put forward the meaning of cultural marketing, four principle of cultural marketing and four features including contemporary, orientation, openness and uniqueness. Then, compare and distinct the two different confusable concepts of cultural marketing and marketing culture. Chapter 5th introduces the five function of cultural marketing in detail. Chapter 6th systematically discusses the four basic implementation strategies of cultural marketing: product strategy, brand strategy, pricing strategy and marketing strategy. Chapter 7th is proceed with the case of Tian Shun Real Estate Group, which reveals the actual state of cultural marketing theory application in Chinese enterprises, thus strengthening the thesis both in practice and effectiveness.