Xin Ya Aquarium Brand Of Cultural Marketing Research

With consumer spending changing from material consumption to the spiritual consumption, the traditional marketing model has been unable to fully meet the needs of the market. As a new marketing model , the model of brand marketing culture emerged, which has a great significance for the enterprises to increase their competitive power on the market and to better meet the spiritual and cultural requirements of the consumers'.This dissertation makes a systematic study on the brand culture marketing case of Frant Aquarium Limited Company. First, this dissertation tries to give a definition of the concept of the brand culture by using comparative analysis and deductive methods and propose the system of brand culture marketing systematically. Secondly, at the analysis of the current situation and problem of Frant, this company is faced with many problems such as homogeneous products, alternative products, fierce competition and price wars. To implement brand culture marketing is the inevitable choice for to get out of trouble. Thirdly, this dissertation makes a deep analysis of the marketing environment of the company, first to analyze the company's external environment, then using Poter model to analyze the external environment, and finally the internal micro-climate. Marketing environment analysis shows that China's rapid economic development, increasing disposable income of residents, consumer spending shifting from material consumption to spiritual consumption, aquatic product market having great potential and increasingly fierce market competition. The overall quality of corporate personnel is low, funds and information processing capability is weak, but this company is better equipped and has strong production capacity. Then under the basis of SWOT analysis of the company, from the different perspectives, the establishment of the brand's core value , the naming and the strategy of the brand culture, the brand positioning, the brand culture individuality and the moulding of the brand culture images to formulate the brand culture marketing program, finally implementation and evaluation of the program ,quantitative evaluation results shows that the implementation of the brand culture marketing of Frant increased the share of the company , the efficiency , the staff morale and the loyalty to the company. The success of the brand culture marketing of Frant shows that the brand culture marketing model provides a new marketing idea. This new marketing model is not the patent of the big enterprises, small enterprises can use the mode of marketing to enhance their market competitiveness.