Enterprise Cultural Marketing And Research Of Its Relationship With The Core Competitiveness

In the trend of economic integration, and under the influence of the product coessential change, the essence of market economy requires Chinese enterprises to improve the overall strength, grasp the core competitiveness. All market behavior of the enterprise is inseparable from the enterprise marketing ability; whether the enterprise is competitive depends on the enterprise’s marketing capabilities. Having a place in the world economy, enterprises must change the traditional marketing strategy, seize the opportunity, introduce a new marketing concept that is cultural marketing, and strive to build long-term differential advantage, and improve the core competitiveness of enterprises.On the basis of cultural marketing theory and the core competence theory, this paper focuses on the research of the cultural marketing implementation, and analysis its affect to the core competence. The paper uses theoretical research and case research method, combining theory and practice, to analyze, to summary, to deduce, to conclude. The paper reaches the conclusion that is the specific implementation of cultural marketing which analyze from the four aspects of product, brand, price and promotion. And the paper researches the affect that the cultural marketing implementation to enhance the core competiveness of the enterprises.