Cultural Marketing Strategy Research Of Shan Dong Hanro Manor Wine Co., LTD

Cultural marketing to enhance product through cultural connotation, the use of the product cultural marketing, brand marketing, cultural marketing and corporate culture and other means, to achieve value-added products, expand marketing channels, expand sales and achieve business objectives such purposes. In this paper, taking Shan Dong Hanro manor wine co., LTD as an example, analyzes the current wine market, puts forward the wine products personality characteristics, analyzes the present situation and development of enterprise management of related problems, etc.. Analyzes the enterprise internal and external environment for the development of cultural marketing, put forward the enterprise to develop cultural marketing to expand sales, increase market share in terms of products, brand and enterprise culture construction work. Hanro manor should analysis, meet the demand of consumers as the starting point, to form the unique enterprise core values and meet the demand of consumer culture, so as to achieve more sales.Cultural marketing helps Hanro implement product differentiation, helps to enhance Hanro estate brand value, helps to make communication between brands and consumers, and make power for the sustainable development of Hanro. In this paper, through field survey, data analysis and other methods,analysis the present situation and the marketing pattern of Hanro, the important significance for the development of cultural marketing and existing problems, etc., based on this, put forward some ideas for Hanro manor culture marketing, so as to promote rapid development.Cultural marketing is the vitality of the cultural penetration in goods, services, brands, advertising and other marketing activities, the traditional marketing activities to enhance the cultural marketing activities, marketing activities continue to inject vitality. Cultural marketing as a new marketing approach, and one of the sharpest market competition marketing weapon of the 21 st century, not only can help Chinese enterprises in the domestic market is unique, it can also help companies overcome cultural differences and a place in the international operations. Cultural marketing is the soul of marketing,will become the main theme of the eternal subject of marketing.