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文化营销
摘要21世纪是文化管理时代，是文化致富时代。众所周之，品牌是一个企业的支柱，是一个企业获取利润最有利、最不可或缺的武器。而品牌的背后是文化。归根到底，企业文化将是企业的核心竞争力所在，是企业管理最重要的内容。企业拥有了自己的文化，才能使企业具有生命的活力，具有真正意义上人格的象征，才能具有获得生存、发展和壮大，为全社会服务的基础。本文首先分析文化营销所处的发展历史；接着分析文化与营销的关系；并阐明了文化营销的内涵与特征；然后就哈雷这个成功的案例就此进行分析；最后结合概述我国文化营销的现况，并提出作出几点相应措施。
关键词：核心竞争力企业文化文化营销
ABSTRACT
21st century is the era of cultural management, cultural wealth of the times.Known for their brand is the backbone of an enterprise is a busine for profit the most favorable and most indispensable weapon.The culture behind the brand.Therefore, a quality of a brand is not just shaping the product itself, more importantly, to cultural factors.In the final analysis, corporate culture will be the company's core competence is the most important enterprise content management.Enterprise has its own culture, to the vitality of the enterprisewith life, with the symbol of the true sense of personality in order to have acce tosurvival, development, and growth for the whole basis of social services.Thispaper analyzes the historical development of cultural marketing and its neceity;then analyzes the content and characteristics of cultural marketing;and succe stories on the Harley that this analysis;Finally, an overview of the current situation of China's cultural market and prospects, andproposed to Several measures
Key words: core competenciesCultureCultural Marketing
