浅述企业文化在市场营销活动中的作用  

Simple Discussion on the Function of Corporation Culture in Marketing

作　　者：杨光[1] 王丽萍[2] 

机构地区：[1]吉林农业科技学院经济管理系,吉林132101 [2]吉林农业科技学院学报编辑部,吉林132101

出　　处：《吉林农业科技学院学报》2007年第4期20-21,共2页Journal of Jilin Agricultural Science and Technology University

摘　　要：在不同企业的商品趋向同质化的今天,单纯靠提高商品本身的特性来赢得顾客的竞争手段已变得软弱无力,因为消费者已很难从产品的外在性区分不同厂家的商品。企业文化的差异正在取代传统的商品本身的差异,企业卖的不再是差异化的商品,而是差异化的文化。In today that goods from different corporation are tending to be homogenous, the competitive measure which depends on advancing the characteristics of goods itself to win customer has weaken, because customer has hardly distinguished goods of different corporation from their outward characteristics. The corporation culture differences are taking place of the difference of traditional goods. The sales of one corporation mainly no longer rely on its goods, but its corporation culture.

关 键 词：企业文化 市场营销 作用 

分 类 号：F270[经济管理—企业管理]