文化营销在品牌传播中的价值及实现方式  

The Value and Implementation of Cultural Marketing in Brand Communication

作　　者：陈艳彩[1] 

机构地区：[1]湖南工业大学新闻与传播学院

出　　处：《中国广告》2010年第11期116-118,共3页China Advertising

基　　金：2009年湖南省教育厅科学研究计划项目<新媒体时代品牌区域传播创新研究>阶段性成果项目编号:09C345

摘　　要：随着市场经济的不断深化,市场营销经受了新一轮的洗礼和变革。一种新型的营销模式——文化营销应运而生。文化营销在品牌传播中的价值日趋显现,主要体现增加产品附加值、提升企业形象、消除文化障碍和实施产品差别化。本文尝试从产品文化营销、渠道文化营销、价格文化营销和促销文化营销探讨文化营销价值的实现形态。The concept of marketing has been changed a lot as the market economy develops further and further in China, with the emerging of a new marketing model---culture marketing. The value of culture marketing becomes increasingly important in brand building, like adding the extra value of products, boosting the corporate image, erase the culture differences, and so on. This thesis is to explore the patterns of realizing the value of culture marketing through product culture marketing, outlets culture marketing, pricing culture marketing and promotion culture marketing.

关 键 词：文化营销 品牌传播 价值实现 

分 类 号：F273.2[经济管理—企业管理] F274[经济管理—国民经济]