基于价值链的企业营销文化产生机理与培育路径  

Producing Mechanism and Cultivating Path of Enterprise Marketing Culture

作　　者：朱其忠[1] 

机构地区：[1]云南财经大学旅游学院,云南昆明650221

出　　处：《物流工程与管理》2011年第1期94-96,共3页Logistics Engineering and Management

摘　　要：营销文化作为指导企业价值链运行的理念,既起着导入消费文化又起着传播企业文化的作用。随着产品的循环流动,营销文化在涨落作用下呈螺旋式上升。营销文化培育需要企业价值链上各环节的密切配合,以降低企业价值链中的无序状态,促使其向平衡态转化。Marketing culture is the idea of instructing enterprise value chain operation.It plays the role of inducting the consumption culture and disseminating the enterprise culture.Along with the product circulatory flow,the marketing culture assumes the spiral loop under the fluctuation function.The marketing culture cultivation needs the close coordination of the various links on the enterprise value chain to reduce the entropy,transform it to the equilibrium state.

关 键 词：价值链 营销文化 消费文化 

分 类 号：F270.7[经济管理—企业管理]