Abstract: As mankind enters the era of consumption, culture plays an increasingly important role in enterprise marketing. This paper expounds the meaning and function of cultural marketing, and points out that if an enterprise wants to be in an invincible position in the world, it must meet the spiritual needs of consumers to the greatest extent and integrate cultural concepts into the whole process of marketing activities.
Paper Keywords: cultural consumption; Cultural marketing; Cultural concept?
Consumers always live in a specific cultural atmosphere, showing a cultural value orientation more and more obviously. For example, consumers go to McDonald's and KFC for fast, fashionable and personalized food culture; Eating moon cakes on Mid-Autumn Festival is for reunion and celebration. Eating zongzi on Dragon Boat Festival is about quality culture. So, the depth of the product has a hidden element? Culture. What enterprises sell to consumers is not only a single product to meet consumers' material needs, but also to meet consumers' spiritual needs and give consumers cultural enjoyment, which requires enterprises to change their marketing methods for cultural marketing.
1 the significance of cultural marketing
? General enterprises make products, first-class enterprises make standards, and super-first-class enterprises make culture? This is the mantra of the business community. Corporate culture marketing is the link between enterprises and consumers. It takes commodities as the carrier of culture and enters consumers' consciousness through market exchange, which to some extent reflects various cultural elements that consumers pursue for material and spirit. Its core lies in taking consumers as the center, seeking a certain value or a set of values acceptable to consumers as the basis for establishing enterprises, emphasizing the cultural connotation behind material needs, thus guiding consumers to identify with products and their whole enterprises. For example, why can Levi's brand jeans attract consumers' attention and glow with strong buying enthusiasm? In fact, Levi's is the best embodiment and interpretation of the American spirit, a symbol of freedom and struggle, and a symbol of opportunities and challenges.
Therefore, cultural marketing is a marketing process in which enterprises create a scientific, humanistic and novel marketing environment and products from the perspective of consumers' culture, cultural value orientation and spiritual and cultural needs, trade with consumers and promote their consumption. It is actually a process of cultural value transmission.
2 the theoretical basis of cultural marketing
People have needs at any time and space, including material needs and spiritual needs. The theoretical basis of cultural marketing is mainly Maslow's hierarchy of needs theory. Maslow, an American behaviorist, believes that human needs are hierarchical and can be divided into five levels according to intensity: survival, security, society, respect and self-realization needs. People always go from low to high, and meet the most basic needs first. Only when they meet the most basic needs can they begin to pursue the next level of needs.
According to this theory, in the marketing process, enterprises must understand the needs of consumers, and then formulate corresponding marketing strategies according to the needs of consumers, in order to defeat competitors in marketing. With the rapid development of science and technology, people's material needs have been greatly satisfied, and people have begun to pursue spiritual needs. Cultural marketing is to tap the cultural needs of consumers on the basis of meeting their material needs. It has become one of the important marketing methods for enterprises in the 2 1 century.
3 the importance of cultural marketing to enterprises
(1) Help consumers identify with the accepting enterprise.
The values constructed by cultural marketing convey a kind of consciousness and concept to consumers, which is basically unaffected by product upgrading and technological development. This kind of competitive advantage created through cultural marketing can go deep into the hearts of consumers, and the products developed by enterprises have lasting appeal, which makes consumers willing to accept enterprises and their products for a long time.
What makes Coca-Cola popular all over the world? Do as the Romans do? In the fourteenth successful experience of Coca-Cola, if you want to sell products on a global scale, don't dress yourself up as? Ugly Americans? . In the 1920s, when Robert? When woodruff was in charge of the world, he tried to make Coca-Cola a favorite drink for Germans in Germany and French people in France. This is the charm of cultural marketing, which can make enterprises quickly recognized and accepted by consumers, and stabilize this recognition and acceptance for a long time.
(2) Building the core competitiveness of enterprises.
Implementing cultural marketing and injecting rich cultural connotations into products and services can distinguish products from competitors in both material and intangible aspects, that is, tangible and intangible aspects, and improve the added value of products in culture, thus enabling enterprises to gain an advantageous position in the fierce competition.
The development of any enterprise is inseparable from the shaping and construction of brand culture. Tai Fang's core values are: the integration of products, factory products and individuality. Looking at the running track of Tai Fang's success, we find that its success is not accidental, and its good running situation is largely due to the organic integration of economy and culture at a higher level from the beginning of his business, and runs through it from beginning to end. Brand promotes factory culture and brand? Strive to shape strategic thinking? Products, factory products, personality? The trinity core value system organically combines brand culture and corporate image to reveal the value connotation of products and culture.
(3) Provide impetus for the continuous progress of enterprises.
The main work content is that enterprises use culture to achieve the purpose of enterprise marketing, which requires enterprises to connect culture and consumer culture, and meet all the requirements through this connection. In this way, the recognized values, ideas, styles and fashions will inevitably infect and standardize the behavior and development of enterprises, and will also promote the construction of corporate culture. The enrichment and development of corporate culture will also promote the continuous development and growth of enterprises. China Ping 'an is based on the essence of China, taking cultural benevolence, righteousness, courtesy, wisdom and trust as the basic criterion for being a man, integrating advanced western technology and modern experience, and taking professionalism and value as the basic criterion for doing things. The mission of Ping An is to be responsible to shareholders, employees, customers and society. It is with such a rich corporate culture that Ping An has created today's development and will continue to grow in the future. It is the marketing of corporate culture that leads to the vision and goal of becoming a world-class comprehensive service group.
4. The choice of mode for enterprises to implement cultural marketing
(1) Vertical cultural marketing model.
Traditional product sales are that producers are only partially responsible for product sales, focusing on product design, development and production, and then selling to retailers, and providing after-sales service and advertising. The vertical mode is different. They sell the brand and culture of products through specialty stores, and the culture and brand of products sold by enterprises. Enterprises should pay attention to and study the cultural needs of consumers, such as emotional experience and value recognition, pay close attention to the changing trend of consumption fashion and consumption mode, understand the direction and pulse of related cultural development, be targeted and win the favor of the market. The key point is to make clear what kind of cultural needs consumers can meet for their products and brands, and what cultural differences they have with competitors, so as to make enterprises stand out in the marketing competition. At the same time, to adapt to the changes of social modern culture, market positioning must have distinct personality, times and development.
(2) Cross-linked cultural marketing model.
The horizontal marketing mode is that two or more product brands effectively form an alliance, one brand depends on another brand, and the brands help each other, thus improving the brand's acceptance in the eyes of consumers, thus achieving a win-win effect of 1+ 1 > 2. Joint marketing is mainly manifested as the alliance of two or more heavyweight brands. In their publicity or promotion, these two brands are often different from each other and sometimes independent of each other. In the vision of cultural marketing, products should not only meet the material use requirements of consumers, but also meet the needs of cultural spirit. Enterprises need to add cultural flavor, cultural flavor and cultural atmosphere to the packaging, naming, brand and modeling of products, so as to establish the connection between products and cultural needs. In the process of cultural marketing, culture plays a very important role. In a certain marketing method, to create a specific cultural atmosphere, enterprises should not only convey culture to consumers, but also highlight the cultural expression of products. Promoting consumers' understanding of enterprises through culture can make the corporate image and products leave a long-lasting and profound impression in consumers' minds.
(3) Modular cultural marketing mode.
Modular marketing mode is to divide the product into several modules, what are they called? An indispensable module? And then what? Optional module? . Then, according to different market demands, cultural traditions, customs, and consumption concepts, make? Optional module? With what? An indispensable module? Carry out a full and effective combination, so as to take into account the needs of different consumers to the maximum extent and win the favor of more consumers. The core of modular marketing is to take consumers as the center, meet the diversified needs of consumers to the maximum extent, and give play to the personality of the same brand in different markets while maintaining its personality. McDonald's and KFC have made fruitful explorations in this regard, effectively combining the two, so that consumers can have their cake and eat it.
In a word, cultural marketing has become the driving force of enterprise development. Should we believe the famous sayings of the 1990s? Today's culture is tomorrow's? . Things with China culture are the easiest to enter and the easiest to be recognized by the international market. If our enterprises want to rush to the forefront of world economic competition, they need to learn from and study our long-standing national culture and other countries' cultures, creatively carry out cultural marketing, enhance their global market competitiveness, and make them acceptable to consumers with different personalities and become competitive international brands.
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