汉诺庄园酿酒有限公司文化营销策略研究

发布时间：2018-01-03 05:29

本文关键词：汉诺庄园酿酒有限公司文化营销策略研究　出处：《石河子大学》2015年硕士论文　论文类型：学位论文

【摘要】：文化营销通过文化提升产品内涵,运用产品文化营销、品牌文化营销和企业文化营销等手段,达到实现产品增值、扩展营销渠道、扩大销量、实现企业经营目标等目的。本文以山东汉诺庄园酿酒有限公司为例,分析了当前葡萄酒市场行情,提出了葡萄酒的产品个性特色,通过剖析企业经营现状及发展遇到的相关问题等,对企业开展文化营销的内部与外部环境进行分析,提出企业要想通过开展文化营销来扩大销售、提高市场占有率需要在产品方面、品牌方面及企业方面做好文化建设工作。汉诺庄园要以分析、满足消费者的文化需求为出发点,形成特有的企业核心价值观念,满足消费者文化需求,从而实现更多的销售。文化营销有助于汉诺庄园实现产品差异化,有助于提升汉诺庄园品牌价值,有助于汉诺庄园品牌与消费者之间的沟通,为汉诺庄园的可持续发展提供动力、支撑与导向。本文通过实地调查,数据分析等方法,分析汉诺庄园经营现状及营销模式、开展文化营销的重要意义及存在问题等,以此为根据,提出适合汉诺庄园文化营销的具体思路,从而推动汉诺庄园快速发展。文化营销的生命力在于把文化渗透于产品、服务、品牌、广告等市场营销活动中,将传统市场营销活动提升为文化营销活动,不断地给市场营销活动注入旺盛的活力。文化营销作为一种新型营销方式和21世纪市场竞争中最锐利的营销武器之一,不但可以帮助我国企业在国内市场独树一帜,还可以帮助企业克服文化差异,在国际化经营中占据一席之地。文化营销是市场营销的灵魂,将成为未来营销的主旋律和市场营销研究的永恒课题。
[Abstract]:Through cultural marketing culture to enhance the connotation of products, the use of product cultural marketing, brand culture marketing and enterprise cultural marketing and other means to achieve value-added products, expand marketing channels, expand sales, to achieve business goals. This paper takes Shandong hannuo Manor Wine Co. Ltd. as an example, analysis of the current Wine Market, put forward the Wine product characteristics, through the analysis of current situation and development of enterprises encountered problems, analyze the internal and external environment to carry out cultural marketing to the enterprise, and puts forward the enterprise to expand sales to want to pass to carry out cultural marketing, improve the market share in the products, good brand culture construction and enterprise to Hanoi manor. In order to analyze, to meet consumer demand as the starting point of culture, the formation of enterprise core values unique, meet consumer culture The demand, so as to achieve more sales. Cultural marketing helps hanro manor product differentiation, help to enhance the brand value of Hanoi manor, help Hanoi manor brand and consumer communication, provide the impetus for sustainable development of Hanoi manor, support and guide. Through field investigation, data analysis and other methods analysis of the status quo, and marketing management significance of Hanoi manor, cultural marketing and the existing problems, on this basis, put forward specific ideas for Hanoi manor cultural marketing, thus promoting the rapid development of hannuo manor. Cultural marketing is the vitality of the cultural penetration in products, services, brands, advertising and other marketing activities. The traditional market marketing activities to enhance the cultural marketing activities, marketing activities continue to inject exuberant vitality. Cultural marketing as a new marketing mode and One of the most sharp weapon in twenty-first Century marketing market competition, not only can help Chinese enterprises become an independent school in the domestic market, but also can help enterprises to overcome the cultural differences, occupy a space for one person in the international business. The cultural marketing is the soul of marketing, will become the eternal theme of future research camp pin and marketing.

【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.82

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