CF集团产品文化营销策略研究

发布时间：2018-05-01 05:31

本文选题：文化营销 + 文化融合　；参考：《石家庄铁道大学》2017年硕士论文

【摘要】：文章在对有关文化融合与文化营销相关理论综合研究的基础上,从文化和商品融合的角度讨论了国内市场经济发展的现状,结合CF集团的产品技术特征,对CF集团精油手工皂产品的市场文化环境做了分析,并运用数据分析理论对产品销售的前景做了市场预测,最终得到了CF精油手工皂的文化营销策略。论文突出强调营销策略中包含的文化因素的考量,如突出包含了品牌文化建设的目标设定、产品和市场的定位、产品及相关的包装及商标的设计等,并给出了有关增强产品品牌建设的建议,如生产中对文化因素的研究设计、产品销售和服务模式中对品牌文化的重视等。既为CF集团实施产品文化营销提供直接的指导,又为相关企业的文化营销提供了更具可操作性的参考。
[Abstract]:On the basis of the comprehensive study of the related theories about cultural integration and cultural marketing, the present situation of the domestic market economy development is discussed from the angle of cultural and commodity integration. The market culture environment of the manual soap products of the CF group is analyzed in combination with the product technical features of CF group, and the theory of data analysis is applied to the product marketing. The market forecast has been made, and the cultural marketing strategy of CF essential oil handmade soap is finally obtained. The paper emphasizes the consideration of the cultural factors included in the marketing strategy, such as the target setting of the brand culture construction, the positioning of the product and the market, the product and the design of the related package and trademark. The suggestion of product brand construction, such as the research and design of cultural factors in production, the emphasis on brand culture in product sales and service mode, not only provides direct guidance to the implementation of product culture marketing for CF group, but also provides a more operable reference for cultural marketing of related enterprises.

【学位授予单位】：石家庄铁道大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F274

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