LG电子（中国）公司文化营销策略案例研究

发布时间：2018-06-20 20:40

本文选题：LG电子(中国)公司 + 文化营销　；参考：《大连理工大学》2014年硕士论文

【摘要】：随着社会经济的迅猛发展,消费市场也在发生日新月异的变化,消费者越来越注重精神享受和寄托,对消费对象的文化价值匹配度提出了新要求。因此,企业要想在消费市场获取一席之地,就需要适应时代潮流,在营销上注重文化带给消费者的影响力,增加差异化营销优势。利用文化营销这一新的消费文化形态,将企业文化与产品结合,提升企业文化价值,以突出产品的文化差异性及企业价值优势来获得消费市场的青睐,形成企业核心竞争力。因而,文化营销这一全新营销模式的实践是时代发展的必然要求。 LG电子公司作为世界五百强企业之一,曾先于市场积极推进文化营销策略,但其在中国的文化营销之路却困难重重。本文以LG电子(中国)公司文化营销策略为研究对象,结合MBA课程中所学知识,分析困境产生的原因,探求LG电子(中国)公司行之有效的文化营销策略。本文首先介绍了LG电子(中国)公司的发展现状及电子行业背景,其次结合三个具体案例描述LG电子(中国)公司的文化营销实践中存在的问题,结合SWOT理论、STP理论、勒温的场论、4PS理论等四个理论对问题进行深层次的原因分析,得出在企业文化、营销管理、人力资源、产品服务四方面存在问题。最后,在对案例综合分析的基础上,根据问题点提出LG电子(中国)公司企业文化营销的改进方案,以期LG电子(中国)公司能够在我国开拓成功的文化营销道路,并对其他企业的文化营销实践提供借鉴和参考。
[Abstract]:With the rapid development of social economy, the consumer market is also changing with each passing day. Consumers pay more and more attention to spiritual enjoyment and sustenance, and put forward new requirements to the cultural value matching degree of the consumers. Therefore, if enterprises want to gain a place in the consumer market, they need to adapt to the trend of the times, pay attention to the influence that culture brings to consumers in marketing, and increase the advantage of differentiated marketing. By using the cultural marketing as a new form of consumption culture, the enterprise culture is combined with the product to enhance the value of enterprise culture, so as to gain the favor of the consumer market and form the core competitiveness of the enterprise by highlighting the cultural difference of the product and the advantage of the enterprise value. Therefore, the practice of cultural marketing, a brand new marketing model, is an inevitable requirement of the development of the times. As one of the top 500 enterprises in the world, LG Electronics Company has actively promoted cultural marketing strategy before the market. But its road of cultural marketing in China is difficult. This article takes LG Electronics (China) company culture marketing strategy as the research object, unifies the MBA curriculum knowledge, analyzes the difficult position causes, explores LG Electronics (China) company effective culture marketing strategy. This paper first introduces the development of LG Electronics (China) Company and the background of the electronics industry, then describes the problems existing in the cultural marketing practice of LG Electronics (China) Company in combination with three specific cases, and combines the SWOT theory with STP theory. Lewin's field theory and four theories, such as field theory and 4PS theory, make a deep analysis of the causes of the problem, and draw the conclusion that there are problems in four aspects: corporate culture, marketing management, human resources, and product service. Finally, on the basis of the comprehensive analysis of the case, according to the problem points, the paper puts forward the improvement plan of LG Electronics (China) company's enterprise culture marketing, hoping that LG Electronics (China) company can develop the successful cultural marketing road in our country. And the cultural marketing practice of other enterprises to provide reference and reference.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F416.63

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