The Road of Modern Corporate Culture Marketing

The Road of Modern Corporate Culture Marketing

Modern corporate cultural marketing takes commodities as the cultural carrier and enters consumer consciousness through market exchange. The marketing mode of enterprise culture creation and enterprise culture infiltration will surely become the sharpest marketing weapon in the 2 1 century. Here are some related materials I shared for your reference.

First, an overview of modern corporate culture marketing theory

With the in-depth development of global economic integration, the world is increasingly forming a whole market. However, due to cultural diversity, there are still huge differences between different cultural classes or groups. In addition, with the rapid development of science and technology, it is difficult to support standardized production and stereotyped products only by product marketing that emphasizes product function and utility and brand marketing that emphasizes ownership and emotion, and it is difficult to ensure that enterprises can win a place in the increasingly fierce market competition. Cultural marketing came into being in 1980s, which is a marketing form based on the combination of culture and marketing, and consciously realizes business objectives (economy, society and environment) by discovering, identifying, cultivating or creating some core values [2]. Cultural marketing, to some extent, reflects various cultural factors pursued by consumers in the material and spiritual levels. Culture, subculture and social class are not only the main components of cultural factors, but also one of the main factors affecting consumers' buying behavior. Culture is the most basic determinant of human desire and behavior. It is undeniable that everyone lives in a certain cultural atmosphere and accepts the values, customs and codes of conduct contained in this culture, and each culture contains a small subculture group that can provide its members with a sense of identity and socialization. The so-called social stratum refers to a relatively homogeneous and persistent group in a society. They are members of all classes arranged according to the hierarchical system and have similar values, hobbies and behaviors [3]. Obviously, consumers who grow up in different cultural backgrounds, different sub-cultural groups and different social classes will have different lifestyles, customs and aesthetic tastes due to different economic conditions, values and education levels, which will inevitably affect the choice of products and brands. Besides Abraham? According to Ma Si Knorr's hierarchy of needs theory, people's needs are divided into several levels from low to high, and only unsatisfied needs will form motivation. Generally speaking, only when the lower-level needs are met relatively, the higher-level needs will play a leading role and become the driving force that dominates people's behavior.

According to the above theory, in the 2 1 century, under the premise that consumers' material needs have been fully met and gradually transferred to the spiritual level, the author believes that the modern corporate culture marketing model that focuses on enriching the product connotation, stimulating its value by exploring consumers' cultural needs and improving customers' psychological satisfaction will be widely applied and developed by modern enterprises.

Second, the hierarchical structure of modern corporate culture marketing analysis

In the process of implementing cultural marketing, modern enterprises are embodied in three aspects: product cultural marketing, brand cultural marketing and corporate cultural marketing.

(A) product culture marketing

From the perspective of marketing, products refer to meeting people's needs through purchase or lease, which includes all material products and intangible services that can meet customers' needs and interests. Among the 4P marketing elements, products are the direct embodiment of the material achievements of modern enterprises engaged in production and business activities, the link between enterprises and the market, and the material basis for market transactions between supply and demand sides. With the continuous improvement of consumers' material living standards and the maturity of consumer psychology, people are increasingly pursuing diversified and personalized consumption patterns. Therefore, all aspects of product research and development should be endowed with certain cultural connotations to meet the higher-level needs of consumer groups. Product cultural marketing is the core of corporate cultural marketing strategy, that is, modern enterprises infiltrate cultural factors symbolizing people's unique value orientation, aesthetic taste, customs and behavior orientation into products, making products a carrier carrying culture, and culture an interpretation of the soul of products, so as to meet the humanistic needs of consumers such as psychological needs, value identification and social identification, and strive to touch consumption from deep emotions, leading to the emergence of purchase behavior. As far as product culture marketing is concerned, it should include the production, pricing, distribution and promotion of products. First, product production. God of Japanese management? Kōnosuke Matsushita? It is pointed out that in today's era, in order to win the market, it is not enough to rely solely on the use value, but also need cultural values such as aesthetics. ? Cultural taste is the main factor affecting product production, which is reflected in product design and product style. Undoubtedly, the packaging and decoration of goods have become the main means to improve the marketing performance of enterprises.

(B) brand culture marketing

The increasing market competition and the change of consumer demand from quantity to quality indicate that the competition among modern enterprises has risen from product competition to brand competition. The so-called brand culture refers to the unique name or logo of a brand, or the combination of these two elements. The sum of the values they represent, such as interest cognition, emotional cognition, emotional attribute, cultural tradition, personality image, etc., is beneficial for consumers to identify and distinguish the products or services of this particular seller. Brand cultural marketing shifts the focus of marketing from product appeal to cultural appeal, and constantly enhances brand image and enriches brand assets by satisfying the psychological interests of cultural values of consumer groups. Numerous marketing cases show that modern enterprises rely on the tangible carrier of brand name and brand logo to promote the continuous appreciation of brands through the design and implementation of brand culture marketing, successfully avoid the risk of brand value loss, and finally maximize the income of brand assets.

(C) corporate culture marketing

The so-called corporate culture marketing refers to a marketing method that enterprises choose appropriate ways to carry out systematic innovation and effective communication according to the characteristics of their own cultural connotation, so as to establish a distinct corporate image in the hearts of consumers and realize the business objectives of enterprises. In the era of knowledge economy, the civilization of modern society is increasing day by day, and the dominant position of corporate culture in marketing is becoming more and more prominent. Corporate culture not only embodies the internal character and humanistic spirit of the enterprise, but also promotes the effective development of marketing strategy by virtue of its good corporate image conveyed to the public, and becomes the source of sustainable and healthy development of the enterprise, which is also the reason why well-known enterprises at home and abroad spare no effort to actively build their own unique corporate culture. The difference of modern consumers' demand for corporate culture when meeting their own cultural values will directly affect the sales of products. Based on this consideration, the competition of enterprise marketing can be understood as the competition at the level of enterprise culture.

Third, the status quo and development trend of modern corporate culture marketing

With the acceleration of the global integration of science, technology and culture, rich cultural marketing will surely become the focus of enterprise competition in the 265,438+0 century. However, due to the wide cultural connotation and different viewpoints, modern enterprises have misunderstandings about cultural marketing. In addition, the marketing theory has only a history of more than 20 years in China, and the practice and operation of cultural marketing in modern enterprises are still in an immature stage. Therefore, summarizing, studying and analyzing its existing problems and predicting its development trend have become an important topic in economic theory research. First, corporate cultural marketing ideas are similar, lacking its unique cultural connotation. Without deep cultural exploration, the practice of seeking similarity can only reflect the long-term sense of history, but the heavy sense of history is difficult to maintain. Enterprises should keep pace with the times, while borrowing cultural history, integrate the connotation of the new era into the culture to meet the recognition of the consumer groups in the new era.

Culture has become a powerful driving force to promote the development of social productive forces in 2 1 century. The arrival of the era of cultural marketing means that the competition between enterprises will essentially evolve into cultural competition. Famous sociologist Daniel? Bell once pointed out that the economy is gradually turning to the lifestyle displayed by production culture? . The new trends of cultural marketing development in the new century include: traditional revival, concept innovation, ethical victory and global management. First, the traditional revival. In the process of implementing cultural marketing, enterprises can highlight the national characteristics and historical connotation of culture by absorbing and utilizing traditional culture. The Chinese nation has a long history of civilization of 5,000 years, which is undoubtedly a great wealth for China enterprises. On the basis of connecting with the world culture, we should apply China's excellent cultural values to cross-cultural marketing management, build the distinctive brands of China enterprises and form the core competitiveness of China enterprises. Second, concept innovation. The characteristic of culture lies in keeping pace with the times and bringing forth the new, and the role of history is not only the precipitation of culture, but also the inheritance and promotion of culture. Only when enterprises innovate on the basis of understanding the life concept and lifestyle of the target audience can they leave a deep impression in their minds.

conclusion

2 1 century, the competition in the international market is becoming increasingly fierce, and it is gradually transforming from the tangible market to the intangible market. Due to the diversity of culture, its unique role in marketing activities is further highlighted. Cultural marketing is an effective way for modern enterprises to keep marketing differentiation for a long time. Therefore, under the background of cross-cultural marketing, modern enterprises must pay attention to the integration with world culture and strengthen the marketing construction of modern enterprises in product culture, brand culture, enterprise culture and local culture. Only in this way can Chinese enterprises go abroad and maintain their competitive advantage and inexhaustible motive force for sustainable development in the complex international market competition with different values of all countries and nationalities in the world.

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