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市场营销已步入全球化时代,企业由最初的资本建设进入更高层次的精神与文化建设,而地域文化是一个区域一切物质、制度和精神的高度统一,企业通过对区域传统观念和行为的有效利用在有形产品中凝聚价值信念,可以实现营销的最终目的及核心竞争力,企业构建市场营销体系,应注重提炼地域特色文化,构筑产品形象,转化为能够被人们感知和认识的行为符号和视觉符号,使消费者通过统一符号感受到产品理念,从而传播区域文化与精神。
Marketing has entered the era of globalization, enterprises from the initial capital construction to enter a higher level of spiritual and cultural construction, and regional culture is a regional all material, system and spirit of a high degree of unity, the enterprise through the traditional concepts and behavior of the region Effective use of the value of the beliefs in the physical products, marketing can achieve the ultimate goal and core competitiveness of enterprises to build marketing system, we should focus on refining the culture of regional characteristics, building a product image, into people’s perception and awareness of the behavior of symbols and Visual symbols, so that consumers feel the product concept through a unified symbol, so as to spread the regional culture and spirit.