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文化营销,是指企业利用品牌价值、企业文化、影响力、管理模式等软实力资源,与市场目标进行的文化交互。它以企业价值观为基础,对内加强组织文化建设,提升内聚力;对外把组织经营理念、发展战略等融入产品、服务等载体,通过塑造差异化的营销形象与方法,依靠文化实现市场渗透。从麦当劳、肯德基的“汉堡文化”到Iphone、Ipad引领的科技潮流,文化营销通过各领域实践不断完善补充,业已成为现代营销管理哲学的补充。着眼我国民航业发展,航空公司作为民航强国战略的支撑主体,正处在无法回避的全球化竞争当中。基于国内航空市场价格战趋势显著、国际航线竞争力不足的困局,借鉴欧
Cultural marketing refers to the cultural interactions between enterprises and market targets through the use of soft power resources such as brand value, corporate culture, influence and management mode. Based on its corporate values, it strengthens the building of its organizational culture and enhance cohesion. It incorporates organizational management concepts and development strategies into products such as products and services and shapes its differentiated marketing image and methodology. It relies on culture to achieve market penetration. From McDonald’s, KFC’s “Hamburg Culture” to Iphone, Ipad leads the trend of science and technology, cultural marketing through various fields constantly improve the supplement, has become a modern marketing management philosophy to add. Focusing on the development of China’s civil aviation industry, airlines, as the mainstay of the strategy of invigorating civil aviation, are in the midst of unavoidable global competition. Based on the significant trend of price war in the domestic aviation market and the insufficiency of the competitiveness of international airlines,