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我国的文化营销理论尚在完善与传播中,大多数企业对此处于一种不自觉的状态,极少数企业明确提出并进行系统、有效的实施,红蜻蜒、酒鬼酒等企业作为文化营销先行者,已成功地挖掘到了文化营销的第一桶金。一、创业者的文化情结红蜻蜓集团的创始人、董事长钱金波被社会各界誉为“中国鞋文化第一人”、“文化商人”是有渊源的,这个渊源可以用“3个三”体现出来,即三情、三性、三想。1.三情:亲情、友情、爱情,情倾大自然在钱金波的世界中,亲情给予了他极大的力量,尤其初涉社会时的起起落落,是母亲的爱在支撑着他。事业做大后,他常通过友情来衡量与一个人合作与否。物以类聚,人以群分,要是没有共同的志趣,难成同志,更谈不上事业上的伙伴,一个珍惜、看重自己亲情、友情、爱情的人,往往也会重视
China's cultural marketing theory is still perfect and spread, most of the enterprises in this unconscious state, very few companies made it clear and systematic and effective implementation, red dragonfly, alcoholic liquor and other enterprises as the cultural marketing pioneer , Has successfully tapped the first pot of cultural marketing gold. First, the entrepreneur's cultural complex Red Dragonfly Group founder, chairman of the money Jinbo was praised as “the first Chinese shoes culture ”, “cultural businessman ” is a source, this source can be used “Three three” reflected, that is, three empires, three, three think. 1. Three conditions: affection, friendship, love, affectionate nature In the world of money and gold, affection has given him great power, especially when it comes to social ups and downs, the mother's love is supporting him. When his career grew bigger, he used friendship to measure cooperation with one person. Things to gather together, people in groups, if there is no common interest, difficult to become comrades, let alone partners in the business, a cherish, value their own affection, friendship, love, people often attach importance