First, the basic concept of cultural marketing
Innovatively combining marketing activities with corporate culture, or giving marketing work a cultural connotation, or carrying out work and marketing under the guidance of cultural concepts, is ultimately better than general marketing activities.
Second, the role of cultural marketing
1. Culture is soft power, and cultural marketing is hard power;
2. Cultural marketing is the pillar of corporate culture construction;
3. Cultural marketing creates the foundation for cultural management;
4. Cultural marketing and cultural management are the higher realms of business management.
Third, five innovative methods commonly used in cultural marketing
1. Comprehensive or inductive method;
2. Grafting method;
3. Analogy method;
4. Extension method or analogy method;
5. Reverse thinking
Fourth, the five principles that cultural marketing should follow
1. Have the principle of cultural connotation and cultural imprint.
2. The principle of higher attention, praise, and participation.
3. It is different from the principle of cultural marketing of peers.
4. The principle of higher input-output ratio of marketing activities.
5. Be systematic and coherent.
V. Cultural marketing case planned and implemented by Liu Xianming
1. Highlights of the 1994 International Chemical Exhibition;
2. The hottest booths in the recruitment fair of the Beijing Military Museum;
3. The influence of a four-star hotel in Suzhou exceeds that of other five-star hotels;
4. The northeast tea carrier started at Dalian Jinma Zhenfu Mall;
5, Haier anti-electric wall water heater caused a "hot war";
6. The weak liquor companies are bright at the 2008 China Travel Fair;
7. Daqing “Red City Windmill Lineâ€;
8. “Party Activity Day†boosts marketing;
9. Wenzhou Libang makes Chinese car wheels no longer subject to people;
10, "Cuckoo" blowing red Delimen.
Sixth, cultural marketing should pay attention to handling five major problems
1. Cultural marketing should be well integrated with normative management, production, service and corporate culture construction.
2. Cultural marketing needs innovation and more effective innovation.
3. Cultural marketing should be integrated with traditional marketing, network marketing, conference marketing, and experience marketing.
4, cultural marketing should be good at optimizing intellectual resources, using media resources, and doing marketing and publicity.
5, cultural marketing should have a good plan, but also have a good implementation.
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