浅析中国白酒的文化营销

浅析中国白酒的文化营销摘要文化营销通过文化提升产品内涵，运用产品文化营销、品牌文化营销和企业文化营销等手段，达到实现产品增值、扩展营销渠道、扩大销量、实现企业经营目标等目的。文化营销的生命力在于把文化渗透于产品、服务、品牌、广告等市场营销活动中，将传统市场营销活动提升为文化营销活动，不断地给市场营销活动注入旺盛的活力。文化营销作为一种新型营销方式和 21 世纪市场竞争中最锐利的营销武器之一，不但可以帮助我国企业在国内市场独树一帜，还可以帮助企业克服文化差异，在国际化经营中占据一席之地。文化营销是市场营销的灵魂，将成为未来营销的主旋律和市场营销研究的永恒课题。关键词：文化营销；白酒文化；企业；泸州老窖ABSTRACT Cultural marketing through culture promote the connotation of products, use of product culture marketing, brand culture marketing and culture marketing and other means, to achieve value-added products, the expansion of marketing channels, and expand sales, to achieve business goals and purpose. Cultural marketing is the vitality of the cultural penetration in the products, services, brands, advertising and other marketing activities, the traditional marketing activities to promote the cultural marketing activities, and constantly to the marketing activity into an exuberant vitality. Cultural marketing as a new marketing mode and twenty-first Century market competition in the most powerful marketing weapons, not only can help Chinese enterprises in the domestic market to become an independent school, also can help the enterprises to overcome cultural differences in international business, occupy a space for one person. Cultural marketing is the marketing of soul, will become the future marketing theme and the eternal subject of marketing research. Key words: cultural marketing; culture of enterprise; Luzhou liquor;1 绪论1.1 选题背景随着人类物质精神文明的发展，人们生活水平不断提高，对文化的追求日益强烈起...