文化营销（Cultural marketing）.docVIP

文化营销（Cultural marketing） Cultural marketing What do businesses sell? McDonalds sells only bread and ham, and the answer is No. it sells fast, stylish, and personalized food culture (QSCV image). Is Kodak only selling cameras? No, it sells peoples eternal memories. What do you eat when you eat moon cakes on Mid Autumn Festival? Do we only eat the flavor? No, we are eating Chinese traditional culture - happy reunion. Do you eat Zongzi on Dragon Boat Festival? No, on Dragon Boat Festival, we are eating Qu Yuan - eating history and culture. Is cake the birthday, nor is it? The food is the hope and the value of life. Drink Pepsi Cola is what it contains sunshine, vitality, youth and health; drink Master Kong Ice tea, drink is its passion, cool and fashion. In short, through the examples above, we can see that in the depths of the product there is a hidden thing - culture. Business to consumer marketing is not just a single product, products to meet the material needs of consumers also meet the spiritual needs of consumers, for consumers to enjoy the culture, to meet their high grade consumption. This requires enterprises to change marketing methods for cultural marketing. Material resources will be exhausted, only culture can grow forever. Culture is the soil, products are seeds, marketing is like sowing seeds in the soil, cultivating the brand of this seedling. Coca-Cola is a kind of special drinks and other soft drinks is not much difference, but it can become a global brand, and has more than 100 years of history, it is because of the American culture is closely related to Coca-Cola, every marketing activity is the embodiment of American culture, is the brand as a symbol. American culture therefore, drink it often have a feeling of enjoyment of American culture. Cultural marketing refers to the commodity as a carrier of culture, through the market exchange into the consumer consciousness, it reflects the consumer to the material and spiritual pursuit of a variety of c