毕业设计（论文）-我国汽车企业文化营的策略研究.docVIP

PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 1 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 1学士学位毕业论文我国汽车企业文化营销的策略研究学 号：学生姓名：指导教师：所在学院：经济管理学院专 业：市场营销中国·大庆2014年5月 PAGE \* MERGEFORMAT 2 PAGE \* MERGEFORMAT 2 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 2摘 要：文化营销的实质是从产品与文化的融合人手，有意识地通过发现、培养或创造某种核心价值观，与消费者产生文化共鸣，将文化的因素渗透到企业营销的整个过程从而达成企业经营目标的一种营销方式。汽车文化营销是汽车战略营销模式之一，对我国汽车企业由传统营销转向战略营销具有重大意义。本文从文化营销的概念出发，分析汽车企业文化营销的现状以及不足，从而提出完善汽车企业文化营销的策略研究。关键词：汽车文化；文化营销；重要性；策略Absrtact:Marketing has a unique cultural connotation, which is based on the theory of strategic marketing behavior of the system as a guide to corporate culture as a medium to communicate with consumers. It is based on a combination of culture and marketing, to melt into the whole process of cultural concepts of marketing activities, culture and the camp is a little interaction with the blend, but it emphasizes material needs and cultural connotations behind. Its essence is the integration of products and manpower from the culture, consciously through the discovery, develop or create some kind of core values, cultural resonance with consumers, the factors of culture permeates the entire process of corporate marketing in order to reach a business goal marketing. Marketing is one of the automotive car culture strategic marketing model is of great significance for Chinas automobile enterprises shift from traditional marketing, strategic marketing.Keywords:Car culture;Cultural marketing; Importance; Strategy 目 录TOC \o 1-3 \h \u HYPERLINK \l _Toc27107 1前言 PAGEREF _Toc27107 1 HYPERLINK \l _Toc30714 1.1本文的理论意义和实用价值 PAGEREF _Toc30714 1 HYPERLINK \l _Toc3633 1.2国内外研究现状 PAGEREF _Toc3633 1 HYPERLINK \l _Toc5191 1.2.1国外研究现状 PAGEREF _Toc5191 1 HYPERLINK \l _Toc18758 1.2.2国内研究现状 PAGEREF _Toc18758 2 HYPERLINK \l _Toc12336 1.3本文拟解决的问题 PAGEREF _Toc12336 2 HYPERLINK \l _Toc5807 2 文化营销的基础理论概述 PAGEREF _Toc5807 3 HYPERLINK \l _Toc19115 2.1文化营销的概念 PAGEREF _Toc19115 3 HYPERLINK \l _Toc8450 2.2文化营销的原则 PAGEREF _Toc84