文化符号的营销学意义.docxVIP

本文论述文化符号对营销学的深刻意义和巨大影响。通过对当前个性化消费环境，不 断变化的营销趋势，文化符号和营销学之间的紧密联系以及文化符号对商品，广告，营销 战略和营销策划的影响和意义的研究，分析出文化符号的营销时代已降临到每个企业而 前；企业只有勇敢迎接文化符号营销时代的挑战，不忽视文化符号营销过程屮任何一个环 节，才能取得营销的巨大成功。总而言之：无论是消费的文化符号化，还是文化符号与营 销的截然不可分以及文化符号对营销学的深刻意义和巨大影响，都说明了 21世纪是文化 符号营销时代。 关键!词：文化符号营销 关键 !词：文化符号营销 消费环境营销战略营销策划 Abstact This thesis is a study of the profound importance and influence of cultural-symbol in marketing. It is evident that the age of cultural-symbol marketing is coming that all the enterprises should face it and bear the challenges bravely, and focus on any details in the processes of cultural-symbol in marketing. Then there will be achieve great success. It is through the research and study of the current individualized consuming environment, the changeable trend of marketing, the closely connections between cultural-symbol and marketing, and the influence and significance of cultural-symbol on commodity, advertisement, marketing strategy and marketing plan that we get this result. In a word, neither the consumer cultural-symbol, nor the undividablity of cultural-symbol and marketing, and the great influence and significance of cultural-symbol, that predicts an age of cultural-symbol marketing in the 21st century. Keywords: cultural-symbol marketing consumer environment marketing strategy marketing plan TOC \o 1-5 \h \z HYPERLINK \l bookmark2 \o Current Document 1文化符号营销与文化符号消费保持同步 4 HYPERLINK \l bookmark4 \o Current Document 1.1文化符号消费的发展 4 HYPERLINK \l bookmark6 \o Current Document 1.2文化符号消费呼唤文化符号营销 5 HYPERLINK \l bookmark8 \o Current Document 1?3文化符号消费改变传统营销方式 7 HYPERLINK \l bookmark10 \o Current Document 2文化符号赋予整体营销新的意义 8 HYPERLINK \l bookmark12 \o Current Document 2.1文化符号带给商品的新概念 8 HYPERLINK \l bookmark14 \o Current Document 2. 2文化符号带给广告促销新活力 10 HYPERLINK \l bookmark18 \o Current Document 3基于文化符号的营销战略 12 HYPERLINK \l bookmark20 \o Current Document 3.1文化符号营销差异化战略 12 HYPERLINK \l bookmark22 \o Current Document 3.2文化符号促使营销战略产生创新 13 HYPERLINK \l bookmark16 \o Current Docu