摘要
当前,文化营销已经成为企业快速占领目标市场、培育忠诚顾客、扩大品牌影响力的一把利器。在分析绿茶市场竞争格局与发展趋势的基础上,结合陕西"午子绿茶"的竞争优势,提出了"午子绿茶"的文化营销策略:在微观层面上,公司应该从产品文化、包装文化、品牌文化等维度进行市场定位并满足客户特定的文化心理需求;在宏观层面上,公司应该全面深入研究所面临的外部环境,并从人口、经济、社会、文化环境等角度,更新绿茶文化理念以满足消费者需求,从而提高市场占有率。
Today, the cultural marketing has become a weapon that quickly captures the target market, cultivate the loyal customers and expand the brand by the enterprise. In depth description of the green tea market competition pattern and the development trend, combined with the ＂Shaanxi Wuzi green tea＂ the company＇s internal and external competitive advantage, put forward the specific cultural market- ing ideas, strategies and tactics： as micro-level cultural marketing strategy, the enterprise should position and meet customer specific cultural psychological needs from the dimensions of the enterprise culture, the brand culture, the product culture and the packaging; the macro level, the company should deeply research the external environment from the aspects of the population, the economy, the so- ciety, the culture and the environment, update the green culture concept to satisfy the consumer demand, in order to increase the mar- ket share.
出处
《安康学院学报》
2013年第2期35-38,共4页
Journal of Ankang University
基金
陕西省教育厅2011年科学研究项目(11JK0139)
陕西理工学院校级科研项目(SLGKY11-25)
关键词
陕西午子绿茶
文化营销
策略
Shaanxi Wuzi green tea
cultural marketing
strategy
作者简介
张党利，男，陕西咸阳人，陕西理工学院管理学院讲师，主要从事市场营销研究。
