摘要
餐饮文化营销充分运用了文化力量实现企业战略目标。这种蕴涵着深厚文化知识与哲学的营销策略在餐饮业有着广泛的应用基础和宽阔的发展空间 ,餐饮业者正以丰富的想象力把人类的灿烂文化与现代文明构思嫁接和包容到餐饮产品和服务、树立品牌形象和创新企业文化中来 ,用文化作媒介与顾客及社会公众构建全新的利益共同体关系 ,创造餐饮产品消费价值链 ,增添产品的亲合力 ,增强企业的整体竞争优势。
The culture marketing is a new marketing stratagem,witch bring about business target with culture efficacy.Today,many food service enterprises mix the beautiful culture into their business to get competitive superiority.Culture increases consume value chain of the products,and culture is also easy to set up a new style benefit relationship between the enterprise and custom or publicpeople.The success of culture marketingin food service business depend on thatis possessed of distinguishing culture feature as well as quality service fashion.
出处
《华东经济管理》
2001年第6期108-110,共3页
East China Economic Management
关键词
文化营销
竞争优势
餐饮业
营销策略
culture marketing
food dervice
competitive superiority
