市场营销毕业设计（论文）-内蒙古草原兴发股份有限公司文化营销研究.doc

大连民族学院本科毕业设计(论文)
内蒙古草原兴发股份有限公司
文化营销研究
学院(系): 经济管理学院
专业: 市场营销
学生姓名:
学号:
指导教师:
评阅教师:
完成日期: 2010年 6月10日
大连民族学院


摘要
随着经济的不断发展,企业之间的竞争也越来越激烈,各企业间的竞争已经从表层的竞争向深层次的竞争发展,即最终意义上的文化的竞争,文化的竞争是更高层次、更高品位的竞争。中国饮食文化是前年不衰的文化,中国的食品企业也应该是生产文化、经营文化的企业,消费者购买企业的产品,有个很重要的心理预期,就是要在获得物质满足的同时,能够享受食品带来的文化感应,甚至感受企业的文化,形成一种消费文化,获得最高的文化附加值。因此,企业文化对食品本身甚至企业自身竞争力的强弱起着举足轻重的作用。
文章通过从引入企业文化营销的概念和内涵入手,在阐明文化营销在企业竞争中的重要作用的基础上,分析赤峰草原兴发有限公司实施文化营销战略的现状,以及指出赤峰草原兴发有限公司文化营销存在的问题,提出了赤峰草原兴发有限公司文化营销问题的具体对策,探究了赤峰草原兴发有限公司文化营销未来合理的发展趋势。这对赤峰草原兴发有限公司抓住新的发展机遇,在新一轮市场竞争中获得优势地位,具有重要的意义。
关键词:企业文化;文化营销;绿色营销;网络文化营销

Caoyuanxingfa Inner Mongolia Culture Research
Abstract
With the economic development, competitions between enterprises have been ing more and more fierce, petition among enterprises has been from the surface to the deep development petition, that is petitions. petition is higher level, higher petition, the petition are higher level, higher petition. The food industry is that culture enterprise, guest producing culture, e to the food industry, have very important mentality expects to be to be going to enjoy culture and to consume culture, to gain maximal culture appending value. Therefore, the food industry culture is playing self's move greatly affects the general condition role to the food petition strong or weak.
Article start by the fact that camp pin poses in reply connotation from leading into the food industry culture, the camp pin basis in the food industry important effect peting is listed in expounding culture. Analysis of the implementation of Caoyuanxingfa, the status of cultural marketing strategy, and pointed out that the Caoyuanxingfa, cultural marketing problems raised Caoyuanxingfa cultural marketing of a specific policy, explores the Caoyuanxingfa. Culture reasonable future marketing trends. This Caoyuanxingfa seize new opportunities in the new round of petition superiority of great significance.
Key Words:enterprise culture; culture marketing; green marketing; net