摘要
随着世界经济的全球化,市场竞争从有形向无形转化,使得营销活动中文化因素的独特作用越来越重要,文化营销必将成为21世纪市场竞争中最锐利的武器。在跨文化经营的背景下,只有重视世界文化的融合,加强产品文化,品牌文化,企业文化,本土文化等方面的企业文化营销建设,才能让我们的企业走出国门,在复杂的国际市场竞争中拥有一席之地。
With the globalization of world economy, the market's tangible competition is changed to intangible competition, which makes culture in marketing more and more important. Culture marketing is bound to be the sharpest weapon in market competition. Under the background of cross-cultural management, they can't enter into international markets and play a role in competition of complicated international market until our enterprises put emphasis on combination of world culture, strengthen construction of enterprise culture marketing, including product culture, brand culture, business culture and native culture.
出处
《连云港职业技术学院学报》
2005年第1期35-37,共3页
Journal of Lianyungang Technical College
关键词
文化营销
文化
品牌
企业文化
本土化
culture marketing
culture
brand
business culture
native culture
