摘要
品牌文化是构成品牌的核心,主要提供给消费者一种归属感。目前在消费不断升级的过程中,消费者的"新消费意识"正逐渐向精神层面靠拢。所以在新消费时代下,企业应以马斯洛需求层次理论为理论依据,制定以文化因素为核心的营销战略与营销策略,不断提升企业品牌文化,以期在更好应对消费者需求改变的同时,取得其长久发展。
Brand culture constitutes the core of the brand,mainly providing the consumer a sense of belonging.Currently,in the process of consumption upgrading,the new consumer awareness is gradually approaching the spiritual level.So in the new consumer era,in order to better respond to changing consumer demand and achieve its long-term development,enterprises should take the cultural factors as the core of marketing strategy and marketing tactic based on the ＂Maslow hierarchy of needs theory＂ to continuously enhance corporate brand culture.
出处
《企业活力》
2012年第2期29-34,共6页
Enterprise Vitality
关键词
品牌文化
消费升级
马斯洛需求层次理论
brand culture
consumer upgrading
＂Maslow hierarchy of needs theory＂
