企业营销文化与文化营销的概念及功能分析研究.doc

狭西科技大学硕士学位论文 狭西科技大学硕士学位论文 陕西科技大学 硕士学位论文 企业营销文化与文化营销的概念及功能分析研究 姓名：张党利 申请学位级别：硕士 专业：企业管理 导教师：郗芙蓉THE CONCEPT AND THE FUNCTIONG OF THE ENTERPISE MARKETING AND THE CULTURAL MARKETING RESEARCH Abstract Since the 1980s, the enterprise cultures development promoted the related business management theory development, simultaneously proposed the marketing culture and the cultural marketing, and has started the Chinese culture management upsurge. As to the present theoretical research and concrete practice, enterprises marketing culture and culture marketing are undoubtedly aptest to cause two ambiguous concepts, because the enterprise marketing culture and the cultural marketing concept is not clear, causes the enterprise when utilizes these two mode of administration, cannot achieve enterprises expectation effect. In view of this, this article, on the basis of combing to enterprises marketing culture and culture marketing concept, definition and relation of enterprises marketing culture and culture marketing concept have been compared and analyzed, difference that is in the hope of clarifying the two from origin and getting in touch. The enterprise marketing culture is an enterprise culture part, is one strategic culture mode of administration, is enterprise all staffs that must carry on the construction for a long time, regarding enterprises general objective, and serves for the enterprise products marketing. Changes with each new day in the present science and technology in the situation, the similar enterprises products quality tends to be consistent, but the enterprise culture marketing can cause enterprises product in the similar products blooming, can have the product difference, simultaneously can also have the very tremendous influence to the product brand. 企业‘^^^销文化与文化营销的概念及功能分析研究 企业‘^^^销文化与文化营销的概念及功能分析研究 PAGE \* MERGEFORMAT III PAGE \* MERGEFORMAT III The enterprise culture marketing is one marketing way, is one tactic, will change along with the goal e