白酒文化营销外文翻译.pdf

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1、Analysis of the cultural marketing of Chinese liquor Abstract:Cultural market ing promotes the conno tati on of products through culture,and uses a series of means,such as product culture marketing,brand culture marketing and en terprise culture market ing,to achieve the goals of addi ng product val

2、ue,expa nding marketi ng cha nn els and realizi ng bus in ess operati on.The vitality of Cultural market ing is that it pen etrates culture in the products,services,bran ds,advertis ing and other marketi ng activities.It promotes the traditi onal marketi ng activity to the cultural marketi ng activi

3、ty,and con sta ntly injects exubera nt vigor into marketi ng activity.As a new type of marketi ng mode and one of the most powerful marketi ng weap ons in the market competiti on in the twen ty-first Cen tury,cultural marketi ng not only can help Chin ese en terprises to become an in depe ndent scho

4、ol in the domestic market,but also can help the en terprises to overcome cultural differe nces and occupy a space in intern atio nal bus in ess.Cultural market ing is the soul of market ing,and it will become the theme of future marketi ng and the eternal subject of marketi ng research.Key words:cul

5、tural market in g;liquor culture;en terprise;Luzhou liquor;1 In troducti on 1.1 The research backgro und With the development of human material and spiritual civilization,peoples living standard is continuously improved,and their desire to pursuit culture is increasingly strong.Culture has played a

6、very important role in the history of huma ns history,so long as the time past by.culture has put an deep impressi on in peoples life,just as the deep impressi on the moun ta in leaves to the land.Culture is affecting peoples work and life from all aspects.With the deepening of cultural studies,mark

7、eters come out from the traditi onal marketi ng theory gradually and look more into the cultural marketi ng-this new world of market ing.In future marketi ng activities,the culture will become an integral part of cultural marketing and will occupy an in creas in gly importa nt positi on.In the in fo

8、rmatio n age,no country and in dividual can resist the in flue nee of globalization,and culture,a mirror that reflects the history and development of a nation,is also certain to be deeply affected by the trend of globalization.In the process of cross-cultural com muni cati on,Chin ese culture is exp

9、erie ncing some cha nges as well.Some people argue that Chin ese culture,as the esse nceof worlds cultural heritage,should nt be much in flue need.However,i n my view,it is n ecessary,to some extent,to make some changes based on the following reasons:In the first place,while keeping its traditional

10、style,Chinese culture has to draw on the strong points of the cultures of other nations in order to be more world-oriented.In the sec ond place,adva need eleme nts in todays in fomati on age ought to be absorbed into Chin ese culture as well so that both the past precious cultural heritage and the l

11、atest developme nts in moder n society can be prese nted to the outside world.Material resources are scarce and will be depleted while culture can be endless.The brand without cultural conno tati on will be lack of vitality,and en terprises without nourishment of culture will not be competitive.With

12、 the coming of times of“knowledge economyand“experienee economyand the fierce competition among enterprises,cultural factors gradually penetrate and throughout the marketing activities.Now in our coun try,the economy is develop ing faster and faster.Culture plays an importa nt role in bus in ess.Peo

13、ple un dersta nding towards cultural is in progress.Culture is no Ion ger just an en lighte ning remark,but become the daily experienee of the majority of the population.Culture has become accepted as an important and eonstitutive element in the domain of marketing.A great deal of research has been

14、undertaken on the nature and effect of corporate culture and a limited amount of research has exam ined the lin kage betwee n culture and market ing.However,the eon cept of an in dustry culture as a third eleme nt in this see nario and the no ti on of eth noeen trism has only rece ntly bee n in trod

15、uced into the bus in ess sphere.The expanding body of knowledge on the impact of culture and ethnoeentrism on bus in ess has led to improveme nts in orga ni sati onal structure,labour relati ons,customer relations,productivity and profitability.The eoncept of hospitality is particularly culture boun

16、d but the hypothesis that the hotel industry(as a eentral component of the hospitality industry)and the provision of alcoholic drinks,as a strong in dustry culture has n ever bee n tested.Nor has it bee n questi oned whether this in dustry culture can con flict with the worldview and accepted norms

17、of com mun ities around the world that have a differe nt culture sett in g.It is the purpose of this paper to give an analysis of culture and ethnocentrism applied to the provision of alcoholic beverages within the hotel in dustry in Durba n,South Africa.The mai n sources of data for the paper are o

18、bjective observati on of the positi on and posture of the four and five star hotels in the Durba n Metropolita n Regi on and structured in terviews con ducted with the Gen eral Man agers of these establishme nts.In the future market competiti on,it will step into a stage of“cultural competition afte

19、r a phase of competition of cost and service.Therefore,en terprises must attach importa nee to the no urishme nt of product culture,brand culture and corporate culture.En teri ng into the 21st cen tury,cultural market ing begi ns to step into the historic stage,and the appeara nee of cultural market

20、i ng has a deep backgro und.1.1.1 The developme nt of culture marketi ng In todays world,culture is comb ined with economy and policy,and its status and role in the competiti on of comprehe nsive n ati onal stre ngth has become in creas in gly prominen t.I n the econo mic field,it registers as in cr

21、eas in gly content of commodity culture and cultural value-added,and the econo mic and social ben efits gen erated by the culture is also in creas ing.Culture is play ing an in creas in gly sig nifica nt role in the developme nt of society and economy.A develop ing country like China can gain a stro

22、ng footi ng in the intern ati onal arena by forming a cultural edge compatible with its social and econo mic developme nt,and that in order to achieve this,more reforms are needed.It has been recognized globally that cultural industry,with its small impact on the en vir onment and strong incen tives

23、 for scie ntific and tech no logical inno vati on s,is a healthy and pote nt source of econo mic growth.Over the past decade,many policy cha nges facilitat ing the growth of cultural in dustries have bee n brought about,starting with the reform of the administration of the cultural sector.By disting

24、uishing non-profit cultural programs from commercial cultural industry,the institutional barrier for cultural industry development was removed.The Plan to Promote the Cultural Industry was released,making cultural industrys development part of strategic state policy.Finally,at its sixth plenary sess

25、ion in October last year,the 17th CPC Central Committee approved the decision to deepen the reform of Chinas cultural system to boost socialist culture.In the historical development of economic and cultural integration process,culture has become a key factor of determ ining social and econo mic deve

26、lopme nt.The two factors promote the fact that future marketing gradually shows the trend of development of cultural marketing.Cultural marketing will become a sharp weapon in the market competition in the 21st cen tury marketi ng.First of all,the trend of economic and cultural integration has laid

27、a social foundation to cultural marketing.Since the 1970s,one of the important trends of the modern market economy is the development of economic and cultural integration.With the developme nt of econo mic and cultural in tegratio n,the culture has attached more and more atte nti on.Many scholars ha

28、ve no ted the relatio nship of symbiosis and in teract ion betwee n culture and economy,that is,culture promotes econo mic development and economic development promotes cultural development.Another phenomenon of economic and cultural integration is that the culture itself is increasingly becoming th

29、e object of consumption and forming a large cultural economy in dustry.Japa nese scholar has proposed that what people pursue can not be calculated by the coun table comfort,shape and a variety of spiritual life since the beg inning of the 1960s.After en teri ng the 1980s,the cultural market gradual

30、ly flourished,and peoples cultural n eeds have also in creased rapidly.Compared with previous years,this year many developers until some intermediary sales agents in the residential quality of the excavation and upgrade marketing competitiveness performance more mature.This surface is now mature and

31、 specific residential market ing pla nning and con trol over the performa nce in reside ntial market ing,quality back-seek ing.This reporter no ted that the main characteristics of a quality back to the marketing methods,mostly belonging to some brand or potential developers are in troduced,high-gra

32、de reside ntial,or eve n in dividual Tha nks for measuri ng success are luxury houses,villas.In such sales to residential property buyers are focused on the con cept of life,the emphasis is on quality reside ntial,advocacy is fashi on able lifestyle.Reside ntial sales,price is no Ion ger everyth ing

33、 weight.From the grow ing market quality market ing case shows that people with econo mic in come and to the continuous improvement of the residential purchase more rational choice to believe that the quality of primary and sec on dary marketi ng price,the market will become main stream in the n ext

34、 model.Secondly,the modern consumer behavior provides a broad market and psychological space for culture marketing.With the more free the market,the con sumers have got more choice to select the right brand they n eeded.Whe n the material civilization develops to a certain stage,it is the deeper spi

35、ritual needs behind diverse customer purchase.One of an importa nt feature of moder n con sumer behavior is more focus on cultural and psychological factors in the product services,such as emoti on,feeli ng,and so on.I n July 8,1998,Harvard Busin ess Review in America called on entrepreneurs to focu

36、s on the experienee economy era.Entertainment experie nee,educati on alexperie nee,escapist experie nee,aesthetic experie nee and so on will create a memorable experienee for consumers.The concept highlighting consumers spending individuality,emotion and personality just fits the spiritual level of

37、culture and provides a broad market psychological basis for cultural marketing.Con sumer Behavior and Culture reviews the myths of global marketi ng and explores the concept of culture and models of culture.It provides empirical evidenee of eonv erge nee and diverge nee in eon sumer behavior and cov

38、ers various psychological and sociological aspects of huma n behavior used for expla ining eon sumer behavior.Thirdly,modern marketing competition has become a huge driving force to cultural marketing.With the aggravation of market competition,the cultural factors have gradually entered into and run

39、 through hotel marketing.The aim of the culture market ing is to meet the material and cultural n eeds of eon sumers.The developme nt of moder n economy dema nds that each link of hotel marketi ng should be full of cultural spirit so as to meet the cultural needs of tourists.Rapid development of soc

40、ial economy has been more and more impossible to be confined neither to a particular country and a region or a particular industry.The enterprises pay more attention to the formation of differentiation to enhance value-added products and their competitive ness through the soft in put to the intan gi

41、ble resources.These soft in puts in clude product desig n,packag ing style,advertis ing.Cl recog niti on,public relati ons,products,services,etc.It is the cultural content that can decide whether these in puts are effective or not.With the aggravati on of market competiti on,the cultural factors hav

42、e gradually en tered into and run through hotel marketi ng.The aim of the culture market ing is to meet the material and cultural n eeds of con sumers.The developme nt of moder n economy dema nds that each link of hotel marketi ng should be full of cultural spirit so as to meet the cultural n eeds o

43、f tourists.Rapid developme nt of social economy has bee n more and more impossible to be confined n either to a particular country and a regi on or a particular in dustry.The en terprises pay more atte nti on to the formation of differentiation to enhance value-added products and their competitive n

44、ess through the soft in put to the intan gible resources.The complexity of moder n marketi ng makes the gen eral marketi ng means have little effect.However,the compa ny hav ing a stro ng cultural back ing can take adva ntage of the ini mitable core competitive ness to last,which is promoted by the

45、developme nt of cultural market ing.Fourthly,cross-cultural marketing provides a good opportunity for the developme nt of cultural marketi ng.Cross-cultural market ing has become an importa nt topic of in ternatio nalizatio n man ageme nt.The intern ati onal marketi ng theory always discusses the tr

46、ansn ati onal compa nies should adopt the strategy of sta ndardizati on or the strategy of localizati on in the process mult in atio nal man ageme nt.Compa niesin China should in tegrate their global marketi ng strategy with the Chin ese culture to adapt the Chin ese market,attract con sumers and bu

47、ild the loyalty and satisfact ion of customers.S ince the 1990s,the salie nt feature of the world economy has become the econo mic globalizati on,especially for transn ati onal corporatio ns which has absolutely showed this characteristic.I nternatio nal marketi ng theory believes that a product is

48、a cultural phe nomenon to a large exte nt.The style and applicati on of the product desig n and other marketi ng activities must adapt to and rely on local culture.Adapti ng to the local society can make marketing activities be effective,which shows the cross-cultural marketi ng provides opport unit

49、y for cultural market ing.Fifthly,cultural market ing theory is the product of the developme nt of the new marketing idea.Marketers are berated for their dependenceon Hofstede and his con cept of culture which stems from nin etee nth cen tury an thropology.Intern ati onal marketing studies need a ne

50、w approach to culture,which is consistent with the work ings of the global kno wledge economy.It is argued that it is no Ion ger satisfactory to associate culture with markets perceived as national aggregates of characteristics.Rather culture is seen as a knowledge resource waiting to be discovered