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M & D FORUM A Study on the New Model about Culture Marketing Strategy YAN Jinsong Ph.D. & Associate Professor, Deputy Director of Teaching Affairs Office, Xiaogan University, Hubei Province, P.R.China, 432000 Abstract: This paper reviews the literature on the culture marketing from the perspective of product culture, price culture, brand culture and advertisement culture, based on which a a new theoretical model was proposed as a principle of culture marketing strategy. In the new model, value is the core of culture marketing, around which are the traditional value, global culture management, concept innovation and ethics, which is surrounded by relationship marketing. In this paper, the method of induction was used to systematize the different strategic thinking suggested by different scholars in different journals and books. Keywords: culture marketing, induction, model, strategy 1 Introduction Culture marketing is a new way of doing marketing, which the measures are taken by the marketers for cultural adaptation to meet the cultural requirement of the consumers. Culture marketing focuses on finding out the core value of the potential consumers and creating a value, which could be accepted by target market. While traditional marketing pays much attention to the improvement of the product function and price setting. The company’s' missions also display its culture[1]. The mission replies the questions like: "What is our company?" "Who is our customer?" "What is our customers' core value?" The rise of culture marketing provides a new way for constructing the core competitiveness. The new way is: shape a new value or a series of new value to push the company toward successful marketing and this is what we call culture marketing. 2 Culture Marketing Strategy The value influences the judgment of consumers’ needs and thus decides that what kind of product the company should produce. On the other hand, through the display and indoctrination of the values, the companies make the consumers accept the enterprises and then accept the products or service provided by the enterprises. This is why the value is in the centre of culture marketing. The value is used to express the company's responsibility to target market, social development and mass people and in this way, establish the external image and achieve the effective communication between the consumers and companies. The values can also be used internally to coordinate the relationship between the staff from different department, optimize the production elements, and motivate the creation of people. Good image, strong communication, reasonable production management, repeatedly emerged innovations is the strong support of the core competitiveness. The means, method could be copied by other companies, but, the original engine, the company's value, formed in the long-time production and management practice as the general view of the companies business practice, the staff's working behavior and company's public image, are very comprehensive and integrate with the company's staff. The values are stably settled with cultural deposits and are solely owned by the company. So, from this angle, an excellent company's competitiveness lies in its value which is the core competitiveness of the company. 2.1 Value is the core of culture marketing It is suggested that some trend of culture marketing in the 21st century, which are the basic ideas and concepts that form marketing. Firstly, The resurrection of the tradition [2]. The competition among products lies mainly in the cultural meaning, not in the product function and price. Attracting the 370 M & D FORUM customers, maintaining the customers with culture is the important means of competition. Absorbing and protruding the traditional culture in the process of marketing activities will bring the new competitive advantage for the company. For example, acupuncture is based on the Chinese tradition medical theory with rich connotation of Chinese traditional medical treatment. To extend acupuncture throughout the world is to push the traditional culture to international market in order to attract more foreign customers. French champagne is the symbol of French romanticism and enthusiasm. With the help of romantic culture, French champagne gets into international market and attracts many customers who are fond of French culture. The success of costume brand of "red bean", lies in transplanting Chinese ancient poet Wangwei's eternal verse with extensive popularity and its intension of traditional culture. Malboro Company represents its brand image taking advantage of the culture of western cow boy and gains its success in the market. It is necessary to unify the brand image and the traditional culture. 2.2 Traditional value strongly influences culture marketing Secondly, the concept innovation, which means creating new concepts in the market and attach the new cultural meaning to the product. In the 21st century, new changes will be made in with the changes of the people's lifestyle. So, if a company can understand and create fresh ideas and concepts conformed to the changes and trend, the company's product will become a symbol of the new culture and impress the consumers very much. Sony, developed the product called "walkman", which meets the consumers' demand of music at any time, in any place. "Walkman" is a symbol of the cultural concept that "always brings the music together with you". Creating ideas is not done casually, but done after penetrating the peoples' lifestyle, the trend of concept development. Only when the concepts created meet the trend can they become the symbol of the culture and finally touch the consumers' heart with the culture in the concepts. 2.3 Concept innovation heavily influences culture marketing strategy Ethics is the element to gain victory. In the 21st century, the society is faced with the problems of information technology management, environmental protection, resources regeneration, business ethics, staff development, etc. Caring about these issues, people will raise some requests toward the companies. Without paying attention to these issues will damage the image of the enterprise and finally affect the management of the enterprise. Ethics is the commanding height of the culture marketing. The detailed content will vary with the people's concepts in different times and the advancement of the society. In the long run, the ethics should represent the common benefits of the society, enterprise and individuals. It's a widely accepted ethics that the final goal of the enterprise is not to make profits, but to raise the living standard with the career by providing the consumers with well-qualified and low-priced products and services. 2.4 Ethics heavily influences culture marketing strategy The economic globalization makes it a trend to manage a company from the perspective of global management. There is no identification of nationality and no headquarter of a company could be located in any country or any region. The staffs, including senior management staff, are not confined to any country or nationality. Those who can integrate varied cultural value into a whole organizational culture will enjoy a leading position. The cultural integration is another trend of culture marketing. The following points should be considered in culture marketing from the perspective of global culture marketing management, which could also be the points due to be paid attention by cultural marketers in planning culture marketing strategy internationally[3]. Now that culture marketing is being conducted around the globe, the marketers must take language and cultural factors into account [4]. The cultural use of language is: The first, language, to a great extent, determines the effect of communication; the second, language provides an access to learn the local consumers and get the first hand information about the consumers; third, even inside the company, the 371 M & D FORUM communication between the staff from different countries need to understand a common language; fourth, the language ability is not only used for communication verbally, but also in understanding the culture. In addition, religion is a very sensitive element in the culture. The absence of marketers' knowledge will easily cause the offence. How much does a religion contributes to a country's economic development and market condition depends on the country or the region's background. In the countries with very strong religious influence, it is also impossible to do marketing. The religion has a very deep influence on the consumers' lifestyle, value, purchase choice, and purchase model. Different religious environment might bring different chances or limits. Besides this, education is another important factor to be considered by culture marketers. Generally, the more developed the economy is, the more literate the people are. First, education level ,culturally,influences the consumers’ living attitude, buying behavior, specific mode of consumption and the reaction toward advertisement are the determinant of the consumers' lifestyle. Different education quality displays different aesthetic concepts, which leads to buying behavior and preference. For international marketers, it is necessary to know the major points of the host's country on the structure and proportion of the nation; second, education level influences the consumers’ behavior and decides the different requirements of consumers toward the product. Generally speaking, the higher the consumers' education is, the better their identifying ability and also the more reasonable the decision-making process is. Finally, social organization also plays its role here. Family is the basic unit of the society, and also, the reference in lower level, including family, friends, colleagues, classmates, neighbors, etc. They have the close relationships with each other and they influence each other's buying behavior and preference. The higher level includes movie star, sports star or the celebrities in other field. They have their fans, who imitate their idol's consumption. Besides this, group of special interest or social class are also based on profession, politics, religion and entertainment. 2.5 Global marketing strategy is an important part in culture marketing strategy Relationship marketing, the final destination and result of culture marketing. Culture marketing as the distinctive thinking, ethics, value, and interpersonal relationship goes through marketing process. Here, interpersonal relationship is actually the core of the relationship marketing [5]. The essence of relationship marketing is the establishment of non-business relationship on the basis of business relationships to make sure that the business relationships can develop continually. The relationship marketing is not "zero-sum game", but a "non-zero-sum game" based on win-win thinking. Culture marketing, helps push the ideas and concepts of relationship marketing to avoid the conflicts and risks incurred between the companies and the target market [21]. Culture marketing focus on the cultural distinct characteristics; push the sales of a cultural concept in order to "drag" the consumers emotionally to purchase the product. The cultural harmony strengthens the friendly relationships between the seller and the buyer. In this way, culture marketing strongly supports relationship marketing. 2.6 Relationship marketing is the final destination of culture marketing 3 Conclusion According to the above, the following new model is formed for culture marketing strategy. 372 M & D FORUM Global Culture Management Traditional Value Concept Innovation Ethics Value Relationship Marketing In the new model, the following points could be concluded: First, value is the core of culture marketing, around which are the traditional value, global culture management, concept innovation and ethics, which is surrounded by relationship marketing. This paper recognizes that culture marketing really markets the value carried by the product, which lies in the central part of the model. Second, Absorbing and protruding the traditional culture in the process of marketing activities will bring the new competitive advantage for the company. Third, it is useful to merge new concepts into the product and design it conformed to the trend of the society's value. Fourth, ethics is the commanding height of the culture marketing. The detailed content will vary with the people's concepts in different times and the advancement of the society. In the long run, the ethics should represent the common benefits of the society, enterprise and individuals. Fifth, Global culture marketing management should planned in terms of language, religious belief, social organization, education, social organization. Finally, relationship marketing is the result of culture marketing. When the consumers recognize the culture carried by the product, they accept the product and the brand, thus a consumer loyalty is built up. A long term good relationship between the company and target market will be maintained. References [1]. Bo Yuan and Xiangfeng Ye. Looking at Culture Marketing from Different Aspects [J]. Economic Tribune,2004(6):76-77. in Chinese [2]. Dongwu Wang. Culture Marketing- the New Marketing Trend in the 21st Century J]. Mechanical ( ) 373 M & D FORUM [3]. [4]. [5]. [6]. ( ) Management and Development, 2002(5):36-37. in Chinese Biqun Gan and Xinglü Peng. International Marketing [M]. 2nd edition, Beijing: Higher Education Press, 2006:33-42. in Chinese Rajshekhar G. Javalgi, Bob D. Cutler, Robert B. Young. The Influence of Culture on Services Marketing Research: Guidelines for International Marketers [J]. Services Marketing Quarterly, 2005(2):109. Huanying Zhang. Culture Marketing: the New Marketing in the Times of knowledge economy[J]. Market Modernization, 2002(6):31. Jirong Cai. Culture Marketing-the Strategic Choice of the Company's Marketing Ability Establishment [J]. Commercial Research, 2003(3):135-136. ( ) 374