摘 要：文化的实质是从产品与文化的融合人手，有意识地通过发现、培养或创造某种核心价值观，与消费者产生文化共鸣，将文化的因素渗透到企业的整个过程从而达成企业经营目标的一种方式。汽车文化是汽车战略模式之一，对宁夏汽车企业由传统转向战略具有重大意义。本文从文化的概念出发，分析汽车企业文化的现状以及不足，从而提出完善汽车企业文化的策略研究。
Absrtact:Marketing has a unique cultural connotation, which is based on the theory of strategic marketing behavior of the system as a guide to corporate culture as a medium to communicate with consumers. It is based on a combination of culture and marketing, to melt into the whole process of cultural concepts of marketing activities, culture and the camp is a little interaction with the blend, but it emphasizes material needs and cultural connotations behind. Its essence is the integration of products and manpower from the culture, consciously through the discovery, develop or create some kind of core values, cultural resonance with consumers, the factors of culture permeates the entire process of corporate marketing in order to reach a business goal marketing. Marketing is one of the automotive car culture strategic marketing model is of great significance for China’s automobile enterprises shift from traditional marketing, strategic marketing.
Keywords:Car culture;Cultural marketing; Importance; Strategy
目 录
1.1本文的理论意义和实用价值··································································· 1
1.2国内外研究现状················································································· 1
1.2.1国外研究现状·············································································· 1
1.2.2国内研究现状·············································································· 2
1.3本文拟解决的问题·············································································· 2
2 文化的基础理论概述···················································································· 3
2.1文化的概念························································································ 3
2.2文化的原则····················································································· – 3 –
2.2.1．体现文化品位的精髓······························································· – 3 –
2.2.2融入特定的文化事件·································································· – 4 –
2.2.3文化 这个原则重写！首先标题不对，这不是一个原则，其次内容也没说明到底是什么原则， – 4 –
2.3文化的类型····················································································· – 4 –
2.3.1需求驱动力模式······································································· – 4 –
2.3.2社会心理学模式······································································· – 5 –
3宁夏汽车企业文化的现状及不足··································································· – 6 –
3.1宁夏汽车企业文化的现状···································································· – 6 –
3.2宁夏汽车企业文化的不足···································································· – 6 –
3.2.1与品牌形象的定位不相符···························································· – 6 –
3.2.2没有清晰的文化的战略规划························································· – 7 –
3.2.3把文化当成一种短期促销手段······················································ – 7 –
3.2.4汽车企业对文化内涵的理解不够透彻·············································· – 7 –
4完善宁夏汽车企业文化的策略建议································································ – 9 –
4.1确定与品牌形象符合的文化策略··························································· – 9 –
4.1.1情感导入策略·········································································· – 9 –
4.1.2心理定位策略·········································································· – 9 –
4.1.3文化导入策略·········································································· – 9 –
4.2 规划清晰的企业文化战略··································································· – 9 –
4.3 建立长期且有效的文化机制······························································· – 10 –
4.4加强企业文化建设，提高文化品位······················································· – 11 –
