Cultural Marketing: "Positive Energy" In Shoes And Clothing Market

Cultural marketing is not a slogan, it is not only a form of problem, but also a manifestation of brand connotation. It plays an indispensable role in the development process of enterprises in the long run.

From a business perspective, culture is what customers want and actually get beyond the visible goods and the description of services.

The more the brand provides the customer, the more customers will depend on the brand.

You have formed a fixed connection or image in the mind of customers, which is beyond the visible products and measurable services. It is difficult to change easily because of competitors' joining.

The charm of cultural management lies in this.

Fierce competition in shoe industry

With the increasing competition of market terminals, "concentrating advantages and consolidating strongholds and strengthening sites" has become a vivid portrayal of many enterprises from concept to action.

In order to be stronger than competitors, most of them are stronger.

All of them have chosen the same way to improve the market -- to deepen the marketing to the bottom. In other words, we need to implement different marketing strategies for different regions, different consumer groups and different situations, that is, differentiated marketing strategy.

As a new marketing concept, cultural marketing, which can not be ignored, is a strategic marketing which is designed to meet the needs of different cultures generated by different cultures. It advocates enterprises to achieve social value as the organizational goal, so as to maintain the core competitiveness of enterprises from cultural needs and make them consistent with the core values of corporate culture.

In today's era, people become indifferent, so people are eager for affection, friendship and human concern at this time.

When people's own quality and cultural accomplishment have been widely improved, the brand can create the value of belonging to itself and "Immortality".

Build a corporate culture trump card

First of all, cultural construction is the cornerstone of cultural marketing.

"If the skin does not exist, the hair will be attached."

If the culture of the enterprise is not well positioned, why do we talk about cultural marketing?

The construction of enterprise culture is the premise and foundation of corporate culture marketing. Enterprises do not have good healthy and comprehensive cultural construction. Cultural marketing has become a passive water and a tree without roots.

To analyze and identify the cultural characteristics of different environments is the intermediate link and link of cultural marketing.

On the basis of the construction of enterprise culture, only by analyzing the culture of different environments can we formulate a scientific strategy of cultural marketing combination. The formulation of cultural marketing mix strategy is the inevitable result of the former two.

In the process of cultural marketing, enterprises often ignore the former two, but only pay attention to the application of cultural marketing mix strategy.

Content determines form, form is embodiment of content, dialectical unity of the two.

In cultural marketing, enterprises tend to pay more attention to form rather than content.

Some enterprises only pay attention to the packaging of products and do not attach importance to the quality of products; some enterprises only put forward some slogans in cultural construction but do not carry them out in practice; some enterprises only know that they advertise for advertising, pay attention only to the visual identity system of enterprises, but do not emphasize the concept of enterprises and the construction of enterprise behavior, resulting in the result of "gold and jade outside its ruin".

We should treat cultural marketing from a systematic viewpoint.

The cultural marketing of enterprises is a whole and an organic system.

We must not take everything out of context, but grasp only one thing and ignore the rest.

Let culture run through marketing, which is the core of cultural marketing.

In the process of new product development, products should be given more cultural taste and spiritual connotation, so that tangible goods can be sublimated into a spiritual and emotional "living things", so as to meet people's spiritual and cultural needs. Cultural marketing at this level is the introduction of products or services that can improve the quality of human life and promote the development of human material civilization, and guide a new and healthy consumption concept and consumption mode.

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At the brand culture level, whether the brand is competitive or not, whether it can become a famous brand does not depend on the difference of technology, but whether the brand has rich cultural connotations.

Today's

In the field, most brands intensify their efforts in two aspects of culture and marketing, trying to implant brand culture into cultural packaging, giving brand culture individuality and spiritual connotation, and increasing consumers' unique perceived value for products.

In the packaging, decoration and naming of products, we should add artistic taste to make the external beauty and inner beauty of products integrate organically.

In advertising, we should study more about the spiritual and cultural needs of consumers, take emotional appeals as the center, and use unique artistic techniques to infect consumers and impress consumers.

The shoe enterprises and big brands have done their homework in this respect. In the public relations of enterprises, they should not only enhance the cultural accomplishment of public relations personnel, but also make every activity that they engage in, have more cultural charm and charm.

Communication culture is the key to cultural marketing.

Cultural marketing should have a certain pmission power, and a more stable marketing culture communication base should be established.

Only by establishing a stable communication base, the way and effect of spreading culture will be passed down in one continuous line, so that we can achieve certain results.

How to build a cultural pmission base has become very critical. The existing way is to establish the form of monopoly or set up a marketing and publicity Center. It has the ability to radiate, and it can also establish a platform for communication with consumers. Less investment and better results are the best way to display the sales of enterprises and products.

The spread of corporate culture is of great significance to the survival and development of enterprises.

The dissemination of culture within the enterprise, so that all employees can form the value recognition of cultural marketing, so that all employees in the enterprise can share the common goals, values and codes of conduct of enterprises, and eventually internalize their spirit into their own values, so as to enhance their cohesion and competitiveness through their own behaviors.

The slogan "refueling! China!" has given great encouragement and support to the Chinese people who were shocked and grieved after the 2008 Wenchuan earthquake.

This simple advertisement implies that in the face of disasters, Chinese people do not need to sympathize with each other, do not need to recall disasters, and need more encouragement.

Every great nation must go through many hardships. Only by defeating these difficulties can China achieve a real turning point in the international community.

It has to be said that Anta's marketing is a success. It has formed an image of a public king in the hearts of more people, and shocked every soul with courage. "Refueling! China!" this TV advertisement has successfully promoted the rapid development of its own brand by the success of the national cohesion and pride of China.

Cultural implants can not only satisfy consumers' functional requirements at the physical level, but also satisfy consumers' cultural needs at the spiritual level. Cultural implanting "price" can effectively enhance consumers' perceived value of brands and generate corresponding brand premium; cultural implanting "channels" will effectively deepen consumers' understanding of enterprises; cultural implanting "promotion" can effectively enhance the sales force and communication power of enterprises in the terminal; because it involves "culture", and "culture" is difficult to price, because its cost can be much less; in addition, it is precisely because "culture" is invisible, and it often runs counter to efficiency.

All of these make it easy for enterprises to fall into the trap of culture and culture, ignoring the commercial purpose of cultural marketing, and thus outweigh the gains.