【摘要】：改革開(kāi)放以來(lái),隨著經(jīng)濟(jì)的迅猛發(fā)展,國(guó)內(nèi)機(jī)械制造行業(yè)技術(shù)逐步成熟,市場(chǎng)規(guī)模穩(wěn)步增長(zhǎng)。就我國(guó)柴油機(jī)制造企業(yè)的發(fā)展來(lái)看,在國(guó)內(nèi)需求持續(xù)改善、排放升級(jí)等多種因素的共同作用下,柴油機(jī)制造企業(yè)雖然面臨激烈的市場(chǎng)競(jìng)爭(zhēng)但還是取得了長(zhǎng)足進(jìn)步,繼續(xù)保持穩(wěn)定的增長(zhǎng)態(tài)勢(shì)。柴油機(jī)制造企業(yè)面對(duì)日漸激烈的市場(chǎng)競(jìng)爭(zhēng),必須要提高自身的競(jìng)爭(zhēng)力,為顧客提供更優(yōu)質(zhì)的服務(wù),能夠比競(jìng)爭(zhēng)對(duì)手提供更多的讓渡價(jià)值。因此,選擇合適的營(yíng)銷策略在柴油機(jī)制造行業(yè)中也同樣重要。當(dāng)前理論界關(guān)于文化營(yíng)銷的研究成果較多,國(guó)外不論是理論還是實(shí)踐都已經(jīng)相對(duì)成熟。國(guó)內(nèi)目前對(duì)文化營(yíng)銷領(lǐng)域的研究主要側(cè)重于文化營(yíng)銷的種類、未來(lái)發(fā)展趨勢(shì),除此之外還包括了文化營(yíng)銷的興起過(guò)程、意義、影響和策略等�？偟膩�(lái)看,這些文獻(xiàn)資料大多沒(méi)有單獨(dú)提出在品牌形象提升過(guò)程中文化營(yíng)銷的運(yùn)用,而是更多的把二者分開(kāi)來(lái)研究。 本文以S公司為例,在全面梳理和總結(jié)有關(guān)文化營(yíng)銷和文化營(yíng)銷在機(jī)械制造行業(yè)應(yīng)用相關(guān)的研究文獻(xiàn)的基礎(chǔ)上,基于S公司營(yíng)銷管理的現(xiàn)狀,富有見(jiàn)地將文化營(yíng)銷較為系統(tǒng)地植入工業(yè)品—?jiǎng)恿Ξa(chǎn)品銷售當(dāng)中,從而深入分析了當(dāng)前S公司文化營(yíng)銷面臨的問(wèn)題,最后有針對(duì)性的提出了其實(shí)施文化營(yíng)銷的對(duì)策,為文化營(yíng)銷促進(jìn)同質(zhì)化工業(yè)品的市場(chǎng)拓展探索新路徑。
[Abstract]:Since the reform and opening up, with the rapid development of economy, the technology of domestic machinery manufacturing industry has gradually matured and the market scale has increased steadily. As far as the development of diesel engine manufacturing enterprises in China is concerned, under the combined action of many factors, such as continuous improvement of domestic demand, emission upgrading and so on, diesel engine manufacturing enterprises have made great progress and maintained a stable growth trend although they are facing fierce market competition. In the face of increasingly fierce market competition, diesel engine manufacturing enterprises must improve their competitiveness, provide better service for customers, and be able to provide more transfer value than competitors. Therefore, it is equally important to choose the appropriate marketing strategy in the diesel engine manufacturing industry. At present, there are many research results on cultural marketing in the theoretical circle, both in theory and practice abroad have been relatively mature. At present, the research in the field of cultural marketing in China mainly focuses on the types and future development trends of cultural marketing, in addition to the rise process, significance, influence and strategy of cultural marketing. Generally speaking, most of these literature do not propose the use of cultural marketing in the process of brand image promotion, but more separate the two to study. Taking S company as an example, on the basis of comprehensively combing and summing up the relevant research literature on the application of cultural marketing and cultural marketing in mechanical manufacturing industry, and based on the present situation of marketing management of S company, cultural marketing is systematically embedded in the sales of industrial products and power products, and the problems faced by cultural marketing of S company at present are deeply analyzed. Finally, it puts forward the countermeasures to implement cultural marketing, and explores a new way for cultural marketing to promote the market expansion of homogeneous chemical industrial products.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.4

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