张裕葡萄酒文化营销策略分析

张裕葡萄酒文化营销策略分析
【摘要】随着企业产品的同质化, 消费者购买行为去趋于个性化和情感化. 21世纪文化已逐渐成为生产力发展的重要动力。在企业营销活动中, 文化因素的地位逐渐凸显. 文化营销模式正逐渐成为市场营销的新生力量。本文在传统4Ps理论上新提出第5P（People）营销策略，即关注人文精神的文化营销策略。首先阐述了文化营销的内涵、功能及实施方法，并以张裕葡萄酒为例，借鉴其文化营销策略的成功之处，文化营销对于葡萄酒企业的重要性结论，对葡萄酒企业如何实施文化营销提出建议。

【关键词】文化营销   葡萄酒   文化营销策略  张裕 
Cultural Marketing of Wine
Abstract :with the development of the Enterprise product homogenization,the consumer Buy behavior tend to be more Individual and emotional.In the 21 century,culture has become the most important movtive force for the productivity.In the enterprise marketing,the status of the culture has stood out. Culture marketing has been a new emerging force in the marketing stategy.This paper come up with the fifth P（People）,the culture marketing focus on the cusmers spirit needs .Firstly, the paper analyze the concept ,function and the practial method of cultural marketing   drawing on the ZhangYu Wine’s successful expe rience. Reach the conclud taht the sales of wine would be promoted through cultural marketing. Lastly give advice about How Wine enterprise  should carry out the culture marketing stategy
Key words: cultural marketing; wine;culture marketing strategy; ZhangYu

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