张裕葡萄酒文化营销存在的问题与对策分析

随着科学技术的日新月异，技术的垄断周期不断缩短，在全球范围内没有任何一家企业可以在单纯依赖技术垄断保持大的竞争力。因此，提高产品之外的附加价值是企业唯一可循之路。品牌的文化作为产品最重要的附加价值，可以对产品起到溢价功能。但是对于文化营销的内涵是什么，如何才能更好的运用文化营销，文化营销的具体原则是什么等等一系列问题，许多企业的理解都存在片面性，本文故此结合张裕葡萄酒公司作为案例，对其品牌文化、产品文化、消费文化等方面存在的问题进行分析，其中对品牌文化建设表面化、品牌文化建设方法形式单一、产品整体形象模糊、产品包装存在的缺陷、国民的消费观念未得到正视、城市和乡镇的消费具有明显的差别等方面进行了深入分析，并相应的提出解决这些问题的新思路：发挥品牌文化长久效应、相关副产品的开发、针对特定消费群的文化定位。其中对强化品牌宣传、发现品牌的新用途扩大需求、优化产品结构设计、相关副产品开发、满足消费者需求、缩小城市和乡镇之间的差距等方面进行了详细的阐述。希望能给各企业的文化营销带来一定的帮助。
关键词：文化营销  文化  张裕  葡萄酒
Abstract

Along with the science and technology is developing rapidly, and the technology of monopoly cycle continuously shortening in the global scope are not any one enterprise can only rely on technological monopoly in the competitiveness of its major. Therefore, improve product outside of the additional value is the only way of enterprise to follow. Brand culture as a product of the most important additional value, can play a premium to the product function. But for the connotation of culture of marketing is what, how to better use cultural marketing, culture of what is specific marketing principles, and so on a series of problems, many enterprise understand there is one-sided sex, this paper so ChangYu wine company with as a case, the brand culture, products culture, consumption culture and the analysis of existing problems, including the construction of brand culture, brand culture construction method apparent form a single, product overall image fuzzy, product packaging defects, national consumption concept not get face, cities and towns of consumption has obvious difference, etc are analysed, and the corresponding measures to solve these new way of thinking: play the brand culture long effect, related by-product of the development, according to specific cultural orientation of the consumers. To strengthen the publicity of brand, found that the brand new USES for expanding demand, optimize the structure of design, development, meet the relevant by-product consumer demand, narrowing the gap between the urban and rural aspects in detail. The hope can give each enterprise cultural marketing have brought some help.
Keywords: Cultural Marketing ，Culture ，ChangYu ，Wine
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