文化营销与浙江出口

论文编号:GM489  论文字数:16213.页数:25

 摘  要

 在现代经济全球化大背景下，营销正在渗入我们生活的方方面面。21世纪是知识经济时代，给企业带来了新的机会和挑战。面对新的市场营销环境，传统的营销方式已显得过时陈旧。21世纪的营销竞争，将是文化的竞争，对于以出口为主的浙江来说，文化营销的实施，将是今后营销人员的主要立意点。本文着重阐述了文化营销与浙江出口，并对文化营销和浙江出口作了结合，加强文化营销，提升出口效益。为了适应“全球营销”的需要，使浙江的出口持续、健康发展，必须在其企业上、产品上赋予文化内涵，实施文化营销。通过文化营销，提升产品的附加值，是实现浙江出口从单纯量的增加到内涵的丰富，进而提升出口效益。本文从该观点出发，分四部分完成，第一部分简要的阐述本文选题的背景以及意义。第二部分对概念的阐述以及论点的引出。第三部分结合浙江的具体情况加以分析，进一步证明文化营销提升出口效益，并指引浙江企业进行真正的国际市场营销。第四章简明扼要的总结。通过本文浅薄的分析，阐述了文化营销与浙江的出口，给企业一些微薄的建议。

关键词：文化营销、浙江出口、附加值

CULTURAL MARKETING AND ZHEJIANG EXPORTATION

 ABSTRACT

As globalization proceeding, every aspect of our lives is affected by marketing. In this new century, a century of knowledge economy, corporations are facing with the new marketing environment full of opportunities and challenges, and the traditional marketing methods would be substituted by cultural competition. For Zhejiang, an export-oriented economy, the implementation of cultural marketing would be the next major purchase of development. By summarizing former marketing researches, this paper try to study marketing by mingling culture marketing and exportation, then, emphasizing that it is a major strategy to increase export effectiveness by strengthen cultural marketing. To adapt "global marketing", so as to sustain Zhejiang''s export healthfully, we must take culture into or idea of enterprises and Products, and implement cultural marketing. Marketing through culture, enhancing the added value of products, simply make Zhejiang exportation from the increased volume to the rich connotation, more to enhance the effectiveness of exports. From the point of view, the paper consists of four parts, the first part is a brief exposition of the background and topics significance. The second part is a description of the concept and leads the points. Part III with the specific circumstances of Zhejiang, which analyzes further proof of Cultural Marketing upgrade the effectiveness of exports, and lead Zhejiang enterprises to the genuine international marketing. part IV concise summary. Adoption of this flimsiness analysis, expatiating the cultural marketing and Zhejiang exports, give the enterprise some slender proposals.

KEYWORDS：Cultural marketing, Zhejiang Exportation, Added Value
目         录

第一章  引言…………………………………………………..1
第一节 选题意义……...………………………………………….1
一、研究背景…………………………………………...………..1
二、研究意义…………………………………………...………..1
第二节  营销概述……………………………...………………...2
一、国际市场营销概述 2
二、中国传统的营销理念和方式 3
第二章  文化营销…………………………………………….5
第一节  文化营销概述…………………………………………...5
一、文化营销概述………………………………………………..5
二、本文对文化营销的定义………………………………………6
第二节  文化营销的应用………………………………………...7
产品文化提升产品的附加值………………………………….7
文化营销在产品文化上的应用………………………………..8
文化营销与浙江出口………………………………....10
浙江出口现状的分析……………………………………...10
浙江经济及出口的现状分析…………………………………..10
浙江出口形势分析……………………………........................13
文化营销的开展…………………………………………..14
浙江产品文化建设的必要性…………………………………14
浙江产品文化营销的实战…………………………………....15
文化营销实现浙江产品真正的国际营销……………………....16
文化营销过程中存在问题及对策的简单分析………………...18
文化营销过程中存在的问题……………………………………18
浙江在文化营销问题中的对策    ……………………………..19
第四章  结论……………………………………………………20
参考文献……………………………….…………………………21
致谢……………………………………………….……….……..22
附录