文档介绍：企业营销文化传播研究
摘要
企业营销文化是贯穿于企业整个营销活动过程中的一系列指导思想、文化理念以及与营销理念相适应的规范制度等的总称。西方企业从事营销文化的研究、积累和建设已愈半个多世纪,已有成形的方法和模式。我国由于引入市场营销理论时间不长,就营销文化部分尚未引起企业的足够重视。本论文从营销与文化的关系分析入手,论述企业营销文化的内涵和特征,在对营销文化传播的含义、要素、模式、特征及载体分析的基础上,提主要障出了营销文化传播的文化流向。并对营销文化传播的媒体选择要素进行分析,提出营销文化传播的碍及克服手段和措施。“营销文化”作为一个专门的营销领域必然需要从幕后走向前台,它也必将为营销学做出有益的补充并为推动企业的进一步发展做出有益的贡献。有关营销文化的研究目前处于起步阶段,对于营销文化的概念及营销文化的传播要素方面尚未达成共识。本论文借鉴了文化学和文化传播学的相关理论对营销文化及传播的渠道、障碍进行初步的探索研究。尽管有些观点不够成熟,但却有一定的创新。
关键词:营销文化;传播;措施
The Study on Enterprise Marketing Culture
Abstract
Corporate marketing culture throughout the enterprise marketing activities throughout the course of a series of guiding ideology, culture, philosophy, and with the marketing concept to adapt normative systems, etc. in general. panies engaged in marketing cultural studies, accumulation and construction has been more than half a century, has been forming methods and models. Since the introduction of marketing theory is not long, it is part of marketing culture has not yet attracted enough attention to the enterprise. There are some views about the contain and characteristic of cooperate marketing culture in the thesis. Analysising munication factor , mode, characteristic , and carrier, This thesis has some argument on the choice of medium and has some method in avoiding the obstruct of munication of cooperate marketing culture. "Marketing culture" as a specialized marketing needs from behind the front, it will also provide marketing supplement make useful and make positive contributions to promoting the further development of research on marketing culture is beginning in China. There is much discuss about the concept and factor of marketing culture. This thesis has some research on the concept and the obstruct marketing culture for using the theory munication and culture . It is not mature but there is some creation in it.
Key word : Marketing culture; communication
目录
摘要 I
ABSTRACT II
1 前言 1
本研究的目的与意义 1
国内外研究文献综述 1
国内研究文献综述 1
1.