本文選題：LG電子(中國(guó))公司 + 文化營(yíng)銷　； 參考：《大連理工大學(xué)》2014年碩士論文

【摘要】：隨著社會(huì)經(jīng)濟(jì)的迅猛發(fā)展,消費(fèi)市場(chǎng)也在發(fā)生日新月異的變化,消費(fèi)者越來越注重精神享受和寄托,對(duì)消費(fèi)對(duì)象的文化價(jià)值匹配度提出了新要求。因此,企業(yè)要想在消費(fèi)市場(chǎng)獲取一席之地,就需要適應(yīng)時(shí)代潮流,在營(yíng)銷上注重文化帶給消費(fèi)者的影響力,增加差異化營(yíng)銷優(yōu)勢(shì)。利用文化營(yíng)銷這一新的消費(fèi)文化形態(tài),將企業(yè)文化與產(chǎn)品結(jié)合,提升企業(yè)文化價(jià)值,以突出產(chǎn)品的文化差異性及企業(yè)價(jià)值優(yōu)勢(shì)來獲得消費(fèi)市場(chǎng)的青睞,形成企業(yè)核心競(jìng)爭(zhēng)力。因而,文化營(yíng)銷這一全新營(yíng)銷模式的實(shí)踐是時(shí)代發(fā)展的必然要求。 LG電子公司作為世界五百?gòu)?qiáng)企業(yè)之一,曾先于市場(chǎng)積極推進(jìn)文化營(yíng)銷策略,但其在中國(guó)的文化營(yíng)銷之路卻困難重重。本文以LG電子(中國(guó))公司文化營(yíng)銷策略為研究對(duì)象,結(jié)合MBA課程中所學(xué)知識(shí),分析困境產(chǎn)生的原因,探求LG電子(中國(guó))公司行之有效的文化營(yíng)銷策略。 本文首先介紹了LG電子(中國(guó))公司的發(fā)展現(xiàn)狀及電子行業(yè)背景,其次結(jié)合三個(gè)具體案例描述LG電子(中國(guó))公司的文化營(yíng)銷實(shí)踐中存在的問題,結(jié)合SWOT理論、STP理論、勒溫的場(chǎng)論、4PS理論等四個(gè)理論對(duì)問題進(jìn)行深層次的原因分析,得出在企業(yè)文化、營(yíng)銷管理、人力資源、產(chǎn)品服務(wù)四方面存在問題。最后,在對(duì)案例綜合分析的基礎(chǔ)上,根據(jù)問題點(diǎn)提出LG電子(中國(guó))公司企業(yè)文化營(yíng)銷的改進(jìn)方案,以期LG電子(中國(guó))公司能夠在我國(guó)開拓成功的文化營(yíng)銷道路,并對(duì)其他企業(yè)的文化營(yíng)銷實(shí)踐提供借鑒和參考。
[Abstract]:With the rapid development of social economy, the consumer market is also changing with each passing day. Consumers pay more and more attention to spiritual enjoyment and sustenance, and put forward new requirements to the cultural value matching degree of the consumers. Therefore, if enterprises want to gain a place in the consumer market, they need to adapt to the trend of the times, pay attention to the influence that culture brings to consumers in marketing, and increase the advantage of differentiated marketing. By using the cultural marketing as a new form of consumption culture, the enterprise culture is combined with the product to enhance the value of enterprise culture, so as to gain the favor of the consumer market and form the core competitiveness of the enterprise by highlighting the cultural difference of the product and the advantage of the enterprise value. Therefore, the practice of cultural marketing, a brand new marketing model, is an inevitable requirement of the development of the times. As one of the top 500 enterprises in the world, LG Electronics Company has actively promoted cultural marketing strategy before the market. But its road of cultural marketing in China is difficult. This article takes LG Electronics (China) company culture marketing strategy as the research object, unifies the MBA curriculum knowledge, analyzes the difficult position causes, explores LG Electronics (China) company effective culture marketing strategy. This paper first introduces the development of LG Electronics (China) Company and the background of the electronics industry, then describes the problems existing in the cultural marketing practice of LG Electronics (China) Company in combination with three specific cases, and combines the SWOT theory with STP theory. Lewin's field theory and four theories, such as field theory and 4PS theory, make a deep analysis of the causes of the problem, and draw the conclusion that there are problems in four aspects: corporate culture, marketing management, human resources, and product service. Finally, on the basis of the comprehensive analysis of the case, according to the problem points, the paper puts forward the improvement plan of LG Electronics (China) company's enterprise culture marketing, hoping that LG Electronics (China) company can develop the successful cultural marketing road in our country. And the cultural marketing practice of other enterprises to provide reference and reference.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F416.63

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