白酒文化营销外文翻译.docx

白酒文化营销外文翻译.docx

《白酒文化营销外文翻译.docx》由会员分享，可在线阅读，更多相关《白酒文化营销外文翻译.docx（50页珍藏版）》请在冰豆网上搜索。

白酒文化营销外文翻译

AnalysisoftheculturalmarketingofChineseliquor

Abstract:

Culturalmarketingpromotestheconnotationofproductsthroughculture,andusesaseriesofmeans,suchasproductculturemarketing,brandculturemarketingandenterpriseculturemarketing,toachievethegoalsofaddingproductvalue,expandingmarketingchannelsandrealizingbusinessoperation.ThevitalityofCulturalmarketingisthatitpenetratescultureintheproducts,services,brands,advertisingandothermarketingactivities.Itpromotesthetraditionalmarketingactivitytotheculturalmarketingactivity,andconstantlyinjectsexuberantvigorintomarketingactivity.Asanewtypeofmarketingmodeandoneofthemostpowerfulmarketingweaponsinthemarketcompetitioninthetwenty-firstCentury,culturalmarketingnotonlycanhelpChineseenterprisestobecomeanindependentschoolinthedomesticmarket,butalsocanhelptheenterprisestoovercomeculturaldifferencesandoccupyaspaceininternationalbusiness.Culturalmarketingisthesoulofmarketing,anditwillbecomethethemeoffuturemarketingandtheeternalsubjectofmarketingresearch.

Keywords:

culturalmarketing;liquorculture;enterprise;Luzhouliquor;

1Introduction

1.1Theresearchbackground

Withthedevelopmentofhumanmaterialandspiritualcivilization,people'slivingstandardiscontinuouslyimproved,andtheirdesiretopursuitcultureisincreasinglystrong.Culturehasplayedaveryimportantroleinthehistoryofhuman'shistory,solongasthetimepastby.culturehasputandeepimpressioninpeople'slife,justasthedeepimpressionthemountainleavestotheland.Cultureisaffectingpeople'sworkandlifefromallaspects.Withthedeepeningofculturalstudies,marketerscomeoutfromthetraditionalmarketingtheorygraduallyandlookmoreintothe"culturalmarketing"--thisnewworldofmarketing.Infuturemarketingactivities,theculturewillbecomeanintegralpartofculturalmarketingandwilloccupyanincreasinglyimportantposition.

Intheinformationage,nocountryandindividualcanresisttheinfluenceofglobalization,andculture,amirrorthatreflectsthehistoryanddevelopmentofanation,isalsocertaintobedeeplyaffectedbythetrendofglobalization.Intheprocessofcross-culturalcommunication,Chinesecultureisexperiencingsomechangesaswell.SomepeoplearguethatChineseculture,astheessenceofworld'sculturalheritage,shouldn'tbemuchinfluenced.However,inmyview,itisnecessary,tosomeextent,tomakesomechangesbasedonthefollowingreasons:

Inthefirstplace,whilekeepingitstraditionalstyle,Chineseculturehastodrawonthestrongpointsoftheculturesofothernationsinordertobemoreworld-oriented.Inthesecondplace,advancedelementsintoday'sinfomationageoughttobeabsorbedintoChinesecultureaswellsothatboththepastpreciousculturalheritageandthelatestdevelopmentsinmodernsocietycanbepresentedtotheoutsideworld.

Materialresourcesarescarceandwillbedepleted，whileculturecanbeendless.Thebrandwithoutculturalconnotationwillbelackofvitality,andenterpriseswithoutnourishmentofculturewillnotbecompetitive.Withthecomingoftimesof“knowledgeeconomy”and“experienceeconomy”andthefiercecompetitionamongenterprises,culturalfactorsgraduallypenetrateandthroughoutthemarketingactivities.Nowinourcountry,theeconomyisdevelopingfasterandfaster.Cultureplaysanimportantroleinbusiness.People’sunderstandingtowardsculturalisinprogress.Cultureisnolongerjustanenlighteningremark,butbecomethedailyexperienceofthemajorityofthepopulation.Culturehasbecomeacceptedasanimportantandconstitutiveelementinthedomainofmarketing.Agreatdealofresearchhasbeenundertakenonthenatureandeffectofcorporatecultureandalimitedamountofresearchhasexaminedthelinkagebetweencultureandmarketing.However,theconceptofanindustrycultureasathirdelementinthisscenarioandthenotionofethnocentrismhasonlyrecentlybeenintroducedintothebusinesssphere.Theexpandingbodyofknowledgeontheimpactofcultureandethnocentrismonbusinesshasledtoimprovementsinorganisationalstructure,labourrelations,customerrelations,productivityandprofitability.Theconceptofhospitalityisparticularlycultureboundbutthehypothesisthatthehotelindustry（asacentralcomponentofthehospitalityindustry）andtheprovisionofalcoholicdrinks,asastrongindustryculturehasneverbeentested.Norhasitbeenquestionedwhetherthisindustryculturecanconflictwiththeworldviewandacceptednormsofcommunitiesaroundtheworldthathaveadifferentculturesetting.ItisthepurposeofthispapertogiveananalysisofcultureandethnocentrismappliedtotheprovisionofalcoholicbeverageswithinthehotelindustryinDurban,SouthAfrica.ThemainsourcesofdataforthepaperareobjectiveobservationofthepositionandpostureofthefourandfivestarhotelsintheDurbanMetropolitanRegionandstructuredinterviewsconductedwiththeGeneralManagersoftheseestablishments.Inthefuturemarketcompetition,itwillstepintoastageof“culturalcompetition”afteraphaseofcompetitionofcostandservice.Therefore,enterprisesmustattachimportancetothenourishmentofproductculture,brandcultureandcorporateculture.Enteringintothe21stcentury,culturalmarketingbeginstostepintothehistoricstage,andtheappearanceofculturalmarketinghasadeepbackground.

1.1.1Thedevelopmentofculturemarketing

Intoday'sworld,cultureiscombinedwitheconomyandpolicy,anditsstatusandroleinthecompetitionofcomprehensivenationalstrengthhasbecomeincreasinglyprominent.Intheeconomicfield,itregistersasincreasinglycontentofcommoditycultureandculturalvalue-added,andtheeconomicandsocialbenefitsgeneratedbythecultureisalsoincreasing.Cultureisplayinganincreasinglysignificantroleinthedevelopmentofsocietyandeconomy.AdevelopingcountrylikeChinacangainastrongfootingintheinternationalarenabyformingaculturaledgecompatiblewithitssocialandeconomicdevelopment,andthatinordertoachievethis,morereformsareneeded.Ithasbeenrecognizedgloballythatculturalindustry,withitssmallimpactontheenvironmentandstrongincentivesforscientificandtechnologicalinnovations,isahealthyandpotentsourceofeconomicgrowth.Overthepastdecade,manypolicychangesfacilitatingthegrowthofculturalindustrieshavebeenbroughtabout,startingwiththereformoftheadministrationoftheculturalsector.Bydistinguishingnon-profitculturalprogramsfromcommercialculturalindustry,theinstitutionalbarrierforculturalindustrydevelopmentwasremoved.ThePlantoPromotetheCulturalIndustrywasreleased,makingculturalindustry'sdevelopmentpartofstrategicstatepolicy.Finally,atitssixthplenarysessioninOctoberlastyear,the17thCPCCentralCommitteeapprovedthedecisiontodeepenthereformofChina'sculturalsystemtoboostsocialistculture.Inthehistoricaldevelopmentofeconomicandculturalintegrationprocess,culturehasbecomeakeyfactorofdeterminingsocialandeconomicdevelopment.Thetwofactorspromotethefactthatfuturemarketinggraduallyshowsthetrendofdevelopmentofculturalmarketing.Culturalmarketingwillbecomeasharpweaponinthemarketcompetitioninthe21stcenturymarketing.

Firstofall,thetrendofeconomicandculturalintegrationhaslaidasocialfoundationtoculturalmarketing.Sincethe1970s,oneoftheimportanttrendsofthemodernmarketeconomyisthedevelopmentofeconomicandculturalintegration.Withthedevelopmentofeconomicandculturalintegration,theculturehasattachedmoreandmoreattention.Manyscholarshavenotedtherelationshipofsymbiosisandinteractionbetweencultureandeconomy,thatis,culturepromoteseconomicdevelopmentandeconomicdevelopmentpromotesculturaldevelopment.Anotherphenomenonofeconomicandculturalintegrationisthatthecultureitselfisincreasinglybecomingtheobjectofconsumptionandformingalargeculturaleconomyindustry.Japanesescholarhasproposedthatwhatpeoplepursuecannotbecalculatedbythecountable"comfort","shape"andavarietyofspirituallifesincethebeginningofthe1960s.Afterenteringthe1980s,theculturalmarketgraduallyflourished,andpeople’sculturalneedshavealsoincreasedrapidly.Comparedwithpreviousyears,thisyearmanydevelopersuntilsomeintermediarysalesagentsintheresidentialqualityoftheexcavationandupgrademarketingcompetitivenessperformancemoremature.Thissurfaceisnowmatureandspecificresidentialmarketingplanningandcontrolovertheperformanceinresidentialmarketing,qualityback-seeking.Thisreporternotedthatthemaincharacteristicsofaqualitybacktothemarketingmethods,mostlybelongingtosomebrandorpotentialdevelopersareintroduced,high-graderesidential,orevenindividual"Thanksformeasuringsuccessare"luxuryhouses,villas.Insuchsalestoresidentialpropertybuyersarefocusedontheconceptoflife,theemphasisisonqualityresidential,advocacyisfashionablelifestyle.Residentialsales,priceisnolongereverythingweight.Fromthegrowingmarketqualitymarketingcaseshowsthatpeoplewitheconomicincomeandtothecontinuousimprovementoftheresidentialpurchasemorerationalchoicetobelievethatthequalityofprimaryandsecondarymarketingprice,themarketwillbecomemainstreaminthenextmodel.

Secondly,themodernconsumerbehaviorprovidesabroadmarketandpsychologicalspaceforculturemarketing.Withthemorefreethemarket,theconsumershaveg