摘要：文化营销作为一种新型的营销方式，是伴随着市场竞争加剧和消费者需求日益多元化的现实中产生的，也是传统的市场营销理论发展的结果。在产品同质化程度不断加深的今天，文化已经越来越成为企业增强竞争力的重要手段。本文旨在研究经济危机过后的后危机阶段，知识经济、竞争全球化背景下文化营销与企业核心能力的关系，阐述文化营销对企业核心能力的重要作用，提出基于企业核心能力的文化营销对策，并以此解决目前存在的问题。
本文以文化营销和企业核心能力为研究对象，结合我国文化营销的现状，针对现状提出问题并进行分析，最后结合理论提出解决方案。
关键词：后危机；文化营销；核心能力；对策
Abstract:cultural marketing as a new ways of marketing, is accompanied by market competition and consumer demand increasingly diversified produced in the reality, but also the traditional market marketing theory development result. In the deepening of product homogeneity today, culture has become an increasingly important means of enterprise competitiveness. This paper aims to study economic crisis after crisis stage, after the knowledge economy, competition under the background of globalization cultural marketing and enterprise core competence, this paper expounds the relationship between cultural marketing to the important role of enterprise core competence, based on the culture of enterprise core competence, and thereby marketing countermeasures to solve the current problems.
Based on cultural marketing and enterprise core competence for research object, with China's culture, in view of the present situation of the current marketing question and analysis and finally combining theory proposed solutions.
Keywords: after crisis ；Cultural marketing； Core ability ；countermeasures
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