Abstract:This research paper mainly deals with the employment the element of culture in designing marketing strategy.
The first part aims to show the importance of marketing strategy by presenting how marketing strategy in the name of Valentine’s Day works in gaining profit in certain market. Through this demonstration, the writer would like to get across the idea that as a successful marketer, innovation and a sense of culture knowledge with the cognition of the present society is very important. Something interesting of this part is the stories about the days invented to be celebrated as Valentine’s Day, which include White Day, Wine Day and Orange and Movie Day. These are the vivid examples to illustrate the writer’s idea and thus to display the general statement of this thesis.
The second part is a crafty illustration of the connection between the development of the fashion industry and the ideas of emancipation from the feminists. Firstly, the writer shows the popularity of the fashion industry nowadays and then draws out the question as why this industry is so prosperous. The question is answered by the following explanation of this part. From aesthetic importance to self-actualization importance, the notion of the emancipation of women, little by little and step by step, brings the fashion industry one development after another. The prosperity of the fashion industry is not only the achievement in commercial sense but also a success for the feminists. To some degree, they are pushing the development of the society and shinning in the history of the great emancipation of women.
The third part tells the story of Walt Disney’s success of building up a kingdom of entertainment. By doing this, the writer shows that although carton is a good selling point of Disney, there still is necessary for commercial means to deal with the crisis, so that it is indispensable to acquire a combination of the element of culture and professional knowledge when designing effective marketing strategy.
Key words: Marketing Strategy, Culture, Valentine’s Day, Fashion, Disney
摘 要:本论文通过阐述商业发展中典型相关案例，陈述了文化元素在市场营销手段中的运用，从而引出文化元素在商业形为中的重要性以及日趋加深的核心地位。
本论文的第一部分呈现了打着情人节旗号的一些商业活动，引出的有关利用情人节这一文化元素而产生的商业营销手段。这一部份，作者指出了对当今社会发展趋势的认知和明确的定位眼光对商业的利益获得和发展是非常重要的。通过这一认知，作者塑造了商业成功的基本模型，从而把成功和文化元素结合在一起，突出了本论文的中心论点。此部分的描述是饶有趣味的，因其介绍了一些为了商业营销而设计的情人节，使我们不得不为商业谋略者的想象力和创造力以及对社会发展深入的认知能力而钦佩.
本论文第二部分生动地把当今世界名牌服装品牌的发展与妇女的独立和崛起联合起来，从而指出文化元素在商业发展中所起到的推动作用。世界顶级的服装品牌，如香奈儿，阿马尼，路易威登，等等，以及正大力开发高端市场的高级服装定制业都是消费市场中昻贵奢华的顶级代表。这些奢侈品的发展过程是轰轰烈烈的，其成果是无比辉煌的，而在这过程中，妇女的解放运动起了巨大的推动作用。妇女的解放运动，作为历史和文化因素的一部分，解放了女性的思想，催生了以女性为主题的高级服装产业。这种结合，充分有力地说明了文化在商业发展与成功中不可霍缺的地位。
本论文的第三部部分讲述的是沃尔特迪斯尼的成功道路。迪斯尼娱乐王国的成就是辉煌的，但在辉煌的背后，隐藏的是一道曲折且充满启示的成功之路。卡通人物的大受欢迎是沃尔特迪斯尼伟业的敲门砖。但是，仅仅凭借着卡通人物设计的成功这一艺术资本不足以最终获得辉煌。专业的商业知识及策略是不容忽视的。此部分不同于以上两部分的专门陈述文化元素在商业发展成功的重要地位，而是强调了文化元素和商业手段相互结合的重要性。
关键词：文化元素；商业营销；情人节；高级服装；迪斯尼
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