湖南步步高连锁超市的文化营销分析.doc

摘要：文化营销就是企业以分析、培育、满足、引领消费者的文化需求为出发点，以发掘和传播与之相适应的核心文化价值观念为手段，在营销全过程主动进行文化渗透，运用文化含量来提高产品附加值和差异化优势，以提升顾客价值和满意度，形成企业长期竞争优势，充分体现“以人为本”的一种营销方式。本文探讨了湖南步步高连锁超市的文化营销现状，存在的问题，并针对问题给出了相应的对策建议。

关键词：文化营销  湖南步步高超市  分析研究

Abstract: The cultural marketing is the enterprise to analysis, breed, meet, leading the consumer culture demand as the starting point, to explore and disseminate and corresponding to the core cultural values as a means of marketing, in the whole process of actively conduct cultural infiltration, with cultural content to enhance the added value of the products and the differentiation advantage, to increase the customer value and satisfaction, to form the enterprise long-term competitive advantage, fully embody the "people-oriented" a marketing way. This paper discusses the Hunan BETTERLIFE supermarket culture marketing present situation, existing problems, and aiming at these problems, put forward some corresponding suggestions and countermeasures.

Key words: Cultural marketing; Hunan BETTERLIFE supermarket; Analysis research

　　湖南步步高超市作为一个以文化营销问出发点的企业，既有成功也有失败。它的赢利是不可动摇的事实，但是它内部存在的种种问题，也是事实。国内很多小型企业做的并不比步步高超市差，却没办法如步步高超市这般成功，其中一个重点就是忽略的文化营销。即使步步高超市的成功值得学习，但其存在的这些问题，实则损害了企业的成长，切不可模仿。