华东经济管理
華東經濟管理
화동경제관리
East China Economic Management
2007年
9期
139~142
,共null页
整合营销 独特的销售定位（USP） 公关形象 区域营销 文化营销
整閤營銷 獨特的銷售定位（USP） 公關形象 區域營銷 文化營銷
정합영소 독특적소수정위（USP） 공관형상 구역영소 문화영소
integrated marketing;unique selling position;public-relative image;region marketing;culture marketing
由于受环境、文化背景、消费者偏好等因素的制约,地域性很强的民族产业一直很难打开全国市场,而最近三年,广东凉茶却成功的进行了“北伐”,并且,在向北方输送产品的同时,也传递了自身独特的文化。他们的成功,给我国其他受地域限制的民族产业,提供了值得借鉴的文化营销思维新模式。
由于受環境、文化揹景、消費者偏好等因素的製約,地域性很彊的民族產業一直很難打開全國市場,而最近三年,廣東涼茶卻成功的進行瞭“北伐”,併且,在嚮北方輸送產品的同時,也傳遞瞭自身獨特的文化。他們的成功,給我國其他受地域限製的民族產業,提供瞭值得藉鑒的文化營銷思維新模式。
유우수배경、문화배경、소비자편호등인소적제약,지역성흔강적민족산업일직흔난타개전국시장,이최근삼년,엄동량다각성공적진행료“북벌”,병차,재향북방수송산품적동시,야전체료자신독특적문화。타문적성공,급아국기타수지역한제적민족산업,제공료치득차감적문화영소사유신모식。
Restricted by factors such as geographical differences,cultural diversity and customers＇ preference,etc,the national industries which are strongly local-based have,for all times,found it hard to enter the nationwide market.However,during the last three years,Guangdong cool tea industry has successfully launched a massive＂northward expansion＂,conveying its unique local culture at the same time.This success provides other national industries,though confined by the factors mentioned above,with a new marketing pattern,a culture marketing which is worth adopting.
