文化营销是企业在营销活动中所建树和表现的独有思想、道德、伦理、价值观念、人际关系和精神财富,以及与之相适应的组织和行为等,是企业营销的目标和贯穿于营销全过程的价值理念。本文阐述了文化营销的三大功能:实现差异化,构筑核心竞争力和建立共同愿景。 Cultural marketing is the unique thinking, morality, ethics, values, relationships and spiritual wealth, and the corresponding organizations and behaviors that enterprises establish and express in the marketing activities. They are the goals of the enterprise marketing and the marketing The whole process of the concept of value. This article describes three major functions of cultural marketing: to achieve differentiation, build core competitiveness and establish a common vision.