文化营销是六维营销的其中一个部分,作为竖立产品个性,赋予产品灵魂的方式,文化营销在现今时代显得更为重要。中国是一个有着自己独特文化的国家,中国的消费者经受着传统中国文化和外来文化的双面影响,如何满足这样的消费者,成为了企业面临的一个难题。通过分析中国消费者的购买心理,为企业寻求有利的角度来解决文化背景下的营销课题。 Cultural marketing is one part of six-dimensional marketing. As a way to erect the product’s personality and give the product’s soul, cultural marketing is even more important in today’s era. China is a country with its own unique culture. Chinese consumers are suffering from the double-sided influence of traditional Chinese culture and foreign culture. How to satisfy such consumers has become a challenge for enterprises. By analyzing the purchasing psychology of Chinese consumers, we can seek a favorable perspective for enterprises to solve marketing issues under the cultural background.