论文部分内容阅读
21世纪不仅是知识经济、网络经济时代,也是文化经济时代,文化已逐渐成为推动生产力发展的一支强劲动力。所以有人提出:决定21世纪人类消费的是文化,21世纪将是文化营销的时代!因而,随着经济环境的变化,企业文化的功能也在不断地延伸,一种新的功能逐渐显现出来,越来越突出,这就是企业文化的营销功能。所谓企业文化营销功能,包含两个方面的意义:对内,通过企业文化引导企业行为达到营销的目的;对外,通过企业文化本身的宣传,增加企业、品牌美誉度,赢得消费者对产品的信任,实现销售。2002年5月6日,西北国际招标局主持我国重点工程投资项目——润扬长江大桥国际建筑设备竞争招标,一时法国波坦、张家港建机、中联、川建等建机巨头,云集镇江,论剑高低。伺机已久的江麓机械集团建机公司315塔机尤如一头警醒之狮,一跃而上,一举中标。
The 21st century is not only a knowledge economy, an internet economy era, but also a cultural and economic era. Culture has gradually become a strong driving force for the development of productivity. Therefore, it was proposed that the 21st century human consumption will be cultural, and the 21st century will be the era of cultural marketing! As a result, with the changes in the economic environment, the function of corporate culture is also continuously extended, and a new function is gradually emerging. More and more prominent, this is the marketing function of corporate culture. The so-called corporate culture marketing function includes two aspects: internal, through the corporate culture to guide corporate behavior to achieve the purpose of marketing; external, through the corporate culture itself to promote, increase the reputation of the enterprise, brand, win consumer trust in the product To achieve sales. On May 6, 2002, the Northwest International Tendering Bureau presided over competitive bidding for international construction equipment for the key project investment project of China, the Runyang Yangtze River Bridge. At one time, construction giants such as Potain, Zhangjiagang Construction Machinery, Zhonglian and Chuanjian in France gathered in Zhenjiang. , on the sword level. The long-awaited Jiangyan Machinery Group Construction Machinery Co., Ltd. 315 tower crane is just like a vigilant lion, jumped up and won the bid.