塑造家用小汽车品牌的文化营销模式研究

摘要

本文从文化营销的内涵与特征入手,指出了我国汽车行业的发展现状以及存在的不足,从产品策略、定价策略、促销策略等方面阐述了汽车产业文化营销的策略。%This paper starts with the connotation and characteristics of culture marketing,points out the current situation and deficiency of car enterprises in the aspect of culture marketing and explains the product strategy,pricing strategy and promotion strategy of car industry＇s culture marketing.