Why is selling culture not as good as selling products? It turns out the secret is hidden here!

When traveling to Beijing, there are three must-visit attractions - the Forbidden City, the Great Wall, and the Summer Palace. In addition, some tourists must also eat roast duck in Quanjude and stroll around the small alleys of Houhai.

In fact, Quanjude’s roast duck restaurants have already opened all over the country, and the small alleys in Houhai are nothing more than rows of small bungalows and courtyards under the roots of the imperial city.

The reason why tourists flock to it is actually that "the drunkard's intention is not to travel", but to experience The "Imperial City Roots Culture" of old Beijing and Beijing's tourism operators have gradually taken the Imperial City Roots Culture as an important means to attract tourists to spend money.

As a result, Laoshe Teahouse was packed every night, and the time-honored snack bars before liberation resumed business, even during the pre-Qing Dynasty Neilian Shengbu shoe stores, which specialize in making shoes for high-ranking officials, are also popping up everywhere... What Beijing sells to tourists is not just products and services, but culture.

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Cultural marketing essentially refers to marketing activities that fully utilize the power of culture to achieve corporate strategic goals.

Actively carry out cultural penetration in the process of market positioning, product development, service provision and other marketing activities, improve cultural content, and use culture as a medium to build new interests with customers and the public ***The same body.

Cultural marketing has the following four aspects:

< p> ?1? ?Enterprises carry out marketing activities with the help of or adapt to environmental cultures with different characteristics; ?

?2? ?When formulating marketing strategies, enterprises must comprehensively Use cultural factors to implement cultural marketing strategies;

?3? Cultural factors must penetrate into the marketing mix and develop a marketing mix with cultural characteristics;

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?4? Enterprises should make full use of marketing strategies to comprehensively build corporate culture.

The "KFC" in the United States sells American fast food culture, and the French meal represents the elegant culture of European aristocrats... Use the "window" of culture to promote the reputation of the company and establish The image of a company is one of the essences of cultural marketing.

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In China, Duancheng Hotel, Great Wall Hotel, Lao She Tea House, etc. are all well-known in the domestic hotel industry. of giants. With its high taste, high added value, high quality, high cultural content and high service level, it has become a famous brand favored by consumers. What is particularly eye-catching is that its cultural content is much higher than the value of its products themselves.

Duanzhou Ancient County and Zhaofa New City are famous scenic cities in western Guangdong Province. It has won praises from many literati and heroes, and its rich cultural resources have naturally become the unique resources of Duancheng's hotel industry.

Duancheng Hotel is only a "three-star" in terms of standards, but due to its unique business strategy and superb cultural taste, it has created a "five-star" art palace.

Under the guidance of market orientation, Duancheng Hotel has created its own spiritual style - "Yuanjie Hanmozhong" based on the store name and geographical characteristics.

Use calligraphy and painting to make friends, expand your influence, and promote your own cultural image through TV special programs. Not only does your popularity radiate to From north to south, it attracts countless visitors and has left a good story in the contemporary tourism and art circles.

The famous American advertising expert "David Oglechen" said: "What ultimately determines the brand's market position is the overall personality of the brand, rather than the trivial differences between products. . What makes Duancheng different from ordinary hotels is its unique and profound cultural personality

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The 21st century is the era of cultural marketing. The intensification of market competition and changes in consumer demand make cultural marketing have broad development prospects.

Research on consumer psychology shows that customers, as social individuals, play different roles in a certain culture. Under the influence, they will seek a specific lifestyle and determine the identity of their own image through consumption.

Therefore, consumption demand will change to cultural consumption, and each individual's consumption psychology reflects the need for culture. This consumer psychology determines how the marketing focus of the 21st century is to meet people's cultural and psychological needs, that is, what kind of culture companies use as marketing tools to develop markets.

Wayne Media·Cultural Marketing Practitioner

Note: Pictures and some text content come from the Internet and have been infringed and deleted< /p>