摘要
改革开放以来,随着经济的迅猛发展,国内机械制造欧亿·体育（中国）有限公司技术逐步成熟,市场规
模稳步增长。就我国柴油机制造企业的发展来看,在国内需求持续改善、排放升级等
多种因素的共同作用下,柴油机制造企业虽然面临激烈的市场竞争但还是取得了长足
进步,继续保持稳定的增长态势。柴油机制造企业面对日渐激烈的市场竞争,必须要
提高自身的竞争力,为顾客提供更优质的服务,能够比竞争对手提供更多的让渡价值

因此,选择合适的营销策略在柴油机制造欧亿·体育（中国）有限公司中也同样重要。当前理论界关于文化营
销的研究成果较多,国外不论是理论还是实践都已经相对成熟。国内目前对文化营销
领域的研究主要侧重于文化营销的种类、未来发展趋势,除此之外还包括了文化营销
的兴起过程、意义、影响和策略等。总的来看,这些文献欧亿·体育（中国）有限公司大多没有单独提出在品
牌形象提升过程中文化营销的运用,而是更多的把二者分开来研究

本文以S公司为例,在全面梳理和总结有关文化营销和文化营销在机械制造欧亿·体育（中国）有限公司
应用相关的研究文献的基础上,基于s公司营销管理的现状,富有见地将文化营销较
为系统地植入工业品一动力产品销售当中,从而深入分析了当前S公司文化营销面临
的问题,最后有针对性的提出了其实施文化营销的对策,为文化营销促进同质化工业
品的市场拓展探索新路径

关键词:S公司文化营销营销策略
I
k明理r.人学硕士学位论文
s公司文化营销策略研究
Abstract
Since the reform and opening up,with the rapid economic development,the
domestic machinery manufacturing industry gradually mature, steady growth of market
size. The development of China's diesel engine manufacturingenterprises, in many
factors, domestic demand continues to improve, upgrade.emission, diesel engine
manufacturing enterprises while facing fierce competition in the market, but still has made
considerable progress, continue to maintain stable growth. Diesel engine
manufacturing enterprises are facing increasingly fierce market competition, we must
improve their own competitiveness, provide better service for customers, to provide more
value than competitors. Therefore,selection of appropriate marketing strategies in the diesel
engine manufacturingindustry is also important. The current theoretical research results
about thecultural marketing more abroad, both in theory and in practice have been
relatively mature. Type, the current domestic research on cultural marketing field
mainly focus on cultural marketing the development trend in the future, in addition to
containing the rise of cultural marketing process, significance,influence and strategy. In
general, these literatures are not alone in the brand image promotion based on the culture of
the marketing process, but more to study the two apart.
This paper takes S company as an example, the comprehensive analysis
andsummary on cultural marketing and culture marketing literatures in machinery
manufacturing industry on the basis of the current situation, marketing management based
on S company, insightful cultural marketing systematicallyinto industrial products, power
products sales, which in-depth analysis of thecurrent S cultural marketing, and finally puts
forward the implementation ofcultural marketing strategies, marketing to promote
the cultural homogeneity ofindustrial product marketing to explore a new path.
Keywords : Marketing marketing strategy ; corporate culture; S company