Abstract: Corporate marketing culture is an important part of corporate culture. This article analyzes the current status of marketing culture of state-owned enterprises, and proposes that the construction of marketing culture of state-owned enterprises should inherit the essence of traditional culture, learn from advanced foreign practical experience, recognize our advantages and disadvantages in construction, and innovate with Chinese characteristics Marketing culture of state-owned enterprises.

Keywords: state-owned enterprises; marketing culture; marketing concept

We often say that differentiation is the eternal marketing theme of enterprises. Establishing a unique and permanent differentiation strategy is the key for enterprises to obtain comparative advantage in marketing. This determines the importance and urgency of building corporate marketing culture.

1. Current status and analysis of marketing culture in state-owned enterprises

(1) Current status of marketing culture in state-owned enterprises

1. Marketing concepts are featureless and weak culture dominant.

In terms of marketing concepts, many state-owned enterprises have the entrepreneurial spirit of "unity, efficiency, pragmatism, and enterprising" and the values ??of "pursuing excellence, serving the country with dedication, and transcending oneself". Such a slogan-like core concept is so abstract that most employees cannot understand it. Moreover, regardless of the industry or company characteristics, they just blindly imitate and copy, divorced from the history and current situation of the company. The result is only "similar in appearance", not "spiritual". , that is to say, the marketing concepts of a large number of state-owned enterprises are nothing special at all. You will not gain a competitive advantage by just chasing after others. This goes against the original intention of marketing culture to create different characteristics in order to achieve benefits.

2. Low market management level.

During the period when my country was building a socialist market economy, the level of enterprise management and control of the market was generally not high. Enterprises do not yet have a set of standardized methods to conduct systematic market research and conduct regular and rigorous analysis of consumer consumption trends and behaviors. Enterprises have also not learned how to control and guide consumers from the perspective of grasping the development trends of consumer needs, so that they can maintain long-term loyalty and trust in enterprise products.

(2) Analysis of the current situation of marketing culture of state-owned enterprises

1. Advantages of marketing culture of state-owned enterprises.

First, state-owned enterprises retain profound national cultural characteristics and have rich content in cultural marketing. As a subculture, corporate culture must be influenced by traditional culture, especially excellent traditional culture. Excellent traditional culture is bound to provide considerable inspiration and certain cultivation in the construction of marketing culture of state-owned enterprises. Secondly, driven by world economic integration, we can learn from excellent foreign marketing culture strategies. The United States and Japan both have fairly mature marketing concepts and marketing cultural strategies. Today, when multinational companies enter the Chinese market, we can feel their cultural atmosphere everywhere. For example, the phenomenon of McDonald's "eating culture" can give us certain enlightenment.

2. Disadvantages of the marketing culture of state-owned enterprises.

First of all, corporate culture is the foundation of marketing culture, and the research on corporate culture theory in my country still needs to be deepened. The construction of corporate culture in state-owned enterprises is mostly in the spontaneous stage, and there is little practical experience in consciously building corporate culture; At the same time, the establishment and improvement of the socialist market economic system is a long-term and complex process that requires profound conceptual updating, and people's conceptual changes always have a certain lag, which hinders the development of corporate culture. Secondly, the management level of some business leaders is not high, their ideological concepts and business management concepts are backward, and they lack the economic and cultural strategic vision that they should have when facing the market. Finally, due to the low level of my country's market management system and market development, the concept of honest marketing has not yet formed a good environmental and cultural atmosphere. Some companies have not yet realized that a culture of honest marketing is the company's first core competitiveness in the ultimate sense, and it is the secret to extending the life of the company. Therefore, we need to continue to work hard to create an environmental culture of honest marketing.

2. Strategies for building the marketing culture of state-owned enterprises

(1) Establish correct marketing concepts and innovate the marketing culture of state-owned enterprises

1. Cultivate the characteristics of state-owned enterprises marketing concept.

(1) Innovate concepts. First of all, concepts determine the direction. Where a company will go depends first on your concepts. Secondly, concepts are first changed by leaders.

Marketing concepts are the guiding ideology implemented in corporate marketing activities and are also a reflection of entrepreneurs' business ideas. It is interpreted as a cultural phenomenon. The core of this cultural phenomenon is the business philosophy to carry out production and business activities. (2) Cultivate the company's marketing concept. ① Pay attention to the development and utilization of cultural resources. ② Use emotional communication to improve marketing affinity. ③Use regional culture to penetrate and develop the market. (3) Transmit marketing concepts. Under the conditions of modern market economy, expectations come from more and more corporate commitments, and consumers' actual feelings are mainly based on their recognition of the external appearance of corporate culture or identification of corporate behaviors. Therefore, according to such a communication process, when an enterprise establishes a visual identification system and behavioral identification system that contains cultural connotations, it must integrate the enterprise's unique culture, that is, concept identification, so that the marketing concept can be condensed into the company's products and the marketing concept can be condensed into the company's products. Throughout relationship marketing, enterprises can reflect their unique cultural heritage in terms of brand, packaging, advertising, services and personnel.

2. Innovate the marketing culture of state-owned enterprises and create a learning organization.

The 21st century is the era of knowledge economy, which will gradually replace the industrial economy and become the dominant economy in the international economy. As an innovative economy, the knowledge economy emphasizes that innovation should be the engine of economic growth. Under the condition of knowledge, the competitiveness of an enterprise depends on the strength of its innovation power. Enterprise innovation includes many aspects, and the innovation of marketing culture is one of its core elements. Only by vigorously carrying out marketing cultural innovation can enterprises better meet the challenges of the knowledge economy.

(2) Use cultural marketing strategies to enrich the content of marketing culture

1. Pay attention to the application of product culture strategies.

(1) Cultural strategy in market positioning. Simply put, market positioning is to shape the position of a product in a market segment. The premise of correct market positioning is market research. Marketing culture aims to meet the needs of popular culture. Therefore, the task of market research is to understand consumers’ emotional experience, value identity, social identification and other cultural needs, and to pay close attention to consumer fashion and consumption patterns. Changing trends. The key point of the marketing culture strategy of market positioning is to clarify what kind of cultural needs of consumers your products meet, and how culturally different they are from competitors in meeting this need, so as to stand out in the competition and become unique.

(2) Cultural strategy in product portfolio. From the perspective of marketing culture, products must not only meet the material needs of consumers, but also satisfy the spiritual and cultural needs of users. Under the conditions of modern lifestyle, what customers buy is not only products, but the satisfaction of needs. When formulating and implementing product strategies, enterprises should not just focus on the "thing" of the product, but also pay attention to the cultural connotation embodied in the product, and formulate and implement marketing cultural strategies.

(3) Cultural strategies in product pricing. When consumers purchase goods, they always have to pay a certain amount of currency at a certain price. Theoretically, the minimum price of a product depends on the cost of producing the product, while the maximum price depends on market demand. No company can set prices arbitrarily. However, if we introduce cultural factors into pricing, the actual situation will be much more complicated than the theoretical analysis. The reality is that the price of the same product has different feelings and reactions to different consumer groups. In fact, this difference reflects exactly the cultural differences among consumer groups. Therefore, companies should attach great importance to cultural factors when setting prices. The application of cultural strategies in corporate pricing mainly includes: habit strategies, psychological strategies, price reduction strategies, high price strategies, etc.

(4) Cultural strategies in product promotion. According to the unique consumer culture of the market and the differences in consumers' individual consumption concepts and behaviors, various promotion methods can effectively stimulate consumers' consumption desires and interests and promote product sales. There are many forms and methods of product promotion. From the perspective of marketing culture, the following strategies can be adopted: sample gift strategy, price strategy, reward strategy, public relations promotion, news promotion, advertising promotion, etc. But no matter which strategy is adopted, the purpose of product sales is achieved by satisfying consumers' psychological needs such as novelty and differentiation. So it is also an example of marketing culture meeting the rational needs of consumers.

2. Pay attention to the connotation of brand culture.

(1) Pay attention to the cultural connotation of corporate naming.

The brand of a company and its products is a symbol of the company's image, reflects the company's spirit and cultural connotation, and has a direct impact on consumers' purchase decisions. If an enterprise can give itself a name that is both easy to understand and very appropriate as its business name, it will be a concrete reflection of marketing culture in marketing strategy. First of all, we must explore the cultural heritage of the company name. Secondly, it is necessary to expand the historical and cultural heritage of the company name. Finally, it is necessary to develop the cultural connotation of the times of the company name.

(2) Improve the cultural content of trademarks. A product's trademark is not just an ordinary symbol, but also a symbol of corporate image or service quality, culture, and credibility. It is known as a "silent salesman" and directly determines the economic benefits of an enterprise to a large extent. The purpose of distinguishing and positioning trademarks in the market is to reveal the characteristics of goods, so special attention should be paid to improving the cultural content of trademarks.

3. Pay attention to advertising culture and advertising effects.

Advertising culture is the expression of corporate image and the medium that connects companies and consumers. While advertising promotes goods or services, it consciously or unconsciously outputs a certain spiritual consciousness, changes people's thoughts and values, and guides people's behavior and lifestyle. It creates material needs while giving people a Spiritual needs, that is, culture, are embedded in advertising. Advertising culture in marketing culture, as the overall value concept of advertising information dissemination and the guidance of group behavior patterns, should be further understood from two perspectives.

First, grasp it from a macro perspective. As a social phenomenon, advertising cannot be separated from the social environment for a moment, and any social environment is always restricted by specific time and space. When advertising activities and advertising works are consistent with the general social environment and accurately targeted at specific groups, advertising will accordingly enter a specific time and space. Advertising and society, life, history and the future will naturally establish an inner and essential nature. With the connection, advertising has been given cultural awareness. Therefore, the advertising culture of enterprises should be combined with the characteristics of the culture of the times and adapt to the development of social economy.

The second is to grasp it from a micro perspective. To evaluate the quality of an advertisement, you can focus on the functional effect of the advertisement or on the form of the advertisement. However, the essence of evaluating an advertisement lies in the cultural mentality expressed by the advertisement, including values, aesthetic tastes, behavioral orientations, etc. . For example, the slogan of Guangzhou Sun God Group, "When the sun rises, our love lasts forever," caters to the Chinese people's mentality of valuing feelings and friendship, so it is a good advertisement. Therefore, companies still have to focus on meeting the psychological needs of consumers in terms of advertising creativity and other aspects.

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