在当前全球化与高速信息化的时代背景下,可以说任何的优势都是暂时的,而唯一不变的主旋律就是变化。随着人们物质文化生活水平的提高,消费者的消费心理以及其决定的消费模式也在随之发生改变,产品的同质化程度也在逐渐增强。面对新的环境与挑战,如何进行营销策略的转变以保持企业的持久的竞争能力显得尤为重要。企业的文化作为稳定的不可复制的差异化要素,是区别于竞争对手的最显著特征,本文从企业文化的视角,总结梳理了当前文化营销存在的问题,并试图从企业文化的角度对产品的营销策略提出改进意见。 In the current era of globalization and high-speed informatization, any advantage can be said to be temporary. The only constant theme is change. With the improvement of people’s material and cultural life, consumers’ psychology of consumption and the mode of consumption they decide are also changing, and the degree of homogeneity of products is gradually increasing. Faced with the new environment and challenges, how to change the marketing strategy to maintain the lasting competitiveness of enterprises is particularly important. As the most important characteristic that distinguishes itself from competitors, the corporate culture as a stable, non-replicable element of differentiation is a summary of the current problems in cultural marketing from the perspective of corporate culture. Marketing strategy put forward suggestions for improvement.