摘要白酒对于中国文化有着传承意义，白酒可以带给消费者心灵的慰藉，是一种情感表达方式。近年来，因为白酒行业瞬息万变，市场竞争激烈，这就要求白酒企业要随时观察市场的发展动态，掌握市场环境的变化趋势，进行文化营销策略研究，根据消费者的切实需要情况。为产品赋予自身独特的文化意义，来吸引消费者的关注度，从思想上赢得消费者，促使购买行为的达成。本文主要是从国内白酒行业文化营销建设现状出发，将济南趵突泉白酒作为研究对象，分析济南趵突泉公司的文化营销现状。采用调查法与文献综合研究法两种研究方法，对相关资料的查阅、分析与整理，进一步对于济南趵突泉公司进行分析，找出济南趵突泉白酒文化营销现状中存在的问题，并研究其相应的解决方法，通过一系列的解决措施，最终打造出一条合适的文化营销建设道路，让济南趵突泉白酒在资源有限的情况下，在瞬息万变的白酒市场环境中，突破地域限制，建立能够满足消费者精神追求与文化共鸣的产品文化营销建设道路，促使企业在文化营销道路上长久发展，不断地提高企业的经营水平和竞争能力。关键词：白酒：文化价值：文化营销策略IAbstractLiquor is of great significance to Chinese culture,Liquor can bring comfort toconsumers and is a way of emotional expression.In recent years,because the liquorindustry is changing rapidly and the market competition is fierce,it requires liquorenterprises to observe the development trend of the market at any time,grasp the changingtrend of the market environment,carry out cultural marketing strategy research,andaccording to the actual needs of consumers.Endow the product with its own uniquecultural significance,to attract the attention of consumers,win consumers from the thought,and promote the purchase behavior.Based on the current situation of cultural marketing in the domestic liquor industry,this paper takes Baotu Spring liquor as the research object and analyzes the currentsituation of cultural marketing in Baotu Spring Company.By using two research methodsof investigation and literature comprehensive research,this paper inquires,analyzes andarranges the relevant materials,further analyzes Jinan Baotu Spring Company,finds out theproblems existing in the cultural marketing of Jinan Baotu Spring liquor,studies thecorresponding solutions,and finally creates a suitable cultural marketing construction roadthrough a series of Solutions Under the condition of limited resources and fiercecompetition in the market environment,nanbaotuquan liquor stands firm,breaks throughthe regional restrictions,establishes the product cultural marketing construction that canmeet the spiritual pursuit of consumers and cultural resonance,promotes the long-termdevelopment of enterprises on the road of cultural marketing,and constantly improves themanagement level and competitiveness of enterprises.Keywords:The Liquor,ultural value,Cultural marketing strategy目录摘要Abstract.....第一章绪论1.2研究的目的与意义1.3研究方法2第二章相关理论概述，2.1文化营销的内涵.…22.2文化营销32.3文化营销价值传递…32.4酒文化营销策略…3第三章白酒行业文化营销现状分析.…3.1国内白酒文化营销现状分析.…43.2济南趵突泉公司文化营销建设现状43.2.1产品命名文化营销…3.2.2产品工艺文化营销…53.2.3产品价格文化营销…53.2.4产品包装文化营销3.2.5企业文化营销.6第四章济南趵突泉白酒文化营销中现有问题分析74.1公司营销人员对文化营销理解不足74.2忽视文化塑造与宣传…74.3文化营销缺乏创新4.4包装简单，缺少文化特色8第五章济南趵突泉白酒文化营销建设问题对策及分析85.1加强营销人员的文化价值培训5.2加深文化价值塑造并提升文化宣传力度5.3加强文化营销方面的创新精神.…5.4结合济南趵突泉历史文化进行包装设计10第六章总结与展望未来….106.1总结…116.2展望未来…