Analysis of the cultural marketing of Chinese liquorAbstract:Cultural marketing promotes the connotation of products through culture,and usesa series of means,such as product culture marketing,brand culture marketing andenterprise culture marketing,to achieve the goals of adding product value,expandingmarketing channels and realizing business operation.The vitality of Culturalmarketing is that it penetrates culture in the products,services,brands,advertising andother marketing activities.It promotes the traditional marketing activity to the culturalmarketing activity,and constantly injects exuberant vigor into marketing activity.As anew type of marketing mode and one of the most powerful marketing weapons in themarket competition in the twenty-first Century,cultural marketing not only can helpChinese enterprises to become an independent school in the domestic market,but alsocan help the enterprises to overcome cultural differences and occupy a space ininternational business.Cultural marketing is the soul of marketing,and it will becomethe theme of future marketing and the eternal subject of marketing research.Key words:cultural marketing;liquor culture;enterprise;Luzhou liquor;1 Introduction1.1 The research backgroundWith the development of human material and spiritual civilization,people'sliving standard is continuously improved,and their desire to pursuit culture isincreasingly strong.Culture has played a very important role in the history ofhuman's history,so long as the time past by.culture has put an deep impression inpeople's life,just as the deep impression the mountain leaves to the land.Culture isaffecting people's work and life from all aspects.With the deepening of culturalstudies,marketers come out from the traditional marketing theory gradually and lookmore into the "cultural marketing"--this new world of marketing.In future marketingactivities,the culture will become an integral part of cultural marketing and willoccupy an increasingly important position.In the information age,no country and individual can resist the influence ofglobalization,and culture,a mirror that reflects the history and development of anation,is also certain to be deeply affected by the trend of globalization.In theprocess of cross-cultural communication,Chinese culture is experiencing somechanges as well.Some people argue that Chinese culture,as the essence of world'scultural heritage,shouldn't be much influenced.However,in my view,it is necessary,to some extent,to make some changes based on the following reasons:In the firstplace,while keeping its traditional style,Chinese culture has to draw on the strongpoints of the cultures of other nations in order to be more world-oriented.In thesecond place,advanced elements in today's infomation age ought to be absorbed intoChinese culture as well so that both the past precious cultural heritage and the latestdevelopments in modern society can be presented to the outside world.Material resources are scarce and will be depleted,while culture can be endless.The brand without cultural connotation will be lack of vitality,and enterprises withoutnourishment of culture will not be competitive.With the coming of times of"knowledge economy"and "experience economy"and the fierce competition amongenterprises,cultural factors gradually penetrate and throughout the marketingactivities.Now in our country,the economy is developing faster and faster.Cultureplays an important role in business.People's understanding towards cultural is inprogress.Culture is no longer just an enlightening remark,but become the dailyexperience of the majority of the population.Culture has become accepted as animportant and constitutive element in the domain of marketing.A great deal ofresearch has been undertaken on the nature and effect of corporate culture and alimited amount of research has examined the linkage between culture and marketing.However,the concept of an industry culture as a third element in this scenario and thenotion of ethnocentrism has only recently been introduced into the business sphere.The expanding body of knowledge on the impact of culture and ethnocentrism onbusiness has led to improvements in organisational structure,labour relations,customer relations,productivity and profitability.The concept of hospitality isparticularly culture bound but the hypothesis that the hotel industry (as a centralcomponent of the hospitality industry)and the provision of alcoholic drinks,as astrong industry culture has never been tested.Nor has it been questioned whether thisindustry culture can conflict with the worldview and accepted norms of communitiesaround the world that have a different culture setting.It is the purpose of this paper togive an analysis of culture and ethnocentrism applied to the provision of alcoholicbeverages within the hotel industry in Durban,South Africa.The main sources of datafor the paper are objective observation of the position and posture of the four and fivestar hotels in the Durban Metropolitan Region and structured interviews conductedwith the General Managers of these establishments.In the future market competition,it will step into a stage of "cultural competition"after a phase of competition of costand service.Therefore,enterprises must attach importance to the nourishment ofproduct culture,brand culture and corporate culture.Entering into the 21st century,cultural marketing begins to step into the historic stage,and the appearance of culturalmarketing has a deep background.1.1.1 The development of culture marketingIn today's world,culture is combined with economy and policy,and its status androle in the competition of comprehensive national strength has become increasinglyprominent.In the economic field,it registers as increasingly content of commodityculture and cultural value-added,and the economic and social benefits generated bythe culture is also increasing.Culture is playing an increasingly significant role in thedevelopment of society and economy.A developing country like China can gain astrong footing in the international arena by forming a cultural edge compatible withits social and economic development,and that in order to achieve this,more reformsare needed.It has been recognized globally that cultural industry,with its smallimpact on the environment and strong incentives for scientific and technologicalinnovations,is a healthy and potent source of economic growth.Over the past decade,many policy changes facilitating the growth of cultural industries have been broughtabout,starting with the reform of the administration of the cultural sector.Bydistinguishing non-profit cultural programs from commercial cultural industry,the