Along with the our country society civilization unceasing progress, the economic restructuring is unceasingly thorough, the market economy already not only was the legal system economy, but is one kind of high cultural content economy, if the economy "the hand which cannot see" by market this adjusts, then also has "the hand which another cannot see" - the culture to affect. Speeds up day by day along with the marketing system innovation speed, the new marketing technology and strategy changing with each new day，we more and more need one kind to strike root in the hearts of the people and to have the lasting competitive ability the marketing way to let the enterprise sustainable development. It is not difficult to foresee, the global economical science and technology culture integration time, will be containing the deep knowledge culture and the philosophy marketing way obtains widely and rapidly the dissemination and the application, but this kind of new marketing way conjunction to the time background, has grasped the market pulse, this will be the cultural marketing.
This article unifies the retail trade the profession background and the enterprise develops the background, according to the cultural marketing related theory knowledge, separately obtains from the profession macroscopic environment analysis and the enterprise microscopic environment analysis, analyzes two analysis methods using the contrast analysis and SWOT, has made the quite detailed analysis to the Liaoning prosperous general merchandise group, in the analysis further pointed out its existence the question, and according to the actual situation, proposed solves the problem with the cultural marketing related strategy.
In this competition intense, the demand is diverse, the information explodes the time, the cultural marketing system theory unceasingly will develop consummates, the cultural marketing thought also will be able to help the Liaoning prosperous general merchandise group to seek to the core competitive ability, the realization enterprise "the development chain-like, the trade will serve the country" great aspirations.
Key words: Culture; Cultural marketing; Chain-like
