Postmodernism dictates the boundaries of culture that once perceived and imposes new insights. First, it is based on the theory of simulacrum according to which society is based on production and exchange of images. In the field of art, where emotions play an important role, the hedonic satisfaction the consumer experiences from contact with the artwork is a key element. The specificity of the cultural product itself is in a paradox. An artist should offer his work, which is a moment of inspiration, while at the same time the consumer needs to adapt to his product. Adding a symbolic meaning to brands expands the understanding of cultural brands. The marks are not only at the symbolic level of cultural products but also in sociological level. On the artistic side, each piece is a prototype because once performed it can’t be repeated the same way. The demands for artistic values are not innate and do not exist as a natural phenomenon and therefore need to be systematically stimulated. The purpose of this paper is to analyze and discuss the strategic positioning of corporate marketing in segment of cultural management. Insights and reflections derived from corporate marketing and from the brand theory literature adopted in the paper. The paper analyzed three type of cultural segment: school, theater and museum. The responsibility of non-profit organizations such as schools, theaters and museums is based on the scope of services to satisfied customer needs. The features of the corporate brand model reveal the symptoms of the theater prototype, museum exhibits and the influence of the school as a creator of the need. The behavior of employees is a very important element in the expression of corporate identity. The concept of cultural roots metaphorically embraces elements of heritage, nationality, history, culture, and all forms of corporate culture that imply employee relationships. The paper compares all three segments of culture with Balmer and Aaker’s model. We describe a model for managing corporate brands, corporate identity, corporate image and corporate reputation. The paper draws on key literature relating to corporate marketing and marketing in culture. Main goal is broadening our understanding corporate branding using a model C2ITE, AC4ID Test and brand personality. Finally, we review corporate identity and image as key factor in building culture management. The museums have experienced a new way of encoding culture and, together with the theaters, they take forms of consumer identification. Ultimately, the culture brand is based on the essence of art, to the desired image that makes the vision of brand, that is, from a consumer perspective, a renaissance individual with a need for cultural brands.

中文翻译：

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企业文化管理营销策略分析

后现代主义决定了曾经被感知并施加新见解的文化边界。首先，它基于模拟理论，根据该理论，社会基于图像的产生和交换。在情感方面起着重要作用的艺术领域，消费者从与艺术品的接触中获得的享乐性满足是关键要素。文化产品本身的特殊性存在悖论。艺术家应该提供他的作品，这是一个灵感的时刻，同时消费者需要适应他的产品。在品牌中添加象征意义可以扩大对文化品牌的理解。商标不仅在文化产品的象征层面，而且在社会学层面。在艺术方面，每件作品都是原型，因为一旦完成，就无法以相同的方式重复。对艺术价值的需求并不是天生的，也不是自然现象，因此需要系统地加以激发。本文旨在分析和讨论企业营销在文化管理领域的战略定位。来自公司营销和本文采用的品牌理论文献的见解和反思。本文分析了三种文化片段：学校，戏剧和博物馆。非营利组织（如学校，剧院和博物馆）的责任取决于满足客户需求的服务范围。公司品牌模型的特征揭示了剧院原型，博物馆展品的症状以及学校作为需求创造者的影响。员工的行为是表达企业形象的非常重要的元素。文化根源的概念隐喻地包含了遗产，国籍，历史，文化以及暗示员工关系的所有形式的企业文化元素。本文将文化的所有三个部分与巴尔默和阿克的模型进行了比较。我们描述了一种用于管理企业品牌，企业形象，企业形象和企业声誉的模型。本文借鉴了与公司营销和文化营销相关的重要文献。主要目标是使用模型C2ITE，AC4ID测试和品牌个性来加深我们对企业品牌的理解。最后，我们将企业形象和形象作为建筑文化管理中的关键因素进行审查。博物馆体验了一种新的文化编码方式，并且与剧院一起，他们采取了消费者识别的形式。归根结底，文化品牌基于艺术的精髓，是构成品牌愿景的理想形象，即从消费者的角度而言，是一个需要文化品牌的文艺复兴时期的个人。